Effectiveness of HIV prevention social marketing with injecting drug users

David R. Gibson, Guili Zhang, Diana L Cassady, Les Pappas, Joyce Mitchell, Susan M. Kegeles

Research output: Contribution to journalArticlepeer-review

12 Scopus citations


Social marketing involves applying marketing principles; to promote social goods, in the context of heaith behavior, it has been used successfully to reduce alcohol-related car crashes, smoking among youths, and malaria transmission, among other goals. Features of social marketing, such as audience segmentation ana repeated exposure to prevention messages, distinguish it from traditional health promotion programs. A recent review found 8 of 10 rigorously evaluated social marketing interventions responsible for changes in HIV-related behavior or behaviors: intentions. We studied 479 injection drug users to evaluate a community-based social marketing campaign to reduce injection risk behavior among drug users in Sacramento, California. Injecting drugs is associated with HiV infection in more than 130 countries worldwide.

Original languageEnglish (US)
Pages (from-to)1828-1830
Number of pages3
JournalAmerican Journal of Public Health
Issue number10
StatePublished - Oct 1 2010

ASJC Scopus subject areas

  • Public Health, Environmental and Occupational Health


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