The aim of the study is the application of the techniques and tools of social marketing to improve the awareness about HIV transmission and encourage young students between the age of 18 and30 to access at HIV testing given that 85% of new diagnosis in 2016 may be attributed to unprotected sex (Italian National Health Service ISS-2016). The number of young people that take the test is low, making the risk of late presenters much higher; for that reason a survey was addressed to a sample of 200 Alma Mater Studiorum students.

1. N. Title:
Social Marketing: strategies and tools to promote HIV preventionOC 32
Authors:
Affiliation:
1
Marketing Sociale Onlus, 2
Plus Onlus, 3
Social Marketing Compass University of Bologna
Abstract:
L. Milli1
, S. Mattioli2
, A.M. Pietrantonio1
, G. Fattori3
Background: The aim of the study is the application of the techniques and tools of social marketing to
improve the awareness about HIV transmission and encourage young students between the age of 18 and
30 to access at HIV testing given that 85% of new diagnosis in 2016 may be attributed to unprotected sex
(Italian National Health Service ISS-2016). The number of young people that take the test is low, making
the risk of late presenters much higher; for that reason a survey was addressed to a sample of 200 Alma
Mater Studiorum students.
Material and methods: To realize the project’s goal we implemented a “Social Marketing Plan” in order to
stimulate changes in the approach to the issue and induce changes in individual behavior; but there are still
many barriers facing the achievement of this goal from lack perception of the risk and the stigma that the
illness carries with it. To implement the study we planned a partnership with the “Plus Association” given
their expertise in the execution of the “fast HIV test “and counselling in the “Blq Checkpoint Center” that
was chosen as reference point for the students.The center is easily accessible by our target, guarantee the
execution of the “fast HIV test” and counseling in a welcoming environment out of the hospital but in
connection with the hospital for the “second level” assessments and treatments. Once the strategy was
outlined, the next step was to reach the target, both, online and offline. Social networks were the “pillar” for
online promotion, must of all Facebook and the “testatHiv page” through which we shared “information pills”
about prevention in formats easily to absorb. Moreover, the “TestatHiv page” was the promoter of the offline
work; this consisted in face to face interviews with students between 19 and 30,who were asked the knew
the difference between AIDS and HIV, the ways of transmission and if they had ever taken the test. The goal
of interviews was the highlighting of the poor knowledge about the issue, influence behaviors and stimulate
students to go to the “BLQ CheckPoint Center” and get tested. Most of the students interviewed showed a
lack of knowledge about the prevention issue; the 73.3% of the students had never taken the test.
Results and Conclusions: Thanks to our initiative and the overtime opening of the “BLQ Checkpoint Center
“to make easier access during the “European Testing Week”, 61 students under the age of 30 went to the
"BLQ Checkpoint Center" to take the HIV test (29 heterosexuals and 32 homosexuals). The great increment
of accesses that went much further the “European Testing Week” showed that this Social Marketing Strategy
is successful and can produce positive cognitive and behavioral changes in this specific target group.
Social Science, marginalized populationSession/Topic:Oral Communication

2. PROMOTION
DISTRIBUTION PRICE
PRODUCT
PARTNER
- Low risk perception
- Misinformation
- Stigma
- Privacy
HIV Testing for
young people
between 18 and
30 years old
Online: Facebook
Offline: face to
face interviews