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Communication Campaign on Discrimination towards HIV positive people
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Communication Campaign Group ReportSubmission date: 30//08/2013
Marketing 337 | Section 10
Name of the Topic : ‘ Discrimination towards HIV positive people’
Group Name : Carre 5
Submitted by:
NAME ID
1. Md. Wasik Hasan 113 0724 030
2. Md. Shamsul Arefin 113 0223 030
3. Sheikh Saad Muhammad Redwan
112 0848 030
4. Muntasir Islam 121 0122 030
5. Wasil Mufrat 121 0561 030
6. Ahata Sham Shaon 112 0773 030
Faculty Member: Varqa Shamsi Bahar (VSB)
Dept. School of Business NSU
Contents
Serial No Topic Page
1 Brief Introduction 3
2 Need Analysis, Need Analysis via Cognitive map, Communication Objective.
4
3 Relevant Data 4-6
4 Target Audience Analysis 7-8
5 Communication Tools 9-14
6 Creative Brief 14-16
7 Message Design – Message Strategies, Message Appeal & Executional Framework
17-18
8 Conclusion 19
Introduction :
Discrimination against people living with HIV/AIDS is a common problem across many
countries, which affects their quality of life by violating their basic rights, including access to
treatment, access to education and rights to employment. Through our Communication
Campaign we want to bring a behavioral change and create awareness among the people of the
society towards PLHA.
Need Analysis:
Bangladesh is a low HIV prevalence with less than 0.1 percent of the population estimated to be
HIV positive but the number of people living with HIV/AIDS has been steadily rising. UNIAIDS
estimates the number to be slightly higher than 11,000. Although it is well recognized that
discrimination against HIV people is highly well documented , People living with HIV AIDS
experience discrimination from health care workers including facing abusive behavior from
physicians, facing the problem of disrespecting confidentiality and refusing assistance during
delivery. They also experience discrimination from family members, friends, the community,
and sometimes from- co workers. HIV/AIDS related subject and the fear of discrimination has a
long term effect. It can delay HIV testing, discuss PLHA (public living with HIV AIDS) from
disclosing their status, result in social isolation and event cause adverse anxiety. This
communication is necessary to showcase the discrimination that PLHA faces from the society.
The current thought process towards an HIV positive person is not favorable. Through this
communication we want to change the attitude of people in our country towards the subject and
treat the PLHA with care, respect and affection. Stigma and fear of HIV transmissions seems to
be the two principle causes of discrimination. The government should adopt strategies to reduce
discrimination against PLHA and make the general public aware of the basic facts of HIV/AIDS.
Relevant Data’s are provided in the following page-
Need analysis via Cognitive map
The cognitive mapping process explains the knowledge structures a consumer possesses
which is embedded in a person’s long term memory. The knowledge people consists
towards an PLHA are shown Through Current Linkages.
Current likage :
PLHA
New and Modified Linkage :
A new message can be projected to change/modify current linkage. Through this we
show that Social recognition is a Modified Linkage and Awareness about the disease is
the new Linkage.
PLHA
Strengthening the linkage :
If the new information (message) is consistent with current information, then the new
information primarily tends to strengthen an existing linkage.
PLHASocial
recognition
Awareness about
disease
Communication Objective:
The main communication Objective of our campaign is to create awareness about HIV AIDS and
treat them with respect, care and affection.
Target Audience Analysis :
SEGMENTATION BASE SEGMENTATION VARIABLES
Geographic
Region Urban & Sub - Urban
Demographic
Age: 18 and above
Life Stage: young generation, middle age people
Socio economic class: upper class, higher middle class, middle class, Lower middle class, lower
class
Target market: target market is the group of people to whom we particularly give marketing
efforts. We developed marketing programs, which starts with which segments will be selected
and developing specific marketing mixes so as to influence intended customers, and overall
perception of AIDS.
Bases of segmentation Target market
Geographic (location) Urban & Sub - Urban
Demographic
Age
Life Stage
Socio-economic class
18 and above
Young generation, middle age& old generation people.
Upper class, higher middle class, middle class, lower
middle class & lower class
Undifferentiated marketing strategy: An undifferentiated marketing strategy involves ignoring
segment differences and offering just one product or service to the entire market. As our TVC
mainly is to raise awareness among the mass people about AIDS that’s why an undifferentiated
marketing strategy will be very lucrative for us.
