Performance Improvement 2006. SAFE Know Now Campaign Evaluation


The objective of the Know Now campaign evaluation was to understand the effectiveness of the targeted campaign efforts. Specifically, the objectives were to understand whether campaign messages were reaching the targeted clusters based on degree of exposure; ascertain how the targeted clusters have been affected by the message, measuring their cognitive, affective, and behavioral responses; and determine whether campaign messages have reached other non-targeted clusters (message spillover) and if so, how people in these clusters have been affected and whether increases in requests for HIV testing by persons at low risk of infection were observed.

PIC ID: 8251; Agency Sponsor: CDC, Centers for Disease Control and Prevention; Federal Contact: Davis, David, 404-639-0938; Performer: Aeffect, Deerfield, IL

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