Dogs Are Talking: San Francisco's Social Marketing Campaign to Increase Syphilis Screening

To promote regular syphilis testing among men who have sex with men in San Francisco, a social marketing campaign, Dogs Are Talking, was created. An evaluation of the campaign found no differ- ence in syphilis testing among men who recalled the campaign and those that did not. A significant difference was seen among HIV- infected men. 15 (75.0%) 7 (71.4%) 8 (61.5%) 1.0 White 95 (56.5%) 37 (63.8%) 58 (52.7%) 0.169 Education Some high school 6 (75.0%) 2 (66.7%) 4 (80.0%) 1.0 High school 33 (56.9%) 8 (72.7%) 25 (53.2%) 0.239 Some college 48 (57.1%) 15 (57.7%) 33 (57.9%) 0.986 College graduate 50 (56.8%) 20 (62.5%) 30 (53.6%) 0.416 Some graduate 35 (68.6%) 17 (81.0%) 18 (60.0%) 0.113 Income, annual $35,000 88 (57.9%) 30 (65.2%) 58 (55.2%) 0.252 $35,000-$50,000 18 (56.3%) 6 (75.0%) 12 (50.0%) 0.412 $50,000-$75,000 21 (53.8%) 5 (45.5%) 16 (57.1%) 0.510 $75,000 41 (68.3%) 20 (76.9%) 21 (61.8%) 0.211 HIV status Uninfected 107 (54.6%) 34 (56.7%) 73 (54.1%) 0.737 Infected 61 (72.6%) 26 (86.7%) 35 (64.8%) 0.031 Unknown 3 (37.5%) 1 (50.0%) 2 (33.3%) 1.0 Casual partners* 106 (37.1%) 38 (74.5%) 68 (63.6%) 0.171 Internet partners † 65 (73.9%) 23 (76.7%) 42 (72.4%) 0.667 Sex club or bathhouse ‡ 36 (70.6%) 17 (77.3%) 19 (65.5%) 0.362 *Respondents who reported having at least one sex partner that they did not know very well (casual acquaintances or had just met for the first time) in the past month.