Evaluation of the Acceptance Journeys Social Marketing Campaign to Reduce Homophobia

To evaluate the effectiveness of the Acceptance Journeys social marketing campaign to reduce homophobia in the Black community in Milwaukee, Wisconsin. We assessed the campaign's effectiveness using a rolling cross-sectional survey. Data were collected annually online between 2011 and 2015. Eac...

Full description

Saved in:

Bibliographic Details
Published in:	American journal of public health (1971) 2017-01, Vol.107 (1), p.173-179
Main Authors:	Hull, Shawnika J, Davis, Catasha R, Hollander, Gary, Gasiorowicz, Mari, Jeffries, 4th, William L, Gray, Simone, Bertolli, Jeanne, Mohr, Anneke
Format:	Article
Language:	eng
Subjects:	Acceptance Acquired immune deficiency syndrome Adults African Americans African Americans/Blacks AIDS AJPH Research Attitudes Black people Cities Community Health European Continental Ancestry Group Evaluation Exposure Female Gays & lesbians HIV HIV/AIDS Homophobia Homophobia - prevention & control Homophobia - psychology Human immunodeficiency virus Humans Internet Lesbian/Gay/Bisexual/Transgender Persons Male Marketing Media Men Middle Aged Models, Theoretical Polls & surveys Prevention Program Evaluation Public health Rejection Residence Social behavior Social Distance Social Marketing Social networks Social Stigma Stereotypes Stigma Variance Wisconsin
Online Access:	Get full text
Tags:	Add Tag No Tags, Be the first to tag this record!

Description
Summary:	To evaluate the effectiveness of the Acceptance Journeys social marketing campaign to reduce homophobia in the Black community in Milwaukee, Wisconsin. We assessed the campaign's effectiveness using a rolling cross-sectional survey. Data were collected annually online between 2011 and 2015. Each year, a unique sample of Black and White adults, aged 30 years and older, were surveyed in the treatment city (Milwaukee) and in 2 comparison cities that did not have antihomophobia campaigns (St. Louis, MO, and Cleveland, OH; for total sample, n = 3592). Black self-identification and Milwaukee residence were significantly associated with exposure to the campaign, suggesting successful message targeting. The relationship between exposure and acceptance of gay men was significantly mediated through attitudes toward gay men, perceptions of community acceptance, and perceptions of the impact of stigma on gay men, but not through rejection of stereotypes. This model accounted for 39% of variance in acceptance. This evidence suggests that the Acceptance Journeys model of social marketing may be a promising strategy for addressing homophobia in US Black communities.
ISSN:	0090-0036 1541-0048