HLTH 634
PROGRAM PLAN OUTLINE
For guidance on creating a Health Communication Program Plan, see Stage 1: Planning and
Strategy Development, National Cancer Institute, Making Health Communication Programs
Work.
Title of project:
Know your Stand Health Promotion Initiative
Author(s):
Priscilla Ohene
Problem/Need statement:
Globally, men who have sex with men (sometimes referred to as MSM) are 24 times more
likely to be living with HIV than the general population1. Due to the little population number of
estimate and the higher prevalence of HIV in that population, Black and African American MSM
are in more serious danger of being unprotected to HIV inside their sexual networks. Unaware of
their HIV status, individuals who don't know they have HIV can't exploit HIV care and treatment
and may accidentally pass HIV virus to their sexual partners. Among all gay and bisexual men
who received an HIV diagnosis in the United States, African Americans accounted for the highest
number2. From 2010 to 2014, new estimated annual HIV infections remained stable among
African American gay and bisexual men, at about 10,000 per year2.
Goal(s):
The “Know your Stand” Health Promotion Initiative is an HIV prevention and education
program targeting all Black and African American (MSM) to reduce the risk of transmitting HIV
or AIDS and to get better or health insurance coverage. The general goal of the program is to
create a successful health promotion program to increase the awareness and education of HIV and
health insurance coverage among the Black and African American (MSM. The basic goal is to
HLTH 634
reduce the transmission of HIV while promoting safe sex among this target population and access
to health insurance coverage.
Objectives (for each goal):
• By December of 2018, at least 70% of Black and African American (MSM) participants
will be adequate in sexual health education, as determined by pre and post-tests.
• At the end of the program, 70% of participants will retain their sexual health education.
• By December of 2018 65% of Black and African American (MSM) participants who have
attended condom demonstration classes will have the desire to use condoms each time they have
sexual intercourse, measured by a post-test.
• At the end of the program, at least 65% of Black and African American (MSM)
participants will have gotten annual routine HIV screening, measured by a number of HIV
test/screening completed.
• 75% of participants will report consistently engaging and practice safe sex with condom
protection.
• 80% of men will have access to health care services.
• By December of 2020, more than 85% of Black and African American (MSM) participants
have engaged in an HIV prevention method reducing their risk for HIV.
Sponsoring agency/Contact person:
The “Know your Stand” Health Promotion Initiative is partnered with “UCSF Alliance
Health Project”. “UCSF Alliance Health Project” is to “support the mental health and wellness of
the lesbian, gay, bisexual, transgender, and queer (LGBTQ) and HIV-affected communities in
constructing healthy and meaningful lives3”. They “offer a broad range of services including
therapy, support groups, crisis intervention, psychiatric care, substance abuse services, and HIV
counseling and testing3”. They also “engage in innovative mental health care research and equip
HLTH 634
providers in the field with continuing education and provide the highest quality mental health
services and substance use counseling based on the most effective interventions3”.
For more information on the “Know your Stand Health Promotion Initiative” and ways to become
involved, contact Priscilla Ohene at pohene@liberty.edu or visit our website at
www.knowyourstandHPI.edu
Primary target audience(s):
(in priority order, with key characteristics and context)
The primary target audience of the “Know your Stand Health Promotion Initiative” is
Black and African American (MSM) at risk for contracting HIV in Virginia, District of Columbia
(DC).
Brief description below:
•Behavioral: Black and African American (MSM) whether young or old potentially have
higher rates of risky sexual health behaviors like unprotected sex, a higher number of sex partners,
and needle sharing.
oMore than one-third of MSM did not know the HIV-status of their last partner4.
oOver 40% of MSM did not use condoms the last time they had sex4.
oMSM under the age of 29 who have receptive anal sex (“bottoms”) were less likely to use
condoms4.
oMSM over the age of 29 who have inserted anal sex (“tops”) was less likely to use
condoms4.
oTwo-thirds of MSM had a partner previously that they defined as “casual”4.
oMore than one-third of MSM had reported using the Internet to find a sex partner in the
past three months. MSM that found a sex partner online were more likely to use a
condom, compared to all partners4.
