The changing nature of HIV prevention campaigns in 2010
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The changing nature of HIV prevention campaigns in 2010

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This presentation was given by Ben Tart (ACON) at the AFAO HIV Educators Conference 2010. ...

This presentation was given by Ben Tart (ACON) at the AFAO HIV Educators Conference 2010.

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  • Social marketing was first coined by Kotler and Zaltman in 1971 to refer to the application of marketing to the solution of social and health problems. Here is one of the most recognisable marketing symbols in the world.
  • But as early as 1951 Wiebe suggested “ that the more a social change campaign mimicked that of a commercial marketing campaign, the greater the likelihood of its success” So it’s suggested that social marketing should adopt traditional commercial marketing principles. Here is another well know marketing symbol.
  • And we release social marketing like this. Could you imagine Nike or Coca cola releasing a campaign like this? Usually press ads like this are only seen after a major corporation has made an almighty fuck-up and they release a statement as some kind of PR damage control.
  • Here it is nest to its press ad competeitor… However, I don’t believe a campaign like this is necessarily always without a place. For instance, an annual HIV report to the community highlighting key points and recent developments may look something similar to this. After-all, this is a hell of a lot more attractive and appealing than something like this…
  • And that is a key challenge; if we acknowledge that to affectively engage our target audience we need to “ mimic commercial marketing” how do we distil complex, detailed and voluminous information within an increasingly competitive space.
  • As suggested, we utilise these commercial marketing principles and wrap them around a health promotion message.
  • This familiar symbol then triggers a recall of a health promotion message. So, the idea is to engage first and then provide message and detail, much like the Drama Down Under campaign has done where the Imagery and creative incorporates a singular message
  • MacFadyen, Stead and Hastings in their report ‘ A Synopsis of Social Marketing ’ state that “During the late 1950s and early 1960s, marketing academics considered the potential and limitations of applying marketing to new arenas such as the political or social.” Here is a well-known example from 2008 of how social marketing was used with a simple slogan to galvanise community spirit and action around a significant social and political quest. “ Yes We Can”
  • In 2007 we developed a similar approach to galvanise community spirit and action. This may be what is called a “cultures of care” campaign.
  • And here is how we utilised this notion across a range of messages and executions.
  • However not everyone may be inclined to engage with a large scale social marketing campaign message. Regular focus testing has repeatedly identified groupings that engage with social marketing in different ways.
  • Focus testing outcomes suggest that different methodologies may work best according to different segments of the target audience.
  • About skills development not just about information provision. Activities, role plays to test skills etc
  • The line through the middle is the message thread
  • In a 2006 Health Psychology article, MacDonald et al reported that ‘Condom-use interventions may be more powerful if they provide cues to recall safe-sex messages when sexual activity occurs’. Participants assigned to the reminder intervention were given a “friendship bracelet” to wear and were instructed to have the bracelet remind them of the intervention. Of the 125 participants who had engaged in sexual intercourse, condom use at last intercourse was higher in the bracelet condition (55%) than in the standard (27%) or control (36%) conditions. The authors also found that the bracelet remained effective, even when participants were under the influence of alcohol. These findings therefore imply that health intervention programs may be more efficacious if they include strategies such as reminder cues to increase the salience of health information in the appropriate contexts.
  • A strong example of a broad social marketing campaign i.e. whytest, through to group-level engagement and then down to face-to-face, peer education intervention Note the briefing session taking place with the players about the campaign Campaign t-shirts worn by convicts players and acon staff Resources providing an “ice-breaker” between players and punters allowing for a face-to-face interaction Teddy Rose and I will be talking further about the Convicts and partnerships later throughout the conference if you’d like to hear more.


  • 1. “ What is Social Marketing good for anyway?” The changing nature of HIV prevention campaigns in 2010 Ben Tart
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  • 13. Gay men engaging with Social Marketing safe sex messages Unlikely to be safe ‘ Running the gauntlet’* Always safe ‘ Don’t cares’ ‘ Forgetters’ ‘ Slippers’ ‘ 100%ers’ REJECTS RAISES REMINDS REINFORCES CAMPAIGN IMPACT *This phrase was used by one respondent to describe UAI in casual sex, group, or venue situations. It expresses the situation as taking a risk, which most respondents saw as accurately describing this behaviour.
  • 14. Education Methodologies Community Level Individual Level Community Level Individual Level Group Level
  • 15. Education Methodologies Social Marketing & Resource Distribution Peer Education & Community Development Individualised, Face-to-face responses Community Level Individual Level Group Level
  • 16. Education Methodologies Social Marketing & Resource Distribution Peer Education & Community Development Individualised, Face-to face responses Posters Press ads Online ads Booklets Pamphlets Collateral Websites Postcards Safe-Packs Workshops Forums Training Public Speaking Events Peer Leadership Peer Mentoring Peer Support Counselling Clinical In the NSP Outreach Community Level Individual Level Group Level
  • 17. What methodologies will work with each group Face-to-face, Peer Ed Social Marketing Community Development, Group level Social Marketing May respond to face-to-face, peer ed initiatives Require more / other information if likely to be persuaded Core message of campaign, as conveyed by imagery, is enough to remind and reinforce X ?   Intervention
  • 18. Various Methodologies working with the issue of Relationships
  • 19. M8 Relationship Workshop Community Panel: Learn from the Experts Week 6 Spicing it Up. Getting Out of Relationships. Changing Relationships. Week 5 Sexual Values in Relationships. Communication. Week 4 Dating and the first few months. Negotiated Safety. Week 3 What are we into? Where to find guys. HIV Basics. Week 2 What are relationships? Sexual values. Week 1
  • 20. Clinical Services and Relationships
    • Relationship issues are explored constantly
    • Internal and external relationships including self, partners, family, friends
    • Up to 26 weeks or six months
    One-to-One Counselling
    • Group Therapy
    • Provide a place to explore how intimacy affects sense of self, relationships and community
    • 12 sessions
    Exploring Intimacy Therapy Groups     Content Setting
  • 21. Food for Thought!
    • Understand strengths of each methodology
    • Understand limitations of each methodology
    • Ensure links through each methodology
  • 22. Methodology Pyramid Social Marketing Peer Education & Community Development Individualised, Face-to-face Opportunity for Message Detail, Complexity and Engagement
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    • “ Where possible and where appropriate social marketing should provide singular and prioritised messages while providing pathways to other methodologies that allow greater detail, skills development, peer education and one-to-one interactions”.
    Take Home Message!
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  • 27. References, acknowledgements
    • References
        • MacFadyen, Stead and Hastings (1999) A Synopsis of Social Marketing
        • Fox KFA and Kotler P (1980). The marketing of social causes: The first ten years. Journal of Marketing
        • MacDonald et al (2006) Remembering the Message: The Use of a Reminder Cue to Increase Condom Use Following a Safer Sex Intervention. Health Psychology, Vol. 25, No. 3, 438–443
        • JFK Bluemoon Research (2008) ‘You Just Don’t Know’ Campaign Evaluation
    • Thank you to:
        • Deb Broughton
        • Ben Bavington
        • Rob Sutherland
        • Dermot Ryan
        • Yves Calmette