Development of the place-based Adelante social marketing campaign for prevention of substance use, sexual risk and violence among Latino immigrant youth

• Published in: Health education research Vol. 33; no. 2; pp. 125 - 144
• Main Authors: Andrade, E. L., Evans, W. D., Barrett, N. D., Cleary, S. D., Edberg, M. C., Alvayero, R. D., Kierstead, E. C., Beltran, A.
• Format: Journal Article
• Language: English
• Published: England Oxford University Press 01-04-2018
• Subjects: Adolescent; Central America - ethnology; Child; Emigrants and Immigrants; Female; Focus Groups; Health Promotion - methods; Hispanic or Latino; Humans; Male; Maryland; Original; ORIGINAL ARTICLES; Sexual Behavior; Social Marketing; Social Media; Substance-Related Disorders - prevention & control; Violence - prevention & control; Young Adult; Central America; Maryland
• ISSN: 0268-1153; 1465-3648; 1465-3648
• DOI: 10.1093/her/cyx076

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, multiplatform 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.