HLTH 634
Cultural: At least 5% of the population over the age of 12 is living with HIV/AIDS5. An
estimated 14%-19% of MSM in DC are living with HIV4. African-American MSM in the
District makes up 58% of MSM living with HIV in the district, higher than the national
average of 29%5.
Demographic: Black and African American (MSM) who are unemployed and have no
access to health insurance coverage is more affected than the individuals who are
employed.
Physical: MSM between the ages of 13 and 29 made up 22.5% of MSM living with HIV
in the District. MSM over the age of 50 made up 10.1% of MSM living with HIV in the
District5.
Psychographic: MSM is much more likely to “report injecting illegal drugs and using
drugs or alcohol before their last sexual intercourse encounter6”. “60 percent of young
people with HIV are unaware of their infection, which makes them much less likely to take
the proper precautions6”. “The two most basic steps to preventing an HIV infection,
beyond abstinence, are to limit the number of sexual partners and use a condom. But
research shows young gay men are much less likely to practice safe sex6”.
Primary target key strategies (list for each audience):
Audience, Action (Message), Barriers, Benefits, Credentials, Channel
Audience: The “Know your Stand Health Promotion Initiative” will focus on Black and African
American (MSM) young or old.
Action (Message): The Health Promotion Initiative offers a combination of communities’ health
fairs, street outreach, counseling, free HIV or STI screenings and risk reduction practices to
promote safer and healthier behavior lifestyle. Once the intended audience has been introduced to
the program, participants should have the skills and readiness to practice safe sexual behaviors to
prevent the transmitting of HIV.
HLTH 634
Barriers: Unaware of their HIV status, individuals who don't know they have HIV can't exploit
HIV care and treatment and may accidentally pass HIV virus to their sexual partners. The
Socioeconomic factors in this population are having little access to adequate health services, a
high rate of unemployment, educational levels, a high rate of joblessness and lack of knowledge
may put some Black and African American MSM at higher risk for HIV than men of some
different races or ethnicities.
Benefits: A major benefit for the individual’s participants of the program is increasing their
knowledge on how to prevent being infected with HIV.
Credentials: Taking action, like the use of a condom consistently and correctly can lower the
chances of spreading HIV. Increasing knowledge of HIV prevention and using those prevention
methods can increase the quality of life for at-risk individuals, despite the barriers.
Channel: Facebook, Instagram, Twitter, Tinder, and Snapchat will be used reach Black and
African American MSM.
Secondary target audience(s):
(in priority order, with key characteristics and context)
The secondary target audience for this Health Promotion Initiative is the direct support of
family and friends. The environment and social relationships with family and friends have the
possibility to influence an individual’s behavior and practices. Support from a loved one can
improve an individual’s perceived self-efficacy towards engaging in safe sexual health behavior.
Secondary target key strategies (list for each audience):
Audience, Action (Message), Barriers, Benefits, Credentials, Channel
Audience: The secondary target audience for the “Know your Stand” Health Promotion Initiative
will focus on the family and friends of Black and African American (MSM) who have an increased
risk for HIV.
Action (Message): Family and friends of Black and African American (MSM) will help to focus
the importance of practicing safe sex and routine HIV testing/screening. The support from family
and friends can be a great effect towards an individual’s health status.
Barriers: Barriers within the secondary target audience can include lack of support and
knowledge, perceived severity among family and friends.
HLTH 634
Benefits: Family and friends can influence Black and African American (MSM) to take action and
lessen the risk of HIV. A benefit of the secondary target audience is to gain knowledge
themselves.
Credentials: Family and friends using the Health Promotion Initiative’s services can help Black
and African American (MSM) improve self-efficacy as well as being more educated on the
information of HIV to prevent their risk of it.
Channel: This Family and friends will be reached through social media sites such as Facebook,
Twitter, Instagram, as well as during promotion of events (communities health fair and street
outreach) for program participants, and flyers.
