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

Research output: Contribution to journalArticlepeer-review

15 Scopus citations

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.

Original languageEnglish (US)
Pages (from-to)173-179
Number of pages7
JournalAmerican journal of public health
Volume107
Issue number1
DOIs
StatePublished - Jan 2017
Externally publishedYes

All Science Journal Classification (ASJC) codes

  • Public Health, Environmental and Occupational Health

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