1. Eric Roland Director of Education Montrose Clinic Houston, Texas
Developing, Designing and Disseminating a Syphilis Awareness Campaign Targeting MSM
Eric Roland
Director of Education
Montrose Clinic
Houston, Texas
4/17/2019
Montrose Clinic

2. Project Goals
Increase awareness of syphilis signs & symptoms among MSM in Houston
Increase awareness of the modes of transmission of syphilis
Inform MSM about existing syphilis prevention, screening & treatment services in Houston and motivate MSM to utilize those services
4/17/2019
Montrose Clinic

3. Need for Campaign
200% increase in syphilis cases among MSM in an 18-month period (Jan 01-Jun 02)
As much as 60% of those cases were in HIV-positive MSM
Trend seen in other large urban areas in the United States, Europe
4/17/2019
Montrose Clinic

4. Development of Campaign
Rapid community assessment
Gain insight on high-risk MSM
Analyze assessment
Determine focus of campaign materials
Conceptualize design ideas
Write potential slogans/messages
Sketch potential graphic designs
4/17/2019
Montrose Clinic

5. Rapid Community Assessment
Snapshot of anonymous sex venues
Utilized website
Identified over 70 anonymous sex venues
Adult video stores, bathhouses, public parks/restrooms, fitness centers, internet
Conducted site observations at venues
Availability of condoms, lube, prevention info
Description of surroundings and clientele
4/17/2019
Montrose Clinic

6. Rapid Community Assessment
Administered short survey to MSM
Conducted at 7 different locations
Utilized outreach staff workers
94 surveys in a 2-week period
Aimed to measure attitudes, knowledge, community norms, and risk behavior
28 questions long
Anonymous and self-administered
4/17/2019
Montrose Clinic

7. Analysis of Assessment
Survey
Question #15 8%
21%
37%
Syphilis is
treatable
and curable?
34%
4/17/2019
Montrose Clinic

8. Analysis of Assessment
Survey
Question #18
19%
20%
Clear or milky
discharge from
the penis is a
symptom of
syphilis?
30%
31%
4/17/2019
Montrose Clinic

9. Analysis of Assessment
Survey
Question #11 8%
12%
My friends
always use
condoms
for anal sex.
36%
44%
4/17/2019
Montrose Clinic

10. Conceptualize Campaign
2 of 4 designs focused on behavior at anonymous sex venues
Images needed to grab attention of men in sexually charged environments
Slogans:
“You think it always hurts to pee when you have an STD? Think again!”
“You may get more than just a kiss behind closed doors! You may get syphilis”
4/17/2019
Montrose Clinic

11. Conceptualize Campaign
2 of 4 designs focused on all MSM
Images needed to focus less on images, more on prevention messages
Slogans:
“Syphilis…take action, get tested, it’s free and easy”
“What you should know about syphilis”
4/17/2019
Montrose Clinic

12. Testing of Preliminary Material
Conducted focus groups
“I really like the message”
“I can relate to the message”
“The information is useful to me”
“Made me think about my own actions”
“Images are appealing”
Overall ratings ranged from 6.4 to 9.5 (10 point scale)
Adjustments made to material based on results of focus groups
4/17/2019
Montrose Clinic

13. Campaign Review & Approval
Unanimously approved by Clinic Program Materials Review Panel
Reviewed and endorsed by both Houston HIV Prevention Community Planning Group and East Texas HIV Prevention Community Planning Group
Unanimously approved by Texas Department of Health Program Materials Review Panel
4/17/2019
Montrose Clinic

14. 4/17/2019
Montrose Clinic

15. Dissemination of Materials
11x17 posters – full color, gloss poster stock
Print quantities (3 designs)
300 in Spanish; 600 in English
Locations
2 bathhouses, 1 sex club, adult video stores, bars and clubs, retail stores, CBOs
Timeframe – November 2002-current
4/17/2019
Montrose Clinic

16. 4/17/2019
Montrose Clinic

17. Dissemination of Materials
4x6 maxi cards – printed on both sides, full color, gloss card stock
Print quantities (2 designs)
10,000 in Spanish; 20,000 in English
Locations
2 bathhouses, 1 sex club, adult video stores, bars and clubs, retail stores, CBOs
Timeframe – November 2002-current
4/17/2019
Montrose Clinic

18. Dissemination of Materials
1x3 mini cards – printed on both sides, full color, gloss card stock
Print quantities (3 designs)
2500 in Spanish; 7500 in English
Used in condom packs, locations same as other plus special events (circuit parties)
Timeframe – November 2002-current
4/17/2019
Montrose Clinic

19. 4/17/2019
Montrose Clinic

20. Dissemination of Message
Ran full-page cover advertisements in 5 different gay publications
OutSmart – monthly magazine, Houston
Texas Triangle – weekly newspaper, Austin/San Antonio/Dallas/Houston
Houston Voice – weekly newspaper, Houston
Q Texas – weekly entertainment guide, Austin/San Antonio/Dallas/Houston
Eclipse – weekly entertainment guide, Atlanta/New Orleans/Houston
4/17/2019
Montrose Clinic

21. Outcome Indicators Increase in syphilis testing at Montrose Clinic
4/17/2019
Montrose Clinic

22. Resources
Community Based Assessment: A Guide for HIV Prevention Workers
by Kim Batchelor and Anne Freeman
PDF available online at: www3.utsouthwestern.edu/preventiontoolbox
Vilven Design Group, Houston
Bold Face Design, Los Angeles
4/17/2019
Montrose Clinic