Communication tools :
For the discrimination towards HIV+ people we will are going to utilize both the ATL & BTL communication tool. ATL marketing (above the line) refers specifically to advertisements related to things people can see - i.e. wide open to your competition. For instance, ATL includes advertising in newspapers, magazines and the like. In other words, ATL has a higher public branding effect, ATL is often used to generate mindshare. here are a number of approaches to promotion that are open to organisations. Above-the-line promotions use mass media methods. This type of promotion focuses on advertising to a large audience. It includes print, online media, television and cinema advertising, radio, billboards etc.Under ATL marketing using television commercials how HIV is transmitted through pregnancy, childbirth & breast feeding, injection of any drug use or needle, etc through different commercials where we will also represent how a person is avoided in the society, the precaution measure that is using protection before having sexual intercourse, do not use shared needles, mothers preventing themselves from fluids carrying HIV so that it does not get into babies while breast feeding, tell people not to avoid someone who’s carrying HIV. Also repeat some of the same issues in verbal briefs like spreading the awareness of discrimination towards HIV+ people on radio where the RJ’s and the advertisements saying the facts , causes of getting HIV AIDS, how to avoid them through having protected physical intercourse , not using shared needles for drugs, repeated message given on radio to make people conscious about HIV AIDS. Then some of the commercials of getting HIV, curing it and including those peoples in our society could placed in cinema advertising, in written form in print medias like the newspaper and magazines with a big logo of AIDS so that it catches peoples attention and also spread the message on social media’s as well.On the other hand we can also place ads on billboards saying “ Live a healthy life style” by avoiding drug abuse , intravenous, promiscuity, or also by saying “ Break the silence”. Under the promotional tools we can advertise in various ways using the ATL communication methods, then we can also make t-shirts of HIV+ n make young entrepreneurs wear it to encourage those people carrying HIV AIDS.
Make a campaign like :
Brothers for Life has succeeded in shaping a new conversation
with men, whose behaviour can put them – and others – at risk of contracting HIV.
The campaign seeks to reinforce positive behaviour and asks men to stand up and take action to
prevent HIV and AIDS. It also tackles gender-based violence and helps men improve their own
health – and, by extension, the health of their families and communities. “The beauty of this
campaign is that it addresses gender and power relations in a new way,” said Rick Olson,
UNICEF Regional HIV Prevention Advisor for Eastern and Southern Africa. “Instead of just
talking to women about protecting themselves against HIV, Brothers for Life seeks to reach boys
and men in an engaging way that makes them understand the importance of doing the right thing
– not just for hemselves, but for women and their families.”
Brothers for Life seeks to address the risks associated with having multiple and concurrent
sexual partnerships, men’s limited involvement in fatherhood, and the widespread lack of
knowledge of one’s HIV status.Also take help of the AIDS JAAGO foundation who recruits
volunteers and make them spread the message of discrimination towards HIV + people to be
aware, take precautions , not get AIDS and bring in the HIV+ people amongst us saying that they
are also a part of us.On the other hand direct marketing is something that you communicate
personally.Here we will be spending on our targeted consumers those who are the HIV+ people
via meeting them face to face telling them not to be ashamed of and take the HIV tests, take
his/her own time to wrap up the emotions and think of curing it through medications.We can also
tell them we are not avoiding them infact we are trying to include them amongst us, They just
need our cooperations.We can also communicate this via verbal counseling to some peoples as
well.
The 360 degree branding tells us that the problem or the challenge should find the appropriate
media and messages to deliver & reach the target audience via touch points everywhere.We can
do 360 degree branding through word of mouth telling people the awareness of HIV+ in social
medias and verbally, then we should make data bases of people suffering from HIV+ and provide
them free medication & treatment, we can arrange events for example like concerts for the HIV+
people where we will get sponsors and other revenues which we can utilize for the HIV+ people
and through those events we can tell the mass people to come forward , not to discriminate the
AIDS people. Also make campains in villages spreading the awareness of AIDS & telling them
to have precautions for physical intercourse, breastfeeding & properly donate blood , not using a
shared needle.We can also put some slogans like “ Live a healthy life style” with a logo of HIV
AIDS in a bangle message around booths , painted in walls , posted as banners in corners of
every streets n local retail shops both in towns & villages etc.
Creative brief of discrimination towards HIV+ people
1. Why do you feel the need for this communication?
The first case of HIV/AIDS in Bangladesh was detected in 1989. Since then 1495 cases of
HIV/AIDS have been reported (as of December 2008). However UNAIDS estimates that the
number of people living with HIV in the country may be as high as 12,000, which is within
the range of the low estimate by UNICEF's State of the World's Children Report 2009. The
overall prevalence of HIV in Bangladesh is less than 1%, however, high levels of HIV
infection have been found among injecting drug users (7% in one part of the capital city,
Dhaka1). Due to the limited access to voluntary counseling and testing services, very few
Bangladeshi's are aware of their HIV status.
