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Let’s Talk About Sex: Part 2

 


When our group had initially discussed our idea for the communications campaign, we wanted to target heterosexual men 18-26 in Harlem to get the HPV vaccine. After doing some research, we saw that there was a high need for specifically the men who have sex with men (MSM) group and so we narrowed our population down. Reflecting back, I am interested how our campaign would’ve differed had our target group been more broadly men 18-26 in Harlem. What would’ve been the key differences in our objectives, strategies and tactics?

The research shows that the MSM population is more likely than heterosexual males to not use protection during sex and in turn have a higher STI rate. Interestingly, they are more likely to be trust healthcare professionals and be open to getting the HPV vaccine. Thus, for our campaign we focused heavily on behavioral changes around utilizing safe sex practices and on increasing knowledge and awareness around the risks of HPV and the vaccine.  Given the research, if we were to target heterosexual men 18-26, we would’ve still focused on condom usage, but might’ve shifted the focus more to changing attitudes and openness to receiving the HPV vaccine.  

The strategies and tactics formed for the secondary group- sexual partners would’ve changed significantly if we chose to target heterosexual men 18-26. In this case, sexual partners would’ve included women who have sexual relations with men 18-26 in Harlem. First, there are diagnostic tests that can detect HPV in women. Second, women have less sexual partners on average than men. Third, women are more fearful of getting an STI. We would have emphasized women getting tested more frequently for HPV as an additional tactic. We would’ve also played into perceived fears of getting STI’s more.

This entire class has been such an interesting experience. I have learned so much about communications campaigns and then different elements that go into it. It is interesting to think how important it is to tailor interventions to your specific population and how so many campaigns fail to have an effect because they don’t understand the audience they are targeting. I look forward to carrying these lessons learned into my professional career wherever it may take me.

 

Cheers,

Sarah

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