Social Marketing Fighting HIV/AIDS-related Stigma

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Social Marketing Fighting HIV/AIDS-related
Stigma

• Presented by
• Dr. Sheoran Bhupendra
• Community Development Division Manager
• 07/12/2007

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Social Marketing

• In the 1970's, Phillip Kotler and Gerald Zaltman
  pointed out that standard marketing principles
  could be used to promote ideas, attitudes and
  behaviors that benefit target audiences and
  society (Weinreich, 1999, www.social-marketing.com
  ). One frequently quoted definition of social
  marketing is the "application of commercial
  marketing technologies to the analysis, planning,
  execution, and evaluation of programs designed to
  influence the voluntary behavior of target
  audiences in order to improve their personal
  welfare and that of their society" (Andreasen,
  1995).

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The four Ps
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Research
http//www.social-marketing.com/process.html
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Does it work?Real Life examples
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May 2006 Events 15 Events
                                                  
                                                  
                       

• San Francisco
• Los Angles
• Orange County
• Boston
• Washington DC
• Hawaii
• Chicago
• Doraville
• New York
• San Jose
• Minneapolis
• Dearborn

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PSA

• The media placements results
• Total Cable networks 85 million cable TV homes
• Local Cable Systems, 7 major markets 17.4
  million cable homes
• Direct-to-home platform 15 million homes
• Local TV Broadcasters 23.7 million TV HHs

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Public Service Announcement
TV Cable HHs by market
SourcesTV HHs A.C. Nielsen, September 24, 2005,
Cable TV HHs Cable World, November 2001
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Media Outreach
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BTP Survey 2006

• Objective
• To measure the effect of Banyan Tree Project
  activities on peoples attitudes about HIV/AIDS
• When
• May June 2006
• Where
• 5 cities
• How many
• 409

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Respondents
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(No Transcript)
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(No Transcript)
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Attitudes Overall about People Living with
HIV/AIDS
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Banyan Tree Project Exposure and Attitudes toward
HIV
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Sexual Orientation and Attitudes toward HIV
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Personal Relationship with an HIV Person and
Attitudes toward HIV
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Key Findings

• Overall, stigma scores are relatively low
• Those who have been exposed to the Banyan Tree
  Project campaign show less stigmatic attitudes
  than those who have not been exposed
• The effect of Banyan Tree Project exposure
  remains even after factoring out the effects of
  sexual orientation and knowing an HIV person on
  HIV-related stigma
• Heterosexual people show more stigmatic attitudes
  than non-heterosexual people
• Those who know someone living with HIV/AIDS,
  including themselves, show less stigmatic
  attitudes than those who do now

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Other Success's

• Florida Truth campaign
• anti-smoking campaign http//www.social-marketing.
  org/success/cs-floridatruth.html
• In just two years, from 1998 to 2000, the percent
  of Florida middle schoolers who smoked cigarettes
  in the past 30 days fell from 18.5 to 8.6 percent
  while the percentage for high schoolers went from
  27.4 to 20.9.
• Click It or Ticket
• Combining enforcement with communication
  outreach. http//www.social-marketing.org/success/
  cs-clickit.html
• Promotion was directed at advertising the new law
  and its legal consequences.
• 14 reduction in traffic fatalities
• When the communication was withdrawn and the
  enforcement left in place, seat belt use dropped
  dramatically. Once the communication component
  was restored compliance went back up.
• http//www.social-marketing.org/success.html