HIV & AIDS- sharing knowledge, changing lives

Juan Mejia 13549275 Maria Inês Sousa 13583392 Yu-Hsiu Hsu 13471552 Ssu-Teng Chang 13235996

4MMC7B1 Public Relations & Reputation ManagementModule Leader: John Slevin

About namNAM is a charitable foundation that works to divulge information and provide education regarding HIV and AIDS: – It works to keep the world up to date with the most recent news, studies and

discoveries about HIV/AIDS– Gives support to HIV positive patients– Helps them to understand their condition and options– Informs healthcare professionals of the best and most recent practises.

(Aidsmap, 2012), (Interview, 2012)

Values

Useful, Reliable and ResponsiveIn addition, the company believes that in order to maintain their reliable and trustworthy reputation, they must stay neutral and never associate themselves with any political party or pharmaceutical corporation

Nam changes lives with knowledge• “At NAM we believe that knowledge is power. We are working to create a

world where quality information on HIV is available free of charge to everyone, everywhere, at anytime.”

• “Access to quality information is absolutely critical to enable individuals and communities affected by HIV to protect themselves, care for others, advocate for better services and challenge stigma and discrimination.”

• “NAM is one of the world’s leading sources of independent, accurate information on HIV and AIDS. Our website, aidsmap.com, is a truly global resource and is viewed over 4.5 million times every year. It is packed full of the latest HIV news; research; information on treatment, prevention and care; living with HIV; conference reports; and HIV service listings. Whatever your connection to HIV, NAM provides a constant, dependable source information to support you.”

(Aidsmap.com, 2012)

Nam’s positioning

• Founded in 1987 by Peter Scott, it originally stood for National Aids Manual

• Created with the purpose of, in a time of mass hysteria and little medical developments, collecting all available information on HIV and AIDS

• It grew to become the UK’s number one source of information about HIV and AIDS

• It remains to this day “one of the world’s leading sources of independent, accurate information on HIV and AIDS” having grown considerably

• It gathers support from the scientific community, governments, healthcare and pharmaceutical companies as well as other similar organisations

(Aidsmap, 2012)

History

• The organisation as a set of long term objectives, that do not change much throughout the years. These are the following :– To maintain and build NAM's core activities in the current, rapidly changing and

uncertain environment– To take a European lead on information for professionals concerning HIV prevention and

new prevention technologies– To increase coverage of hepatitis co-infection and other co-morbidities

• They have also publish the objectives for 2010. Although some progress has been achieved in these areas, the organisation is still engaged in activities that relate to these goals .– To address the needs of people working in HIV who are affected by Task Shifting, which is

the process of delegating tasks to less specialized health workers.– To increase the rootedness of NAM's patient information resources within the UK's

African communities, and to extend the organisation’s reach amongst them– To develop aidsmap.com's new e-ATLAS as a global hub for sharing information and

networking

(Charity Commission, 2010)

Nam’s Objectives

• Although it is one of the highest rated HIV related, it remains fairly unnoticed.

• NAM is a very small organisation with only 16 employees.

• Although they have stated that they do not wish to become a multinational organisation (Interview), they have very limited resources and influence within their current structure.

• As a non profit organisation, NAM is always struggling with funds.

• The loss of some main funders and the recent government cuts had a negative effect on the organisation.

(Interview, 2012), (BBC, 2011) ,(Charity Commission)

Current situation

• 4.5 million visits per year to the website, 8 people per minute

• 31,500 people receive HATIP in 270 countries (healthcare professionals)

• Relationships with 2500 HIV organisations worldwide

• 46,000 people worldwide receive their e-news bulletin service

Key figures

(Aidsmap, 2012 ) * HIV & AIDS Treatment in Practice (HATIP)

Distributed via • aidsmap website• e-bulletins: HIV weekly, adsmap news, aidsmap

insight • other NAM resources: HTU, back of booklets• facebook and Twitter• HIV relevant publications and medical centre

A great opportunity to tie in this area of services with NHS

Mobile App- HIV test location finder• Assist people to find the nearest HIV testing location• A more personalise-able tool enhance the

willingness of people to search information and have test

• Receive the testing result privately and quickly • Increasing HIV testing rate that make it become a

normal test • Mobile phone App has not be used by other HIV

organization• Increase the ability of HIV prevention.