Pretest strategy (trial of primary target message/channel):
Pretesting the intended audience (Black and African American (MSM) with HIV) will be
performed by some self-surveys and a one on one discussion. The survey will consist of both
qualitative and quantitative components. The survey will ask the applicants the number of times
they engage in specific activities such as safe or unsafe sex or if they have been tested for HIV and
how many times. Qualitative data will be focused on attitudes, personal beliefs, and current
knowledge about HIV prior to the start of the Health Promotion Initiative. Results from the
surveys and discussions will be used to collect data on the applicant's risk level and knowledge of
HIV to provide effective program strategies.
Theoretical foundation (model or framework and how to use it in this project)
The “Know your Stand” Health Promotion Initiative will use the proposed intervention of
a Health Belief Model (HBM) as a framework for the program with a need for a Behavioral
Intervention (BI) approach to health promotion and disease prevention. The Goals for the
intervention will reduce the practice of unprotected anal intercourse, reduce the numbers of
partners, increase testing of HIV, increase consistent protection (condom use), and increase the
practice of abstinence. Behavioral intervention is set up to change behaviors practice that
influence individual to be helpless against being infected or infecting other individuals with HIV.
The health belief model (HBM), is designed to explain a individual-level theory of health
behavior change. Variables that impact health-related behaviors of the intended audience for this
HLTH 634
program include age, environment, and other social variables. The “Know your Stand” Health
Promotion Initiative will apply core concepts of the HIB to increase the number of Black and
African American (MSM) engaging in unsafe sexual behaviors by changing their beliefs about
their perceived susceptibility and the severity of HIV. To take action, motivation to change is
needed to avoid the development and progression of HIV.
Perceptions that makes up HIB:
• Perceived Seriousness: An individual’s belief of the seriousness or severity of the disease
based on health knowledge or information.
• Perceived Susceptibility: Individual’s belief of susceptibility to the disease where the
greater the perceived risk, the greater the likelihood of engaging in behaviors to reduce the risks.
• Perceived Benefits: A person’s opinion of the value and how the new behavior will be
useful in reducing the risk of developing the disease.
• Perceived Barriers: An individual’s own personal evaluation of any potential obstacles that
could get in the way of adopting the new behavior.
• Perceived Self-Efficacy: A person’s belief in being able to perform the behavior. The HBM
is designed to motivate individuals to act to avoid a negative health consequence.
Management chart:
The “Know your Stand” Health Promotion Initiative will be ongoing for 2 years, a total of
24 months consisting of planning, development stages, program implementation and evaluation.
Recruits involved with the “Know your Stand” Health Promotion Initiative will include, Health
Care Professionals like Community Health Educators, Phlebotomist, HIV Counselors, Mental
Counselors, Administration Staff, staff from UCSF Alliance Health Project, Avert and volunteers
consisting of family, friends, and individuals in the communities.
TASK TIMETABLE RESPONSIBLE PERSON
Get grants, donations, and A year before the start of the Partnering with UCSF Alliance
HLTH 634
finances to fund Health
Promotion Initiative
HPI Health Project, Avert
Recruit Program staffers,
Health Care Professionals like
Community Health Educators,
Phlebotomist, HIV
Counselors, Mental
Counselors, Administration
Staff
A year before the start of the
HPI
UCSF Alliance Health Project
Secure location for Health
Promotion Initiative activities
and planning.
9 months before the start of
HPI
Community Health Educators
Train Program staffers 8 months before the start of
HPI
UCSF Alliance Health Project
and Avert
Implement program 8 months before the start of
HPI
Community Health Educators
Design program activities and
planning.
