Design for Dissemination: Leaders Suggest Local Strategies for Implementing a Health Communications Campaign

Abstract

Purpose

Using evidence-based health communication campaigns (EBHCC) is critical for addressing disparities in tobacco-related health outcomes among LGBTQ+ populations; therefore, this study aimed to examine processes and supports for community-based organizations (CBOs) to integrate evidence-based solutions into practice using a design-for-dissemination framework.

Approach

Qualitative interviews were conducted.

Setting

CBOs serving LGBTQ+ populations.

Participants

22 staff from U.S.-based CBOs participated in video interviews.

Method

We used reflexive thematic analysis to generate themes.

Results

3 key themes included: (1) leaders perceived storytelling as a desirable and effective way to operationalize hyperlocal adaptation of content, particularly when in-group stories came from the community and included video content (which was perceived to maximize reach); (2) researcher participation in content production/delivery was seen as a compelling implementation strategy; and (3) these requested components were seen as adding value rather than as substitutions for text- and image-based EBHCC content.

Adaptations envisioned by participants are associated with increased demand for limited resources (ie, requiring more time or financial resources), on the part of CBOs, the research team, or both. Researcher strategies were identified to support meeting CBOs’ needs given these contextual constraints.

Conclusion

This research explores supports and processes requested by CBOs serving LGBTQ+ populations as part of the adaptations envisioned in implementing EBHCCs and highlights possible avenues to better meet CBOs’ needs in effectively utilizing interventions.