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- Title
Development of the place-based Adelante social marketing campaign for prevention of substance use, sexual risk and violence among Latino immigrant youth.
- Authors
Andrade, E. L.; Evans, W. D.; Barrett, N. D.; Cleary, S. D.; Edberg, M. C.; Alvayero, R. D.; Kierstead, E. C.; Beltran, A.
- Abstract
Immigrant Latino youth represent a high-risk subgroup that should be targeted with health promotion efforts. However, there are considerable barriers to engagement in health-related programming. Little is known about the engagement possibilities of social marketing campaigns and digital strategies for traditionally 'hard-toreach' immigrants, underscoring the importance of testing these techniques with immigrant Latino adolescents. We developed and piloted a place-based social marketing campaign in coordination with the branded, Positive Youth Development-based (PYD) Adelante intervention targeting risk factors for co-occurring youth substance abuse, sexual risk and violence. Building on prior research, we conducted a four-phase formative research process, and planned the Adelante social marketing campaign based on findings from one group interview and ongoing consultation with Adelante staff (n=8) and four focus groups with youth (n=35). Participants identified four overarching campaign themes, and suggested portrayal of resilient, proud youth who achieved goals despite adversity. Youth guided selection of campaign features and engagement strategies, including message/visual content, stylistic elements, and a mixed language approach. We developed a 12-month campaign to be delivered via print ads, multiplatform social media promotion, contests, youth-generated videos, blog posts, and textmessaging. We describe the process and outcome of campaign development and make recommendations for future campaigns.
- Subjects
MARYLAND; HISPANIC American youth; HEALTH; SUBSTANCE abuse prevention; VIOLENCE prevention; HEALTH promotion; SEXUAL health
- Publication
Health Education Research, 2018, Vol 33, Issue 2, p125
- ISSN
0268-1153
- Publication type
Article
- DOI
10.1093/her/cyx076