This document discusses a case study on HIV/AIDS prevention innovations in developing countries. It analyzes the ABC strategy of abstinence, being faithful, and condom use according to Rogers' five characteristics of innovation diffusion: relative advantage, compatibility, complexity, trialability, and observability. The document also examines the STOP AIDS campaign in San Francisco in the 1980s that successfully spread HIV information through influential community members.

1. The application of the speed of Innovation in DOI Group members: Le Thi Van An - s3260612 Doan Thi Cam Nhung - s3297019 Lecturer: Duong Trong Hue

3. Case study about HIV/AIDS prevention

5. REVIEW Relative advantage–is the _______ to which an innovation is perceived as ______ than the idea it supersedes. The degree of relative advantage may be measured in economic terms, but ______________, convenience, and ____________ are also important factors. better degree social prestige satisfaction Compatibility– is the degree to which an innovation is perceived as being __________ with the ________ values, ______ experience, and ______ of potential adopters. consistent existing past needs Complexity– is the degree to which an innovation is perceived as _________ to understand and use. difficult Trialability– is the degree to which an innovation may be _____________ with on a limited basis. experimented Obserability– is the degree to which the results of an innovation are ______ to others. The _______ it is for individuals to see the results of an innovation, the ______ likely they are to adopt it. visible easier more Rogers (2003)

6. Case study: HIV/AIDS prevention HIV/AIDS prevention ABCs (Abstinence, Being faithful, and Condom use) Needle exchange Source: http://www.expandmywealth.com/ Source: ecardmedia.eu

7. HIV/AIDS HIV/AIDS HIV/AIDS HIV/AIDS HIV/AIDS HIV/AIDS HIV/AIDS HIV/AIDS HIV/AIDS HIV/AIDS HIV/AIDS HIV/AIDS HIV/AIDS HIV/AIDS HIV/AIDS HIV/AIDS

8. 1990 - 8 million people 1997 - 22 million people 2007 - 33 million people > 30 million have died

11. Created by the Filipino Secretary of Health

12. Prevent HIV/AIDS based on sexual transmission

13. A – Abstain: abstain from sex

14. B - Being faithful: being faithful if you not abstain

15. C – Condom:Use condom if you are not faithful (‘The ABC of HIV prevention’ n.d.)

17. Target gay community

18. Using influential membership within gay population to spread HIV information

19. Success - achieved 30.000 gay men participated within 3 years(‘About Stop AIDS’ 2011) http://www.dipity.com/lguerrac/personal/

21. Communication channels

22. Characteristics of the SF’s gay communityCase study: HIV/AIDS prevention

23. Topic for discussion: Do you think that ABCs will be successful when it comes to developing countries? Give your answer base on the 5 elements of the innovation in DOI theory. Case study: HIV/AIDS prevention

25. Compatibility

26. Complexity

27. Triability

28. ObservabilityCase study: HIV/AIDS prevention

29. Reference ‘ABC of HIV prevention’ n.d., International HIV and AIDS charity, viewed 18 August 2011, <http://www.avert.org/abc-hiv.htm>. ‘About Stop AIDS’ 2011, STOP AIDS project, viewed 18 August 2011, <http://stopaids.org/about>. AVERTing HIV and AIDS, AIDS, viewed 14 August 2011, <http://www.avert.org/aids.htm>. AVERTing HIV and AIDS, AIDS Timeline, viewed 14 August 2011, <http://www.avert.org/aids-timeline.htm>. Bertrand, J 2004, ‘Diffusion of Innovation and HIV/AIDS’, Journal of Health Communication, vol. 9, pp. 113-121. Global Health Council, The Impacts of HIV/AIDS, viewed 15 August 2011, <http://www.globalhealth.org/hiv_aids/?gclid=CML4qq_v1aoCFaQF4godeFJf6Q#top>. Rogers, M 2003, Diffusion of Innovations,5th edn, Free Press, New York, pp. 229-258. Sharma, S 2010, ‘HIV/AIDS’, E-medicine Health, 7 July, viewed 15 August 2011, <http://www.emedicinehealth.com/hivaids/article_em.htm>.

30. Thank you for listening!