The changing nature of HIV prevention campaigns in 2010
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“What is Social Marketing good for anyway?”
The changing nature of HIV prevention campaigns in 2010
Ben Tart
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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.
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Education Methodologies
CommunityLevel
IndividualLevel
CommunityLevel
IndividualLevel
GroupLevel
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Education Methodologies
Social Marketing& Resource Distribution
Peer Education & Community Development
Individualised,Face-to-faceresponses
CommunityLevel
IndividualLevel
GroupLevel
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Education Methodologies
Social Marketing& Resource Distribution
Peer Education & Community Development
Individualised,Face-to faceresponses
PostersPress adsOnline adsBooklets
PamphletsCollateralWebsitesPostcards
Safe-Packs
WorkshopsForumsTraining
Public Speaking Events
Peer LeadershipPeer MentoringPeer Support
CounsellingClinical
In the NSPOutreach
CommunityLevel
IndividualLevel
GroupLevel
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What methodologies will work with each group
Face-to-face, Peer Ed
Social Marketing
Community Development,
Group level
Social Marketin
g
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
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Various Methodologies working with the issue of Relationships
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Week 1 What are relationships? Sexual values.
Week 2 What are we into? Where to find guys. HIV Basics.
Week 3 Dating and the first few months. Negotiated Safety.
Week 4 Sexual Values in Relationships. Communication.
Week 5 Spicing it Up. Getting Out of Relationships. Changing Relationships.
Week 6 Community Panel: Learn from the Experts
M8 Relationship Workshop
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Clinical Services and Relationships
Setting Content
Exploring Intimacy Therapy Groups
Group Therapy Provide a place to explore how intimacy affects sense of self, relationships and community 12 sessions
One-to-One Counselling
Relationship issues are explored constantly Internal and external relationships including self, partners, family, friends Up to 26 weeks or six months
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Food for Thought!
• Understand strengths of each methodology• Understand limitations of each
methodology• Ensure links through each methodology
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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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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