Special Projects Fund

Grantee Name

Korean Community Services of Metropolitan New York, Inc.

Funding Area

Special Projects Fund

Publication Date

February 2011

Grant Amount


Grant Date:

January 1, 2008 to December 31, 2008


The Korean Community Services of Metropolitan New York, Inc. (KCS) undertook a one-year, special opportunities project to increase the awareness and promotion of hepatitis B-related preventive practices among Korean Americans in New York City through the creation of a culturally and linguistically appropriate social marketing campaign.

Its “Stop Hep B!” program provided high-quality, culturally and linguistically competent hepatitis B health education. The television and radio public service announcements (PSAs) developed as part of this initiative appeared to have an impact on knowledge, use of services, and number of hepatitis B screenings as viewers and listeners rated the effectiveness of the PSAs highly. However, after broadcasting the PSAs and coordinating weekly hepatitis B screenings and vaccinations, daily call volume on hepatitis B-related inquiries received by KCS’ public health program increased from 300 to 500 calls, falling short of KCS’ proposed goal to increase volume from 500 to 1,000 calls.

Outcomes and Lessons Learned

  • Worked with assistant staff, local Korean media, community members and consumers to research and write potential story lines for production of PSAs by evaluating existing materials and health messages.
  • Developed two bilingual television PSAs and two Korean language radio PSAs that were broadcasted three times a day for four months.
  • Facilitated connections with staff members and retained active support and collaboration from government agencies including the New York City Department of Health and Mental Hygiene, the New York City Council, the New York State Assembly, and the Mayor’s Office of Edison Township in New Jersey.
  • Reached out to different groups of community leaders, such as KCS Board Members and Korean American volunteer physicians, to encourage them to take a leading role in improving access to hepatitis-related health care.
  • Ran hepatitis B education workshops to spread information on the disease, its prevention, and treatment. KCS also referred community members who contacted them to its partnering medical facility, Joeun Clinic, located in Flushing, Queens.
  • Assessed the effectiveness of its broadcasts by monitoring the increased volume of hepatitis B-related calls to its public health program, the source of referral to that phone line, and health behavior change. KCS also assessed health behavior, hepatitis B knowledge, family history, and other details through an intake survey for patients who followed up with a visit to the Joeun Clinic.