Louisiana Community AIDS Partnership
Social Marketing Collaborative
The purpose of the Focus Group is to get an idea of the type of woman/man and
messages your target audience relates within the realm of HIV/AIDS social
marketing campaign materials. The target audience/consumer input is critical for
the success of your social marketing campaign. All information collected is strictly
confidential and will be used by your committee to plan your social marketing
A Few Notes Before You Begin
• Each focus group should last no longer than 45 minutes to one hour.
• Each focus group should have 8-12 participants.
• Each focus group should have a moderator and note taker.
• The moderator and note taker are NOT to give his/her opinions.
• It is GOOD to have conversation amongst the participants.
• All information is CONFIDENTIAL, no names are needed.
• Participants should be given hard copies of the PowerPoint presentation
slides so that they can record their comments next to each image (some
people are not comfortable telling their true feelings in front of a group and
may write them down instead).
• Please tell participants that you will collect all hard copies at the end of the
Focus Group (so they should not put their names on the materials).
The focus group activities may include images divided into three sections:
(1) General images.
(2) Commercial marketing images.
(3) HIV/AIDS social marketing print ads/posters.
• Participants will discuss their initial reactions to each campaign’s
message, artwork and the relevance of the ad within their own
• Participants will be asked to share with the group and record on
individual handouts (to be collected at the end) any and all
adjectives and/or phrases (depressed, happy, hopeful or joyful)
that come to their mind when they see each image on the screen.
• The comments will be collected at the end by the facilitator.
• The note taker will record the conversation of the group.
• The facilitator will guide the group (spending thirty-seconds to one-
minute on each image).
• The facilitator should ask probing open ended questions: Do you
relate to this picture? Does this person look like your neighbor,
sister, friend, wife, husband, child, etc.? Would you read a poster if
this image was on it? Do you relate to the message, tone, colors of
• Participants are asked to share with the group their feelings toward
the different images of women / men.
Send all focus group notes and completed participant handouts to:
Louisiana Public Health Institute: Louisiana Community AIDS Partnership
1515 Poydras, Suite 1200
New Orleans, LA 70112