Abstracts Vol. 1 [International Conference on AIDS (11th: 1996: Vancouver, Canada)]

Tu.D.2872 -Tu.D.2877

Tuesday July 9, 1996

Tu.D.2872
FUNDRAISING BY RELATIONSHIP MARKETING TO NGO AIDS
Campos, Katia,* Ibanes, M.', Araujo,A.A, Neto, H.C.P" Corsini Center, Campinas,
SoPaulo, Brazil, ' " Acta Re,,ult Plrned Cormmunicationr
Issue: To provide pr era nent upport to the researching, clinical care and prevention activities, and to corntr ' n the t rr n ef the pre concepts and stigmas of the community
regarding AIDS, mak ng it r: r pultp er ef tt ework of thie Orrtnization.
Project: An rinvoratin,ttuton, Iwokk has been deve loped through Public Relations and
Press Support technr que t o makrt (cOrni known in the community and to stimulate the
1tru tic action of the ind dual. (ir ( epts of Relationship marketing was used through
Communication techniq es, ltenrar eting and Data Base, working with the local community to sensitize 1700 people, between) rrmen ind women above the age of 25, economic
social-class AB, to create a system of a monthly contribution of US$14,85.The Campaign
was divided in: Catat on of Menmbet advertising on TV, radio, newspapers, outdoors and
magazines: press support and direct rrarketing, one to one marketing, direct mailing and
indication of members. Support to the Member: facilitation of contributions, personalized
treatment, transparent and periodic communication, and the fidelity program. Re -enrollment: renew the contribution plan of the member through direct marketing (personalized
letter and teler rkerting).
Results: In 1994, when the C rmpaign started, we obtained 707 contributors, collecting a
total of US$ 48.5 16,59 durng the year the means of comrmunication represented 33% in
the form of captation of members; direct mailing, 27.58% and the indication of merbers,
14.56%. From the total of 707 members, 45.5% are womren, 49.78% are men and 4.66% are
companies After 12 months of contr bution, 99% of tihe members made their re-enroll -
ment, staying in the Campagn for another 2 n months. In 1995, we had 343 new rmembers,
making a total of 1050 con trbutors. The total annual income was US$110.020,00.
Lessons learned: The Relationship Marketing has proven to be a very effective and efficient
technique in campaign fun draising, of social reason, that need periodic contribution, as seen
by the results of the re-enrollments. lthe means of communication have stood out as big
sensitizers, inducing the most sensitive people to the initiative to become members.The
Direct Marketing as a more incisive technique reinforcing the captation of members and
providing an approximation of people to Corsin
Katia Campos, R. [Dominos Casotti, 76 Campinas/SP Brazil 13080 000
Fone 55192427599 Fax: [phone]
Tu.D.2873
LEARNING HOW TO DEAL WITH STD/AIDS: DETERMINATION OF FORMAT
AND CHANNELS FOR PREVENTIVE RADIO PROGRAMS FOR CHILDREN AND
ADOLESCENTS IN BRAZIL
Santos, Gilmar J.*, Breta s, M.B.', Negrio, I.', Pinto, J.A.*, Rodrigues, L.G.M."*, ParvaVPV. *
Universidade Federal de Mins Gerais, B. Her izonte tNational Program for STD/AIDS,
Brazil
Objective: To determine the best format and channels for a series of 24 preventative radio
programs about di rected to children and adolescents out of school, a project supported by
the Brazilian MMinistry of Health.
Methods: The research was developed in 1995, under both qualitative and quantitative
approaches. In a first phase -2 focus groups of children and adolescents were applied in
four different regions of Brazil. Upon the Istening to a sample of current broadcasted programs, the groups discussed topics such as the content of the messages, the role of characters, similar programs on local broadcasters, characteristics of radio messages, preferences,
audience habits, other AIDS/STD rcampaigns and knowledge about that issue. Data collected
from these focus groups subsided the second phase design, in which a survey provided
quantitative results of those topics over r sample of 1,600 individuals from 20 urban and
rural areas in the same four Brazlian reions.
Results: The focus groups analysis shows a lack of message comprehension and a difficulty
in retelling the content among children. Such abilities are slightly improved among adolescents. Nevertheless radio themes usurlly take part in t alks between friends, whenever they
perceive (and are interested) in the content. There is a high recall of AIDS campaigns,
although they tend to mix up information with other diseases not sexually transmitted
(e.g.,cholera, ebola, cancer etc.). Besides, they complain the themes SEX and AIDS are still
taboos at home and they would ke to d scuss more about them. It was also found that
there is some variabilty of language and cultural values amongst regions.The quantitative
investigation shows a higher radio audience in the evening period on weekdays (44%) and
in the afternoon period on weekends (34%).The preferred program is music (92%) and the
preferred broadcaster var es largely among regions, although they can be classified in three
main categories: eclectics, local teenagers oriented and network teenagers -oriented (via
satellite). Moreover the search fore preferred programs rules the control of the dial - commercials and announcers parts usually lead the audience to move to another broadcaster
Main recommendations: The program series should be shown preferably by evening on
weekdays and by afternoon on weekends.The content must bear a clear language, in short
modules and under a musical sty!, considering regional differences.
Sahe program series should be shown preferably by evenng on weekdays, and by after
noon on weekends.The content must bear a clear language, n sho
Tu.D.2874
THE BRAZILIAN CONDOM MARKET: POSITIVE EFFECTS OF SOCIAL MARKETING
Cenente L Ferrneros, C., Ferrrdes, ME.L.' " DKT do Brasil; uFamily Health
International-AIDSCAP/Brall
Issues: Does condom soca mareting d scourage commeral competition
Project: In 199 I, Brazilian public sector resources to supply the low-income population with
free condoms were Iumted, and the prewahng commercial retail prices too high at US$1.00
per prece hor low-income groups.Thus Brazit, haing the second highest reported ncidence
of AIDS cases in the world, also had one of the lowest usage of condoms at 0.3 per capita.
The total condom market was just 45 million condoms with a flat annual growth rate and
little prorotion Brngladesh, a country with a per capita GPD!/12th that of Brazil, had a
condom usage rate Five tise, higher In 199, DKT do Brasil launched Prudence, the social
marketng brand.This was r direct response to a request by the State of Suo Paulo
Department of FHerth to redres va social rketng the lack of affordable condoms in the