Research input

Nam

Partner NGOHIV clinics Website/email

Intl NGOs

Mobile App

Nam’s new apps project

NAM’s information distributing channels

(Interview, 2012)

Nam’s structureBoard of Trustees

Provide strategic leadership for the organisation;Receive no remuneration

Editorial Freelancers:

Members external to the organisation

that contribute with editorial content

Executive DirectorResponsible for

implementing the strategic plan, as well as managing

resources

Editorial TeamProduce

informational content;

Maintain the databases and the website up to date;

Employees16 in total, they are responsible for managing and producing informational content

Many of them have a second jobThe team is divided in 5 major areas:

VolunteersHelp the organisation with several tasks;

Receive no remuneration;High rotation job: most volunteers don’t stay longer than a few months

Finance and Office team

Manage the organisation’s

finances and IT systems

Communications Team

Establish relationships with stakeholders;

In charge of the communication

strategy

(Aidsmap, 2012), (Interview, 2012)

ANALYSIS OF THE CURRENT SITUATION

Stakeholders map

nam

End user

UK Funders

Internal

Media

Regulators

Partners

People with HIV/patients(Gay men/African population)

Community and family(indirect)

Doctors/GP(Indirect contact)

Pharmaceutical companies(independence)

International HIV organizations(joint projects)

Government(NHS, department of health, etc)

Other private funders(incl. trustees)

Volunteers(small/informal)

Employees(Small/informal)

Board(independent/not involved)

General media(no relation)

Medical media(source/reactive)

LGBT media(source/reactive)

Government(indirect)

Parliament(independent)

NGOs(cooperate)

International(support and joint projects)

HIV clinics(Indirect)

End user• No direct relationship• Subscription newsletter non targeted• Information updates on web• Some social media

Funders• Affected by approval of HIV NHS treatment• No formal relationship• MD has good relations with them• Personal/not corporate• Work in network with other countries• No direct relations with government

Regulators• No direct relationship• Some employees are consulted as experts• Not formal relation with nam• Member of various associations (inactive)• Qualification of information standard is critical to

the mission (given by government)

Partners• HIV clinics: provide information and leaflets for

them to distribute• Local: work with other NGO focusing on direct end-

user relations• International: work with others in translating

content and sharing knowledge

Internal• Employees have long periods• Volunteer recruit is reactive and limited• Board: communications only through MD although

they approve all changes

Media• Reactive approach answering specific requirements• Don’t like to expose nam too much• Fear of reputation risk is more than benefit• Not segmented approach• Lack of resources to manage media relations

Stakeholder relationships

Stakeholder relationship analysisTarget audiences Tactics Media Key Messages Interest Other influencing

factors

End user No direct relationship

Non-targeted

-Public information

-Subscription newsletter -Information updates on web-Some social media

At NAM we believe that knowledge is power. We are working to create a world where quality information on HIV is available free of charge to everyone, everywhere, at anytime.

Information and support regarding their condition

Funders No formal relationship: personal/not corporate, that depends on the Managing Director's personal contacts

Work in network with other countriesNo direct relations with government-Two way symmetrical model

-Press releases-Website and social networks-Corporate communications-Private communications

We would like to take this opportunity to thank all our funders, past and present, for their support. It is your commitment and generosity that underpins everything we achieve for people affected by HIV.

Also, we have strict funding guidelines in place to ensure the independence and impartiality of all our information

Corporate social responsibility actions

Affected by approval of HIV NHS treatment

Deeply affected by the recession

Internal (Employees, volunteers and board)

Employees: small group with informal communication

Volunteers: recruit reactive and limited, often short term

Board: communications only through MD although they approve all changes

-Two way symmetrical model

-Informal-Council volunteers office

We are a small team of 16 people, with a broad range of skills, expertise and experience. Working from our office in south London, we are committed to bringing clear and accurate information on HIV and AIDS to those who need it, and passionate about listening to the people who use our materials to ensure they continue to be relevant, accessible and useful.

Volunteers are an integral and valuable part of the team, each bringing their own set of skills and expertise to the charity. We are so grateful that they give up their free time to help us make a difference to the lives of people living with HIV, and cannot thank them enough.

