“What is Social Marketing good for anyway?”

The changing nature of HIV prevention campaigns in 2010

Ben Tart

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.

Education Methodologies

CommunityLevel

IndividualLevel

CommunityLevel

IndividualLevel

GroupLevel

Education Methodologies

Social Marketing& Resource Distribution

Peer Education & Community Development

Individualised,Face-to-faceresponses

CommunityLevel

IndividualLevel

GroupLevel

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

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

Various Methodologies working with the issue of Relationships

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

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

Food for Thought!

• Understand strengths of each methodology• Understand limitations of each

methodology• Ensure links through each methodology

Methodology Pyramid

Social Marketing

Peer Education & Community Development

Individualised,Face-to-face

Opportunity for Message Detail, Complexity and

Engagement

“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!

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