Stigma and discrimination have been recognized as one of the most serious impediments in
the fight against HIV/AIDS. Underlying AIDS related stigma are ignorance and fear about the
modes of transmission. HIV/AIDS related stigma moves hand in hand with fear. Whether it is
fear of contracting HIV or fear of dealing with someone who is HIV positive, those infected and
affected by HIV find themselves ostracized and on the fringes of the communities they are a part
of.
Stigma and discrimination are serious obstacles to effective HIV-prevention in Bangladesh.
Because of stigma:
individuals do not want to know their HIV status and may delay seeking or forego
voluntary HIV counseling and testing (VCT) services;
individuals may be reluctant to adopt safer sexual practices e.g. use condoms and/or seek
treatment for sexually-transmitted infections;
people living with HIV/AIDS may be aware of their status and choose not to tell their
partners and family members, increasing the likelihood of further transmission and
preventing them from seeking essential care and support;
workplaces, schools, churches and hospitals may reject individuals whose HIV-positive
status is known, causing further isolation and preventing essential care and support;
People living with AIDS may experience additional psychological stress and potential
abandonment by partners, family and friends; and
Individuals may choose to isolate themselves as a coping strategy, often contributing to
deterioration of their health and well-being.
Communication Objectives:
Bangladesh proposes a campaign that address stigma at the individual level.
The objectives of this communication campaign are to:
Reduce stigma against HIV positive people and
Promote voluntary counseling and testing to encourage everyone to know their HIV
status.
The campaign will seek to involve participation from PLWAs (people living with HIV/AIDS) to
develop real-life testimonials. These will aim to educate people on the different situations that
result in someone getting infected how they are coping with their status now. This is meant to
educate people on the different modes of transmission of HIV and also show them that it can
affect anybody (primarily do away with the myth that HIV happens only to promiscuous people
or people with so called loose morals).
The objective is to increase personal risk perception among the viewers; to evoke empathy
towards HIV positive people and also to motivate them to get tested and know their HIV status.
The viewers should perceive the HIV positive characters in the campaign as no different from
themselves or their family or friends.
The secondary objective of the campaign is to show the different coping strategies adopted by
people living with HIV/AIDS and their need for care and support from the community. It is
important to communicate to the viewers that people infected with HIV/AIDS can live longer
with support from family, friends and the community. If people are made aware of this there are
more likely to change their attitude towards the infected.
The execution of the campaign needs to strike a balance between the fact that HIV/AIDS can
happen to anybody/everybody and that one can still live a positive and hopeful life after
infection. The balance is between factual information (“HIV can happen to anybody”) and
assurance (“I can still protect myself from infection; people with HIV/AIDS are just like me and
can live longer with support from me, family, friends and the community”). We want people to
know their HIV status and learn ways of protecting themselves by seeking voluntary counseling
and testing. But we also want to promote among HIV positive people the notion of sameness-
that they are not any different/ lesser/worse than HIV negative individuals and that they deserve
equal treatment. Different executions will be developed to tell stories of HIV positive people
and give a face to the epidemic. The call to action at the end of the campaign will encourage
individuals to seek voluntary counseling and testing.
The following points need to be covered by this campaign:
Knowing your status helps you protect yourself and those you love.
HIV is not spread casually or through so called immoral behavior; there is no need to
shun anyone who is HIV positive for fear of infection.
It is possible to live a healthy life like everyone else even if you are HIV positive.
People with HIV/AIDS need support and care. It is up to us to give support as and
when it is needed.
The campaign will also provide basic information to HIV infected people on different support
services available to them in Bangladesh.
Marketing Objectives
Increase client-flow for New Start centres by normalizing the concept of testing and knowing
one’s status. This can be done addressing some of the following barriers to using VCT services: -
Fear of HIV positive status: People feel they are likely to be HIV positive because of
their high risk behaviour and do not know if they found out they were HIV positive
Low risk perception: People feel they may not be at any danger of HIV/ AIDS and
hence do not need VCT services.
2. Who is the core Target Audience?
Age: 18+
Basically individuals who do not know their HIV status.
Lives in Urban & Sub - Urban
Education Level: Literate & Illiterate
3. What do you want to achieve with this communication?
The campaign will use mass media to help dispel fear of and discrimination towards HIV-
positive individuals, while providing correct information about the risks of HIV infection. The
campaign will promote positive health-seeking behaviors, including the use of voluntary HIV
counseling and testing (VCT) and care and support services.
The campaign will feature a compelling call to action that will encourage individuals to seek
VCT services and acceptance of individuals living with HIV.
4. What we must communicate to them to address your communication need as stated in
1?
