Four Corners TB & HIV Conference National Native American AIDS Prevention Center October 24, 2012 Social Marketing in Native Communities

Objectives By the end of the presentation, participants will be able to… 1.Define the key concepts of social marketing in health promotion; 2.Use research to identify the target audience, and inform the dissemination of the message; 3.Name three social marketing strategies when working in Native communities

National Native American AIDS Prevention Center (NNAAPC) To address the impact of HIV/AIDS on American Indians, Alaska Natives, and Native Hawaiians through culturally appropriate advocacy, research, education, and policy development in support of healthy Indigenous people. In fulfillment of that mission… NNAAPC helps organizations that serve Native communities to plan, develop and manage HIV/AIDS prevention, intervention, care and treatment programs.

HIV in Native Communities: Native Hawaiians and American Indian/Alaskan Native had the 3rd and 4th highest overall rate of new HIV infections per 100,000 respectively, among other races/ethnicities. The number of new HIV infections among American Indian or Alaska Native people has increased by 8.7% from 2007 to – This is the greatest percent increase in new infections when compared to all other races/ethnicities. 35% of Native women who acquired the virus did so through injection drug use. – This is the highest percentage of IDU acquisition amongst women of all other races and ethnicities. Centers for Disease Control and Prevention (2012)

HIV in Native Communities, Cont. Of persons who were diagnosed with HIV, fewer American Indian/Alaskan Natives survived, with only 88% living longer than 3 years, …this is the shortest survival rate out of every racial/ethnic category Centers for Disease Control and Prevention (2012)

A New paradigm in HIV/AIDS Prevention National HIV/AIDS Strategy (NHAS)

High Impact Prevention (HIP) Increase focus on high risk populations – Reflects a shift from just high risk populations to high risk communities Reaching more people with fewer resources

Components of High Impact Prevention HIP Cost effectiveness Prioritization Full Scale Implementation Interaction

HIP Activities Risk Reduction Interventions – Scalable interventions (can reach larger populations) Brief interventions Computer driven interventions Community level interventions – Routine HIV testing – Condom distribution interventions – Less emphasis on behavioral interventions

Social Marketing “ A process for influencing human behavior on a large scale, using marketing principles for the purpose of societal benefit rather than for commercial profit.” Bill Smith, W.A. Academy for Educational Development Washington, D.C., 1999

“Take It Outside Campaign.” Inter-Tribal Council Of Michigan, Inc. & G&G Marketing This is Social Marketing

Social Marketing is: Research-based and driven A social or behavior change strategy Strategic Uses media communication strategies and tools Adapted from: R. Craig Lefebvre, PhD. “Health Communications, Social Marketing and Coke.” & “The Basics of Social Marketing: How to Use Marketing to Change Behavior” Turning Point Social Marketing National Excellence Collaborative.

Social Marketing and HIP: Stimulates change with limited resources – Cost effective Identifies the priority population for targeted messages-Prioritize Impacts a significant portion of the priority population-Scalable Encourages community partnerships- Interaction

Including Culture Do the research Understand the community Get input from priority population Test drive a prototype Be willing to make changes

Recognize Native Diversity

Cultural humility…

Buffalo Advertising

Respect… Ask permission Be truthful Protect privacy Avoid being offensive Do more good than harm Practice cultural humility

Who determines “public good?” Who’s permission should be sought before addressing social issues Elders? Tribal Council? Others?

Do the research! Avoid unintended consequences that can impact the delivery of your message or damage the reputation of your agency.

Social Marketing & Community Engagement Model Community Assessment Design Dissemination Evaluation

Further Information/Capacity Building Elton Naswood or Vicki Peterson NNAAPC 720 S. Colorado Blvd., Ste. 650-S Denver, Colorado