Income; volunteer work

Employees: often directly related to the cause, usually stay for long periods; not

Volunteers: short term and high rotation

Target audiences

Tactics Media Key Messages Interest Other influencing factors

Partners (HIV clinics, other HIV related NGO’s both national and international)

Focus on direct end-user relations.Translating content and sharing knowledge

-Public information

-Leaflets for external distribution, in cooperation with the other orgs, e-newsletter, HIV & AIDS -Treatment in Practice (HATIP).

NAM enables prevention, healthcare and CBO workers to implement the latest research and deliver the most effective prevention, testing, treatment, and care services to their communities.

NAM works to provide an essential platform through which people can share their research and experience; upload resources; and network and collaborate with others.

Information exchange

Regulators No direct relationship.Some employees are consulted as experts.Not formal relation with NAM.Member of various associations (inactive)

-Public information

-Personal contacts (meetings)

NAM is a reputable, neutral and reliable source of information. Its follows all guidelines and practices defined by the regulation organs such as the Department of Health and the Parliament. Therefore, it should be regarded as a legitimate source of information.

Ensure that the organisation works within the law and according to the correct parctise guidelines

Qualification of information standard, which is given by the government, is critical to the mission

Media Reactive approach answering specific requirements.Not segmented approach.Limited resources

-Public information

-Press releases-Personal contacts-Interviews

NAM has the most up to date information on HIV and AIDS related issues. In addition, they are neutral and not backed by any pharmaceutical company, therefore, their information is reliable and impartial. NAM is the first source of information for HIV and AIDS.

Information Fear of reputation risk is more than benefit

Lack of resources to manage media relations

Stakeholder relationship analysis

Description Implication Certain Important

Political The government setting the discount rate when company or people donate money.NHS approved the HIV treatment scheme.

Government tax reducing law. Pharmaceutical companies donations reduced.

*********

*********

Economic There are about 16,000 charities in the UK, certainly, those charities share the donation in the UK. Government cuts to the health sector and charities.Economic downturn in the UK, with people having less money to donate.

Charities share the donation

Impact on funds from government to support activities from charities.

Reduction in donations from private funders.

*****

**********

*****

**********

Social In 2010, an estimated 91,500 people who living with HIV in the UK and around a quarter of them do not know their infection.Although the percentage of people diagnosed late has decline, the proportion of late diagnoses remain high at 50% in 2010.Still not enough knowledge of HIV and need education of prevention and respect for HIV patient. People are afraid of HIV test because of stigma and time for results.Since treatments have gone a lot better, people are less afraid of the disease.

People diagnosed late with HIV is still high and the awareness of HIV infection need to improve.

Importance of disseminating knowledge and educate about HIV.

Need to communicate the better new tests.

Need to show the impact of the disease although is not mortal anymore.

*****

*****

*****

*****

*****

*****

*****

*****

Technological Personal device developing and application innovation let people can find the information of HIV and its test online anytime anywhere.Online users have increased and the use of mobile is key to privacy.

App for locating test sites and treatment options

Develop new online and mobile tools

*****

*****

*****

*****

PEST analysis

SWOT analysisStrengths Weakness• Strong brand• Reputation • Good large user base• Knowledge• Reliable source• Information resources• International network• Online tools and resources• Established team• Opinion leaders

• Funding inflows• Marketing and brand• Reputation fear• Growth fear• Lack of resources to execute projects• Diversification of services• Brand awareness • Activation of content• Relationship with funders is personal

Opportunities Threats • Web access• Mobile• New tools (apps)• CSR Business initiatives• More awareness• International user base and interest• more HIV patients• Partnerships/alliances• More brand awareness• Increase education awareness

• Economic crisis• Decrease in donations• NHS drug scheme approved• Other NGOs• A cure for HIV• New entrants• New online sources/amount of online content

Likelihood of occurrence

Potential Impact

High

Low

HighLow

Cure for HIV or AIDS be found

Competition for donations

No further improvement in testing or treatment

Lack of awareness of NAM and its

activities

Other sources online

Lack of available funds

Issues Matrix

PR PLAN

Corporate GoalCreate a world where quality information on HIV is available free of charge to everyone, everywhere, at anytime.

Business GoalIncrease the funding to achieve the corporate goal and continue to expand out information platforms and assure business continuity.

