AEGiS-07IAC: The importance of social marketing techniques in creating effective media campaigns on AIDS.

7th International AIDS Conference


Florence, Italy — June 16-21, 1991

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The importance of social marketing techniques in creating effective media campaigns on AIDS.

Int Conf AIDS 1991 Jun 16-21; 7:456 (abstract no. W.D.4273)
Margo G, MacDonald G, Schneider A, Dayrit M, Abad M, Consunji B; AIDSCOM/Academy for Educational Development, Washington, DC, USA

CONTEXT: Low incidence of HIV infection and few diagnosed cases of AIDS permit Philippine government planners the time in which to analyze the opportunities available to them in communicating with the general public about HIV prevention. PURPOSE: To use social marketing techniques systematically to develop, implement and evaluate a targeted media campaign designed to provide the Metro Manila public with information about HIV/AIDS and their prevention.

METHOD: Carefully designed and pre-tested qualitative and quantitative research among sentinel populations allowed government planners to develop a communications strategy based on a profile of the knowledge, beliefs, attitudes and behaviors of "Miguel Joven," the illustrative young, sexually active Filipino male who would be the target audience for a media campaign on AIDS. Campaign messages, prototype advertising treatments and collateral information materials were pre-tested and refined. Final television, radio and print executions were selected and revised on the basis of additional pre-test data. A telephone hotline and public relations program were set up to support the campaign. Immediately following completion of the media campaign, random tracking surveys were conducted among key populations to assess effectiveness through comparisons to baseline research.

RESULTS: According to tracking data, the campaign had a marked positive impact on "Miguel Joven" and the general public, decreasing misinformation, changing attitudes and increasing ability to assess personal risk accurately.

DISCUSSION: The systematic use of social marketing techniques significantly improves the effectiveness of mass media campaigns on AIDS. The Philippine experience provides valuable lessons for medium- to high-incidence countries.

Keywords: AEGIS, Acquired Immunodeficiency Syndrome, HIV Infections, Television, Radio, Advertising, Hotlines, Communication, Public Opinion, Data Collection, Philippines, Male, methods, ICA7KWDaegis,acquiredimmunodeficiencysyndrome,hivinfections,television,radio,advertising,hotlines,communication,publicopinion,datacollection,philippines,male,methods,ica7
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WD4273

Copyright © 1991 - International AIDS Society (IAS). Reproduction of this abstract (other than one copy for personal reference) must be cleared through the IAS.