Creative Considerations
1. Tone of the communication – It is important to be sensitive to HIV positive and negative
people and the campaign messages should be balanced to have an equal appeal to both
groups. The objective of this campaign is to normalize knowing one’s status and reducing
stigma associated with HIV positive people.
2. Language used in communication should be easily translated into Bengali languages in
Bangladesh.
3. The campaign should have appeal across rural and urban areas, especially different language
groups.
5. Why would they believe you?
Reasons to believe the proposition are the following parameter:
People living with HIV/AIDS are no different from others, family and friends.
Show them some of the infected people and through them communication process should
be at best to create awareness in the mass uneducated people.
HIV infected individuals are highly considered to challange themselves and they have to
said that this could happen to me and I also need to know my status and learn ways of
protecting myself.
Generating information for policies and programs.Through some big events and
programs people have known some safety precaution and they believe themselves not to
be scared of this disease.
Message strategy:
AFFECTIVE MESSGAE
Invoke feelings or emotion and connect those feelings with the message we want to focus, “ NOT TO
DIE OF IGNORANCE”.
AFFECTIVE MESSGAE + EMOTION/ INFORMATIIVE + DRAMATIAZATION
Advertising appeal:
EMOTION
the ability to attract, create interest or stimulate the mind of emotions. Here we are focusing on the
HIV positive patient’s mental situation , his social acceptance and his social values in our society .
AFFECTIVE MESSGAE + EMOTION/ INFORMATIIVE + DRAMATIAZATION
INFORMATIIVE
Here information is presented to the audience in a straight forward manner in this ad. Targeted people who are highly involved in a particular target category pay attention to such ads. Such ads thus tend to work best for high involvement situations for a patient. The information that has been shared through this communication states the discrimination that an PLHA faces in the society. Our message theme is “ Don’t Die of Ignorance” denotes the fact that PLHA should be treated equally with care and respect. We want to spread awareness about the disease through TVC and print media.
AFFECTIVE MESSGAE + EMOTION/ INFORMATIIVE + DRAMATIAZATION
Theoretical approach :
We are giving emphisis on the visual part of the ad, as it is the easiest part of recalling.
A dramatization is similar to the slice of life executional framework. It uses the same formal in which a problem is first presented and then a solution is affected.
The difference lies in the intensity of the story format. At first the patient is going to the doctor with his report than he is facing many problems in the society stapes by stapes. Dramatization uses a higher level of excitement and suspense to tell the story. When the doctor is saying the patient is affected by HIV positive and then it is the beginning of excitement. A dramatization story normally builds to a crisis point leading to a suspenseful climax. In this ad patient can’t express about his feelings to his parents and his friends.
AFFECTIVE MESSGAE + EMOTION/ INFORMATIIVE + DRAMATIAZATION
Advertising Design- Executional Frameworks
An executional framework is the manner in which an ad appeal is presented. It is chosen after an advertising appeal has been selected.
Slice- of - Life
In slice of life commercials, advertisers attempt to provide solutions to the everyday problems consumers face.
The advertisements normally show the common experiences, and especially the problems people encounter. In this ad the patient is going to the doctor with his report and trying to know what kind of diseases is affected by. Than the doctor is saying, “He is affected by HIV positive.”In the way of life he can’t tells the problem to his family and his friends. When he is saying his problem to other people all of them are ignoring him. At last the ad is giving a solution. In this ad all the components of slice of life is included.
Dramatization
A dramatization is similar to the slice of life executional framework. It uses the same formal in which a problem is first presented and then a solution is affected.
The difference lies in the intensity of the story format. At first the patient is going to the doctor with his report than he is facing many problems in the society stapes by stapes. Dramatization uses a higher level of excitement and suspense to tell the story. When the doctor is saying the patient is affected by HIV positive and then it is the beginning of excitement. A dramatization story normally builds to a crisis point leading to a suspenseful climax. In this ad patient can’t express about his feelings to his parents and his friends.
Informative
Here information is presented to the audience in a straight forward manner in this ad. Targeted people who are highly involved in a particular target category pay attention to such ads. Such ads thus tend to work best for high involvement situations for a patient. The information that has been shared through this communication states the discrimination that an PLHA faces in the society. Our message theme is “ Don’t Die of Ignorance” denotes the fact that PLHA should be treated equally with care and respect. We want to spread awareness about the disease through TVC and print media.
Conclusion
The Communication suggest that there is need of VCT specific intervention programs for young
people in colleges in Bangladesh to emphasize the importance of HIV/AIDS education program
to educate students' understanding of people living with HIV/AIDS, thus reducing stigma
towards people living with HIV.