Using Theory to Inform Practice The Role of Formative Research in the Construction and Implementation of the Acceptance Journeys Social Marketing Campaign to Reduce Homophobia

We describe the use of formative research in the construction and dissemination of the Acceptance Journeys campaign. This campaign aims to increase acceptance of gay men of color as a means to combat the broad disparities in HIV/AIDS experienced by this group in Milwaukee County, Wisconsin (United States). A situation analysis and systematic formative research in the form of a readiness assessment, in-depth interviews, preproduction focus groups, and postproduction concept testing were used to inform our conceptualizations of the problem (homophobia), product (acceptance), promotion (Acceptance Journeys branding), and channel selection. Implications for the application of social marketing techniques to social determinants of health are discussed.