Evaluation of the Acceptance Journeys Social Marketing Campaign to Reduce Homophobia.
Shawnika J Hull, Catasha R Davis, Gary Hollander, Mari Gasiorowicz, William L Jeffries, Simone Gray, Jeanne Bertolli, Anneke Mohr
Author Information
Shawnika J Hull: Shawnika J. Hull is with the Department of Prevention and Community Health, George Washington University, Washington, DC. Catasha R. Davis is with the School of Journalism and Mass Communication, University of Wisconsin, Madison. Gary Hollander is with Diverse & Resilient Inc, Milwaukee, WI. Mari Gasiorowicz and Anneke Mohr are with with the Wisconsin Division of Public Health, Madison. William L. Jeffries IV, Simone Gray, and Jeanne Bertolli are with the Division of HIV/AIDS Prevention, Centers for Disease Control and Prevention, Atlanta, GA.
Catasha R Davis: Shawnika J. Hull is with the Department of Prevention and Community Health, George Washington University, Washington, DC. Catasha R. Davis is with the School of Journalism and Mass Communication, University of Wisconsin, Madison. Gary Hollander is with Diverse & Resilient Inc, Milwaukee, WI. Mari Gasiorowicz and Anneke Mohr are with with the Wisconsin Division of Public Health, Madison. William L. Jeffries IV, Simone Gray, and Jeanne Bertolli are with the Division of HIV/AIDS Prevention, Centers for Disease Control and Prevention, Atlanta, GA.
Gary Hollander: Shawnika J. Hull is with the Department of Prevention and Community Health, George Washington University, Washington, DC. Catasha R. Davis is with the School of Journalism and Mass Communication, University of Wisconsin, Madison. Gary Hollander is with Diverse & Resilient Inc, Milwaukee, WI. Mari Gasiorowicz and Anneke Mohr are with with the Wisconsin Division of Public Health, Madison. William L. Jeffries IV, Simone Gray, and Jeanne Bertolli are with the Division of HIV/AIDS Prevention, Centers for Disease Control and Prevention, Atlanta, GA.
Mari Gasiorowicz: Shawnika J. Hull is with the Department of Prevention and Community Health, George Washington University, Washington, DC. Catasha R. Davis is with the School of Journalism and Mass Communication, University of Wisconsin, Madison. Gary Hollander is with Diverse & Resilient Inc, Milwaukee, WI. Mari Gasiorowicz and Anneke Mohr are with with the Wisconsin Division of Public Health, Madison. William L. Jeffries IV, Simone Gray, and Jeanne Bertolli are with the Division of HIV/AIDS Prevention, Centers for Disease Control and Prevention, Atlanta, GA.
William L Jeffries: Shawnika J. Hull is with the Department of Prevention and Community Health, George Washington University, Washington, DC. Catasha R. Davis is with the School of Journalism and Mass Communication, University of Wisconsin, Madison. Gary Hollander is with Diverse & Resilient Inc, Milwaukee, WI. Mari Gasiorowicz and Anneke Mohr are with with the Wisconsin Division of Public Health, Madison. William L. Jeffries IV, Simone Gray, and Jeanne Bertolli are with the Division of HIV/AIDS Prevention, Centers for Disease Control and Prevention, Atlanta, GA.
Simone Gray: Shawnika J. Hull is with the Department of Prevention and Community Health, George Washington University, Washington, DC. Catasha R. Davis is with the School of Journalism and Mass Communication, University of Wisconsin, Madison. Gary Hollander is with Diverse & Resilient Inc, Milwaukee, WI. Mari Gasiorowicz and Anneke Mohr are with with the Wisconsin Division of Public Health, Madison. William L. Jeffries IV, Simone Gray, and Jeanne Bertolli are with the Division of HIV/AIDS Prevention, Centers for Disease Control and Prevention, Atlanta, GA.
Jeanne Bertolli: Shawnika J. Hull is with the Department of Prevention and Community Health, George Washington University, Washington, DC. Catasha R. Davis is with the School of Journalism and Mass Communication, University of Wisconsin, Madison. Gary Hollander is with Diverse & Resilient Inc, Milwaukee, WI. Mari Gasiorowicz and Anneke Mohr are with with the Wisconsin Division of Public Health, Madison. William L. Jeffries IV, Simone Gray, and Jeanne Bertolli are with the Division of HIV/AIDS Prevention, Centers for Disease Control and Prevention, Atlanta, GA.
Anneke Mohr: Shawnika J. Hull is with the Department of Prevention and Community Health, George Washington University, Washington, DC. Catasha R. Davis is with the School of Journalism and Mass Communication, University of Wisconsin, Madison. Gary Hollander is with Diverse & Resilient Inc, Milwaukee, WI. Mari Gasiorowicz and Anneke Mohr are with with the Wisconsin Division of Public Health, Madison. William L. Jeffries IV, Simone Gray, and Jeanne Bertolli are with the Division of HIV/AIDS Prevention, Centers for Disease Control and Prevention, Atlanta, GA.
OBJECTIVES: To evaluate the effectiveness of the Acceptance Journeys social marketing campaign to reduce homophobia in the Black community in Milwaukee, Wisconsin. METHODS: We assessed the campaign's effectiveness using a rolling cross-sectional survey. Data were collected annually online between 2011 and 2015. Each year, a unique sample of Black and White adults, aged 30 years and older, were surveyed in the treatment city (Milwaukee) and in 2 comparison cities that did not have antihomophobia campaigns (St. Louis, MO, and Cleveland, OH; for total sample, n = 3592). RESULTS: Black self-identification and Milwaukee residence were significantly associated with exposure to the campaign, suggesting successful message targeting. The relationship between exposure and acceptance of gay men was significantly mediated through attitudes toward gay men, perceptions of community acceptance, and perceptions of the impact of stigma on gay men, but not through rejection of stereotypes. This model accounted for 39% of variance in acceptance. CONCLUSIONS: This evidence suggests that the Acceptance Journeys model of social marketing may be a promising strategy for addressing homophobia in US Black communities.
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