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Evaluation of the acceptance journeys social marketing campaign to reduce homophobia

Author

Listed:
  • Hull, S.J.
  • Davis, C.R.
  • Hollander, G.
  • Gasiorowicz, M.
  • Jeffries, W.L., IV
  • Gray, S.
  • Bertolli, J.
  • Mohr, A.

Abstract

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.

Suggested Citation

  • Hull, S.J. & Davis, C.R. & Hollander, G. & Gasiorowicz, M. & Jeffries, W.L., IV & Gray, S. & Bertolli, J. & Mohr, A., 2017. "Evaluation of the acceptance journeys social marketing campaign to reduce homophobia," American Journal of Public Health, American Public Health Association, vol. 107(1), pages 173-179.
    • Handle: RePEc:aph:ajpbhl:10.2105/ajph.2016.303528_9
    DOI: 10.2105/AJPH.2016.303528
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    Cited by:

    1. Christos Ntais & Jean Suvatjis & Yioula Melanthiou, 2023. "Medical Cannabis: Modeling a Destigmatization Process for its Candidacy to Become a Pharmaceutical Brand," European Research Studies Journal, European Research Studies Journal, vol. 0(1), pages 612-633.
    2. Cammie Hensley & Sonali Diddi & Karen Hyllegard, 2019. "Millennial Consumers’ Responses to Cause-Related Marketing in Support of LGBTQ Homeless Youth," Social Sciences, MDPI, vol. 8(8), pages 1-20, August.

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