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diva’s new Social Marketing Chlamydia campaign recognised by national Chlamydia Screening Unit
It is widely recognised that many campaigns that incorporate social marketing techniques do not necessarily work from a strong basis of local insight and research, primarily due to a lack of resources or time.
Devon PCT have commissioned diva to design and deliver a comprehensive insight and scoping exercise which, combined with desk research, will inform the development of a series of interventions which will be further pre-tested prior to full roll out.
As with most parts of the UK, the prevalence of Chlamydia amongst young people is extremely high in Devon, with young men under the age of 25 being least likely to seek screening for the STI. Insight from young people in Devon has been gathered via qualitative and quantitative processes to establish:
- Awareness of Chlamydia and the need to be screened
- Perceived barriers to accessing screening services (cultural, attitudinal or service related)
- Attitudes to the range of screening options (postal screening, via pharmacies, GUM, at roadshow events etc)
- Potential service improvements
- Data to inform the segmentation process and related effective communication routes to reach young people
Via the widespread distribution of a survey (10,000) to a wide range of settings including sexual health services, gyms, youth centres, Connexions, pharmacies, Youth Parliament, FE Colleges, GP practices and online, combined with a series of targeted focus groups which reflected diversity and the need to engage vulnerable young people in a variety of locations including housing projects, youth clubs and universities, a significant amount of insight has been gathered.
As potential interventions may impact on service delivery, service providers were also engaged in the campaign in order to gain feedback around current user groups, potential service developments around accessibility, views on branding and opportunities to broaden awareness. A specific service provider survey was developed via a series of telephone interviews.
The data collection stage preceded the analysis and market segmentation process in relation to service delivery, accessibility of the screening options and communications. This will relate to age, location, education/employment status and residential status, along with attitudinal issues and lifestyle choices (where young people meet, where screening ‘fits’ into their life) etc.
The development of service and communications based interventions will be recommended by diva in June, after which the pre-testing phase will begin prior to full roll out in September/October 2008.
