TY  - JOUR
PY  - 2018//
TI  - Development of the place-based Adelante social marketing campaign for prevention of substance use, sexual risk and violence among Latino immigrant youth
JO  - Health education research
A1  - Andrade, E. L.
A1  - Evans, W. D.
A1  - Barrett, N. D.
A1  - Cleary, S. D.
A1  - Edberg, M. C.
A1  - Alvayero, R. D.
A1  - Kierstead, E. C.
A1  - Beltran, A.
SP  - 125
EP  - 144
VL  - 33
IS  - 2
N2  - 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-to-reach' 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, multi-platform social media promotion, contests, youth-generated videos, blog posts, and text messaging. We describe the process and outcome of campaign development and make recommendations for future campaigns.<br><br>© The Author(s) 2018. Published by Oxford University Press. All rights reserved. For permissions, please email: journals.permissions@oup.com.<p />  <p>Language: en</p>
LA  - en
SN  - 0268-1153
UR  - http://dx.doi.org/10.1093/her/cyx076
ID  - ref1
ER  -