Marketing ObjectivesIncrease brand awareness of the NAM brand by 30% (towards pre study), increase funds received by donations in 40%, and develop 4 initiatives that drive revenue for the organization.

Public Relations Objectives• Enhance the reputation of NAM and position it as the overall leader in providing HIV information with

an increase of 30% in Top of Mind measures.• Increase awareness of the importance of HIV testing and treatment options for people living with HIV in

the overall public, achieving an increase of 50% in the national quantity of monthly tests.•Have an impact on the doctors, NHS and clinics about importance of promoting testing and the

available information sources, contributing to increased number of monthly tests.•Demystify the beliefs of living with HIV, with national press coverage of more than 40 articles with the

key messages.• Increase relationships with all stakeholders and therefore increase amount of visits and visitors to the

different channels by 100% during the campaign: website, mobile site, apps.

Objectives

Marketing Communication ObjectivesIncrease the brand awareness of NAM to guarantee an inflow of funds that ensures the continuity of the organization and the projects that are planned.

• To change the perception that HIV is something that happens only to gay men and African communities.

• To make it a public matter. Everyone should get tested at least once a year, as if they know they have it they can treat it better and avoid giving it to other people.

• In this overall approach, NAM is the key information provider for both: the testing sites and options, and information about living and treatment for HIV.

• The following strategic approach shows the strategies to achieve this overall goal through managing the different stakeholders.

Strategic Approach

Media

• Info graphic video• Monthly newsletter• Section in website• Social media engagement

with journalists

Internal•Change mindset•Workshop•New plan

Funders

• Introductory video• Sponsor for

awareness campaign• Institutional projects• Newsletters, annual

review and meetings.

End user

• Re define to all population• Knowing matters campaign: • Phase 1: I know! Do you? Knowing matters.• Phase 2: living with HIV? Knowing matters.• Social media campaign• Celebrities/public figures endorsement

Volunteer

• Social media recruiting• Online application and video

presentation• Online assessment• Split into social media and

doctors activities

Partners

•New NGO partners•Event•Newsletters

•Medical visitors•Campaign package•Pins for tested people•Material

NGO

GPs

Strategic Approach map

Key Message Roadmap TARGET AUDIENCES

KEY MESSAGES DESIRED RESPONSE

End users Do you know if you have HIV?Information makes a difference to all.Testing once a year is very important for all.Living with HIV is better if you are informed.

Increase the awareness of HIV testing and treatment options available on the nam website.

Partners: other NGO’s

We want to make HIV awareness a matter of everybody’s business. It is extremely important for HIV related organisations to unite forces and act in cooperation with each other, to maximize our resources and spread our common message more effectively.

HIV is no longer an issue just of gay men and African communities. Everyone should be tested and if they are positive, they should be aware of how to manage it.

Partners: NHS and healthcare professionals

HIV testing should be a regular procedure (at least once a year) for your patients.NAM will be able to provide you with up do date information regarding testing, treatment and procedures, free of charge.NAM is a reliable and trustworthy source that you can consult for the latest news and research.

Make HIV testing a standard procedure.Increase awareness by GPs.Become a more used source for practitioners.

Volunteers We want more volunteers to make our new campaigns happen and have an impact.

More volunteers with the capabilities we need.

Key Message Roadmap TARGET AUDIENCES

KEY MESSAGES DESIRED RESPONSE

Funders We are commited to developing awareness NAM is a reputable organisation that has a valuable objective. By helping them, I am improving my brand image and my reputation among my stakeholders

Media HIV is a matter of all, you can help us make people aware of the need of getting tested and access information to learn how to live with it.

Journalists aware of the situation and engaged to support the cause and publish the information we select for the general public.

Internal - employees

HIV is no longer an issue for gay men and African population, it is a matter of all society. The information we provide is the key to preventing HIV and better treatment for people.Our impact goes beyond boundaries, and we should not worry about this. The more we do, the better.Its possible to do more, stay being neutral and stay in control of the organization.We need to refocus our organization to really make a difference in the world.Sharing information is a key to knowledge in the digital world.

We understand that the times are changing and we will change our approach to making information accessible to meet the needs of all the society and according to the latest trends.

Internal - employees

Objective:• Change their attitude towards growth and impact of the organization in the

community.

