ICUH 2008 - Poster Presentation

A Community-Based Participatory Approach to a Social Marketing Campaign that Raises Hepatitis B Awareness in Asian American Communities: Methodological Issues and Best Practices for Formative Data Collection

Issues: Hepatitis B (HBV) is a health disparity in Asian Pacific Islanders (API), affecting an estimated 10-15% of APIs compared to 0.3% of the general U.S. population. HBV primary affects recent immigrants where infection is endemic and vaccinations are not widely available.

Description: The Center for the Study of Asian American Health, NYU School of Medicine and its community partner coalition was designated as a CDC Center of Excellence for the Elimination of Disparities (CEED). B Free CEED will serve as a national center on eliminating HBV disparities among APIs by developing and disseminating multi-level, evidence-based best practices and activities. Using a community-based participatory approach (CBPA), a social marketing campaign will be developed to raise awareness on HBV  in the NYC Korean and Chinese immigrant communities. Formative data collection that were considered included randomized telephone surveys, focus groups, and street intercept surveys. A literature review was conducted to evaluate the cultural and social appropriateness of different data collection methods; Coalition Partners identified best strategies that have been successful among APIs.

Lessons Learned: Utilizing a CBPA and mixed methods approach can inform a social marketing campaign targeting a ‘hard to reach’ population.  Randomized telephone surveys may  be an ineffective  method to reach our target group while street intercept surveys can be effective in reaching and drawing a representative sample.

Next Steps: Effectiveness of street intercept surveys  compared to randomized telephone survey in APIs will be evaluated to inform future CBPA social marketing campaigns.


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