Development and evaluation of a social marketing campaign to address methamphetamine use in Los Angeles County.

ABSTRACT:

Background

This study describes the development and impact of a social marketing campaign in early 2020 intended to prevent and reduce methamphetamine use in Los Angeles County (LAC). We used social marketing principles and the transtheoretical model to design the campaign, which was intended to avoid stigmatization of methamphetamine users and communicate compassion, empathy, and support.

Methods

To evaluate its impact, we collected cross-sectional online survey data post-campaign (n = 1,873) from LAC residents in population segments considered higher risk for methamphetamine use. We examine associations between campaign exposure and outcomes using bivariate analyses and binary logistic regression models, which control for the impact of the COVID-19 pandemic on methamphetam

SUBMITTER: Neffa-Creech D 

PROVIDER: S-EPMC9493153 | biostudies-literature | 2022 Sep

REPOSITORIES: biostudies-literature