Sentient Research, 231 North Walnuthaven Drive, West Covina, CA, 91790, USA.
Division of Substance Abuse Prevention and Control, Los Angeles County Department of Public Health, 1000 South Fremont Avenue, Bldg A-9 East, 3rd Floor, Alhambra, CA, 91803, USA.
BMC Public Health. 2022 Sep 22;22(1):1796. doi: 10.1186/s12889-022-14180-y.
This study describes the development and impact of a social marketing campaign in early 2020 intended to prevent and reduce methamphetamine use in Los Angeles County (LAC). We used social marketing principles and the transtheoretical model to design the campaign, which was intended to avoid stigmatization of methamphetamine users and communicate compassion, empathy, and support.
To evaluate its impact, we collected cross-sectional online survey data post-campaign (n = 1,873) from LAC residents in population segments considered higher risk for methamphetamine use. We examine associations between campaign exposure and outcomes using bivariate analyses and binary logistic regression models, which control for the impact of the COVID-19 pandemic on methamphetamine use or likelihood of use.
The analyses revealed that campaign exposure was associated with having more negative attitudes toward methamphetamine, calling LAC's substance abuse service helpline, using methamphetamine fewer days, and considering abstaining. Frequency of exposure to campaign advertisements was positively associated with calling the helpline, suggesting a campaign dose effect. COVID-19-related factors were associated with using methamphetamine in the past 30 days.
Social marketing campaigns hold promise for impacting methamphetamine prevention and cessation behaviors. This study adds to the limited literature on mass marketing interventions to address this major health issue.
本研究描述了 2020 年初旨在预防和减少洛杉矶县（LAC）甲基苯丙胺使用的社会营销活动的发展和影响。我们使用社会营销原则和跨理论模型来设计该活动，旨在避免对甲基苯丙胺使用者的污名化，并传达同情、同理心和支持。
为了评估其影响，我们从被认为更有可能使用甲基苯丙胺的人群中收集了 LAC 居民在活动后的横断面在线调查数据（n=1873）。我们使用双变量分析和二元逻辑回归模型来检验与活动曝光相关的结果，这些模型控制了 COVID-19 大流行对甲基苯丙胺使用或使用可能性的影响。
分析表明，活动曝光与对甲基苯丙胺的负面态度、拨打 LAC 的药物滥用服务求助热线、使用甲基苯丙胺的天数减少以及考虑戒断有关。广告曝光频率与拨打求助热线呈正相关，表明存在活动剂量效应。与 COVID-19 相关的因素与过去 30 天内使用甲基苯丙胺有关。
社会营销活动有望影响预防和戒除甲基苯丙胺的行为。本研究增加了关于大规模营销干预措施来解决这一重大健康问题的有限文献。