Strategy:• Make the internal team aware of the changes of the population and change

their way of thinking about what the opportunities really are and how they can make a difference.

Tactics:• Develop a two day workshop outside of London to drive awareness and build

a new plan for the organization.• Try to promote innovation and review facts like target population, strategies,

tools, funding, etc.Model: Two-way symmetric

End user

Objective:• Redefine the end user and broaden the target audience.

Strategy:• Build awareness to the UK population about HIV and the importance of being

tested, prevented and if you have it, get informed.

Tactics:The Knowing Matters Campaign• Phase 1: Viral campaign “I know! do you? Knowing matters…” in social media and

promoting sharing with friends if you have been tested, stressing the role of the information about NAM for tests.-Contact celebrities and public figures to make them part of the campaign.• Phase 2: Online campaign “Living with HIV? Knowing matters…” aimed at

communicating the mission of NAM and creating a reputation.• Social media follow up with messages regarding the importance of testing and the

resources available.

Model: Public information

End user

• Phase 1: Viral campaign “I know! do you? Knowing matters…”

• Phase 2: Online campaign “Living with HIV? Knowing matters…”

Knowing Matters Campaign Execution

End user Knowing Matters Campaign Execution

T-shirt

Poster Pin

(Better to know, 2009)

Partners: NGOs

Objective:• Broaden the network of partners and join forces to build awareness on HIV

testing and living with HIV.

Strategy:• Identify new health oriented/HIV/aids organizations to work together

towards a broader end user base.

Tactics:• Identify possible organizations that could participate.• Develop an event to show the proposal to them. (Annual partners meeting

for HIV awareness)• Monthly newsletter for partners talking about new research, findings,

activities, etc.Model: Two-way symmetric

Objective:• Increase the awareness of the importance of testing once a year and the

available information of living with HIV.

Strategy:• Distribute materials of the campaign and engage doctors and admin of

clinics to allow them to hang the materials.

Tactics:• Develop an approach like “pharmaceutical representative” to visit doctors

and inform them about the HIV testing campaign and give them the information package. • A group volunteers will be in charge of developing this campaign with data

provided by NHS.• Pins for people who got the test with “I know!”Model: Two-way symmetric

Partners: NHS and healthcare professionals

Volunteers

Objective:• Recruit a new group of committed volunteers with skills to develop our new

campaigns.

Strategy:• Use social media to recruit people and develop specific training for each group.

Tactics:• Identify skills needed, responsibilities and tasks.• Develop a web survey for interested people. • Require a video introduction of the person.• Develop a virtual selection process.• Divide into two groups: “social media ambassadors” and “doctors visitors”• Develop a web training with video and tests to become a volunteer• Organize a meeting for introducing them to the plan and responsibilities.Model: Two-way asymmetric

Funders

Objective:• Increase the level of funding from companies and persons to allow the organization to

develop the campaigns and tools.

Strategy:• Use the new initiatives as a platform to fund new and existing projects and increase the

reputation of NAM to attract more funding.

Tactics:• Develop an introductory video to send by direct mail to identified possible funders. • Identify one main sponsor for the “Knowing matters” campaign to fund it and have more

impact.• As a result of increased awareness of the NAM brand we can target new companies to fund

projects for NAM.• Create institutional relationships between NAM and the funders, through the development of

projects with each funder and structured communications: newsletter, annual review, etc.• Develop relationship building meetings with each on a quarterly basis.Model: Two-way symmetric

Media

Objective:• Increase the awareness of HIV testing and treatment and enhance NAM’s

reputation as the leading source.

Strategy:• Demystify HIV testing and treatment, and saying that it is a matter to all the

population.

