From the *Sexually Transmitted Disease Program, Los Angeles County Department of Public Health, Los Angeles, CA; and †Department of Epidemiology, School of Public Health, University of California, Los Angeles, CA.
Sex Transm Dis. 2014 Jan;41(1):50-7. doi: 10.1097/OLQ.0000000000000069.
In 2007, the Los Angeles County Department of Public Health launched Check Yourself, a new social marketing campaign, as part of ongoing efforts to address the persistent syphilis epidemic among men who have sex with men (MSM) in the county. The goals of the campaign were to increase syphilis testing and knowledge among MSM. Check Yourself was planned with careful attention to the principles of social marketing, including formative research, market segmentation, and an emphasis on building a strong brand.
A cross-sectional survey using a time-location sample was conducted in 2009 for the evaluation. The survey assessed demographics, syphilis knowledge, and recent syphilis testing as well as unaided awareness, aided awareness, and confirmed awareness, meaning that a person had both awareness of the campaign and could correctly identify that the campaign was about syphilis. The total sample size was 306.
Unaided awareness for Check Yourself was 20.7%, and aided awareness was 67.5%, bringing total campaign awareness to 88.2%; confirmed awareness was 30.4%. Unaided campaign awareness was associated with syphilis knowledge and important risk behaviors for syphilis, indicating that the campaign reached an appropriate audience. Total awareness was not associated with recent syphilis testing in a multivariate model. However, MSM with confirmed awareness were more than 6 times more likely to have been recently tested.
The evaluation of Check Yourself found that the campaign had a very strong brand among MSM. Although total awareness was not associated with syphilis testing, confirmed awareness, a more robust measure, was strongly associated.
2007 年，洛杉矶县公共卫生部发起了“自查”（Check Yourself）这一新的社会营销活动，作为该县持续应对男男性行为者（MSM）中持续性梅毒流行的努力的一部分。该活动的目标是增加 MSM 中的梅毒检测和知识。“自查”在策划时非常注重社会营销的原则，包括形成性研究、市场细分以及强调建立强大品牌。
2009 年进行了一项使用时间地点抽样的横断面调查，以评估该活动。该调查评估了人口统计学特征、梅毒知识以及最近的梅毒检测，以及非辅助性意识、辅助性意识和确认性意识，即一个人既意识到该活动，又能正确识别该活动是关于梅毒的。总样本量为 306 人。
“自查”的非辅助性意识为 20.7%，辅助性意识为 67.5%，使总活动意识达到 88.2%；确认性意识为 30.4%。非辅助性活动意识与梅毒知识和梅毒的重要风险行为相关，表明该活动针对了适当的受众。在多变量模型中，总意识与最近的梅毒检测没有关联。然而，具有确认意识的 MSM 最近接受检测的可能性是没有确认意识的 MSM 的 6 倍以上。
“自查”活动的评估发现，该活动在 MSM 中具有很强的品牌影响力。尽管总意识与梅毒检测没有关联，但更可靠的指标——确认意识与梅毒检测有很强的关联。