6 months before the start of
HPI
Community Health Educators
Focus on Primary and
secondary target audience
5 months before the start of
HPI
Community Health Educators
Create advertising programs 4 months before the start of
HPI
Community Health Educators
Advertising programs 3 months before the start of Community Health Educators
Register 30 participants 2 months before the start of
HPI
Community Health Educators
Pretest 1 month before the start of
HPI
Community Health Educators
Evaluate, and adjust 3 weeks before the start of
HPI
Community Health Educators
Health Education Meetings 12 sessions in 12 weeks Community Health Educators
Screening and Testing for HIV During the 12 sessions Community Health Educators,
Phlebotomist, HIV
Counselors, Mental
Counselors
Evaluation 3rd, 6th, 9th and 12th Community Health Educators
Posttest with outcome and
evaluation
3, 6, 9, 12 months after the
program
Community Health Educators
Result and evaluation 12 months after HPI Community Health Educators
Budget
Program estimated budget for the 2 years (24 months) is $942,613.00. The budget below
includes recruits, spaces, equipment or supplies, and marketing. Recruits include qualified
professionals and volunteers. For an effective work environment, space with offices and meeting
rooms will be rented out monthly to accommodate all staff members and volunteers, as well as
HLTH 634
space for community events. 15 Passenger Van will be rented to fit staff and participants during
Health Promotion Initiative education sessions and testing events. Equipment and supplies include
technology equipment, office supplies, HIV testing kits, food and beverages to be used for day to
day activities, meetings, and events. Marketing costs include radio spots, pamphlets, signs or
posters, brochures and social media. The more information spread in the community, the more
successful the program will be. A greater number of Black and African American (MSM) at risk
for contracting HIV in Virginia, District of Columbia (DC) will be educated about HIV and have
the ability and resources to prevent it. The printed and published literature will serve to increase
HIV awareness.
Issues of concern/potential problems
Scheduling, conflicts, policies, clearances, approvals, etc.
Issues of concern or potential problems can be common in public health initiatives. Some
of the concerns for the “Know your Stand” Health Promotion Initiative may include:
• Lack of funding to implement the program
• Lack of program participants
• Adherence to the projected timeline: delay in launching the program, receiving funding in
a timely manner, completing sessions on time.
• Lack of community support
• Policy changes, or approval delays
Evaluation strategies
Formative and process
Summative (outcome and impact)
The “Know your Stand” Health Promotion Initiative will conduct process evaluations and
outcome evaluations. Process evaluation is done during the implementation of the program and
observes how well the program is doing. Process evaluation answers the questions what, how,
when, where and who to evaluate if the program is doing what it is intended to do. Outcome
HLTH 634
evaluations determine the impact of the program, effectiveness and improvement and the
objectives met. Data from participants will be collected using pretest and post-test surveys and
one-on-one meetings. Information collected will be used to determine the program’s effectiveness,
participant’s behaviors and knowledge.The qualitative and quantitative research will be used to
evaluate the outcome evaluation. Quantitative research will come from the percentages of
program participants who have had a behavior change in their sexual health behavior during the
program. Behavior change will be measured by the participant’s knowledge of HIV and attitude
towards prevention. Qualitative research will be recovered from discussions during HIV education
classes to gather reactions, impressions, and additional issues or concerns. Qualitative research is
used to interpret quantitative data and help determine why precise outcomes were achieved or
not.
HLTH 634
Work cite
1Men who have sex with men (MSM), HIV and AIDS. (2017, December 06). Retrieved March
15, 2018, from https://www.avert.org/professionals/hiv-social-issues/key-affected-
populations/men-sex-men
2HIV/AIDS. (2018, February 27). Retrieved March 15, 2018, from
https://www.cdc.gov/hiv/group/msm/index.html
3Alliance Health Project, support for LGBTQ and HIV communities. (n.d.). Retrieved March 15,
2018, from https://ucsf-ahp.org/
4HIV Behavior Study Series #2, HAHSTA, DC Department of Health.
5District of Columbia HIV/AIDS Epidemiology Update 2008.
6Lopez, G. (2014, July 24). 5 reasons HIV is on the rise among young gay and bisexual men.
HLTH 634
Retrieved March 15, 2018, from https://www.vox.com/2014/7/24/5927961/HIV-
epidemic-young-men-sex-STD-STI