Tactics:• Campaign launch: Information Graphic video about the stats of HIV in the UK,

the testing options, testing sites, profile of people, treatments available, etc.• Monthly newsletter with the three most important news or research that

impacts the general population with key facts.• Build a specific section for media in the website where they can ask questions,

find resources, etc.Model: Press agentry

Number of GP practices with campaign material installedNumber of articles with the key campaign messages and brand mentionNumber of t-shirts soldNumber of celebrities/public figures involved in the campaignNumber of doctors visitedNumber of newsletters sent to each target audienceNumber of meetings with possible partnersNumber of interviews with mediaNumber of volunteers participating in the program

• 30% increase of brand awareness (pre and post survey)• 100% increase of people visiting NAM online tools• Increase number of people following/retweeting messages• 50% click through from newsletter messages sent• 40 % increase in fund raising

Out-come

Outtake

Outputs

Measurement

• Funds raised with new companies/persons• Increased number of relationships with new NGOs• Increase HIV tests developed before and after the campaign• Increased visits to the website

Levels Methodology

BudgetAudience Activity Qty Unit cost Total cost

Internal Change mindset internal campaign 1 300 300 Planning workshop 1 500 500 Development of new plan 1 2.000 2.000 TOTAL 2.800Funders Develop and send Introductory video 1 3.000 3.000 Sponsor for awareness 1 500 500 Campaign development 1 1.000 1.000 Institutional projects 1 1.000 1.000

Newsletters, annual review and meetings 6 1.000 6.000 TOTAL 11.500Volunteers Social media recruiting 1 3.000 3.000 Online application and video 1 2.000 2.000 Presentation event 1 2.000 2.000 Online assessment 1 2.000 2.000 Activities development admin 5 200 1.000 TOTAL 10.000Partners Identify new NGO partners 1 2.000 2.000 Event 1 4.000 4.000 Newsletters 5 1.000 5.000 GPs: medical visitors training 1 3.000 3.000 Campaign package development and production 2000 20 40.000 TOTAL 54.000Media Infographic video development 1 5.000 5.000 Monthly newsletter 5 1.000 5.000 News section built in website 1 2.000 2.000 Social media engagement with journalists 5 400 2.000 TOTAL 14.000End user Identify PR agency 1 1.000 1.000 Develop campaign proposal 1 10.000 10.000 Celebrities engagement 2 1.000 2.000 Phase 1: I know! Do you? Knowing matters. 1 10.000 10.000 Phase 2: living with HIV? Knowing matters. 1 10.000 10.000 Social media campaign 1 20.000 20.000 TOTAL 53.000

TimelineAudience Activity June July August September October November December

Internal Change mindset internal campaign Planning workshop Development of new plan Funders Develop and send Introductory video Sponsor for awareness Campaign development Institutional projects Newsletters, annual review and meetings Volunteers Social media recruiting Online application and video Presentation event Online assessment Split into social media and doctors activities Start activities Partners Identify new NGO partners Event Newsletters GPs: medical visitors Campaign package development Additional material Media Infographic video development Monthly newsletter News section built in website Social media engagement with journalists End user Identify PR agency Develop campaign proposal Celebrities engagement Phase 1: I know! Do you? Knowing matters. Phase 2: living with HIV? Knowing matters. Social media campaign

References and Bibliography Adlam, P., 2012. Discussion on the HIV charity : NAM. [Interview ] (Personal communication, 14 Mar 2012)

Aidsmap, 2012.Home, Source , About us et al.. [online] Available at: <http://www.aidsmap.com/aboutus/Who-we-are/page/1276062/> [Accessed 30 March 2012]

Better to know website, 2009. HIV statistics in the UK. Available at: <http://www.better2know.co.uk/std-sti-testing/hiv-statistics> [Accessed on 1 April 2012]

BBC, 2011. Charity “hit by funding cuts”, BBC [online] Available at <http://www.bbc.co.uk/news/uk-politics-14366522 > [ Accessed 15 March 20192 ]

Charity Commission, 2012.NAM PUBLICATIONS. [online] Available at: <http://www.charity-commission.gov.uk/Showcharity/RegisterOfCharities/CharityWithPartB.aspx?RegisteredCharityNumber=1011220&SubsidiaryNumber=0> [Accessed 29 March 2012]

Health Protection Agency, 2011. HIV in the United Kingdom: 2011 Report. [online] Available at: <http://www.hpa.org.uk/webc/HPAwebFile/HPAweb_C/1317131685847> [Accessed on 1 April 2012]

Slevin, J. 2012 Industry, Models, Roles 4MMC7B1.2 Public Relations and Reputation Management, University of Westminster, unpublished.

Terrence Higgins Trust, 2012. HIV in the UK: facts and statistics. Available at: <http://www.tht.org.uk/informationresources/factsandstatistics/uk/ > [Accessed on 1 April 2012]