private sector. Opportunely the government of Brazil was beginning to open up the econo
my to import and Prudence was the first legally imported condom. The suggested retail
price $0.17 per piece, and was backed radio, point-of- purchase adverusing, and allances
with various NGOs.
Results: In lust three years, Prudence obtained 12% of the market. Mor r ncrtatly, the
total condom market, which prior to 1991 had registered al most no growet, trpled
to 125 million by 1995 as per audits byThe Nielson Research ompny.on er, r t r
keters have greatly benefited from this market growth, selling ()/ m 3llon cordon 991
or more than twice as much as in 1991. Competitive promotional actrvity ha pi ced up.
and average retail prices have come down to around $0.70 per piece
Lesson learned: Social marketing can beneit everyone, including commer c amrts
ts activities open up the market.This is particularly true n a country like Br azil w hee there
is a substantial middle class and where the condom market is underdeveloped Socai nar
keting targets the lower-income segment of the populateon, while commercial marketers
aim for the middle to upper -income classes.The result is increased protectior5 for ai ncome
groups, and increased profits for commercial brands.
Carlos F. Ferreros DKT do Brasi Av. Bnrg. Faria Lima, I 132 - Cj. 110 So Paulo SP Brazl
Tel: 55 II 815 5095 - Fax: 55 II 211 4237
Tu.D.2875
PURCHASE AND AVAILABILITY OF CONDOMS:A SOCIAL MARKETING
EXPERIMENT
DahlDarren W. Gorn, Gerald J.,* Weinber, Charles B'. *Unver sty of Brntish ol a,
Vancouver, B.C. Canada
Study I
Objectives: Using the general model that if you don' t have condoms you cant use them;
the objectives were to establish a model of condom purchasing behavior and to test this
model with a sample of young adults.
Method: A survey was completed with 467 students at a major Canadian uuniversit.
Results:The identified barriers included embarrassment in purchasing (64% of males and
68% of females were embarrassed), complexity of purchase (difficulty in choosing a brand
[27% of males and 55% of females found brand choice difficult] and type of condom to
purchase [2 1% of males and 43% of females]), and price (56% of males and 65% of females
felt condoms were somewhat or very expensive). Reasons for embarrassment and purchase difficulty were investigated along with other aspects of the purchasing process.
Conclusions: Condoms are a socially sensitive product and aggressive marketing strategies
are required to stimulate purchase.
Study 2
Objectives: To understand the effect of aggressive coupon strategies on the sales of condoms.
Method: In a series of expenrments in 4 different settings (e g., enternng a drugstore, at
Pride Parade) 75% off coupons for a package of 12 condoms (or 10% off coupons) were
randomly distributed in each setting.
Results: The 75% off coupon given when members of the target market entered m drug
store increased sales by more than 8 times over base case sales. In addition, more people
visited the condom aisle.The 10% coupon had no effect on sales. Neither the 10% nor the
75% coupons increased sales when the coupons were distributed at locations more
removed from the possibility of making an immediate purchase, e.g., at the Pride Parade.
Conclusions: Consistent with Study I, highly specific, targeted marketing approaches rre
required to overcome existing barriers to purchase condoms.
C.B.Weinberg, 2053 Main Mall,Vancouver British Columbia,V6T I Z2 Canad riTelephone:
[phone] Fax: [phone] I email: weinberg()unixg.ubc.ca
Tu.D.2876
LEARNING TO SPEAK THE CORPORATE LANGUAGE:A NEW COMMUNICATIONS
STRATEGY FOR THE TORONTO PEOPLE WITH AIDS FOUNDATION
Klapstock, Lisa A*, Dew E.*. *Toronto, Ontario, Canada
Issue: With increasing cuts to social spending at all levels of government, non -profit AIDS
Service Organizations must look for new funding sources in order to survive.
Project: In an effort to secure corporate support, the Toronto People With AIDS
Foundation set out to develop a Communications StrategyThis Strategy involved the development of a new logo, fund raising tools (a short promrotional film and a comprehensive
communications package), and a corporate fund raising presentation.These fund raising
tools were designed to appeal to corporations with an emotional directness while simultaneously presenting an image of ourselves as smart, corporate -minded and competent.
Results:The promotional film and communications package have been extremely well
received by a broad range of people.The film has been broadcast locally provincaiy and
nationally on four networks and is currently in rotation on three stations. With the change
to a more polished, professional mage, the Toronto People With AIDS Foundaiton ris receiving anincreased amount of public attention, recognition and support.
Lessons Learned: As government funding cuts increase, so too does the competition for
corporate support.Therefore, you and your organazaton must stand out. orporations
need to feel secure that they are nvest ng in a iscally responsible, fotward th nk5 n organi
zation.
Lisa Klapstock,Toronto People With AIDS Foundation 399 Church St.-2nd F muo Toro
Ont., M5B-2J6 Telephone: [phone] Fax: [phone]
Tu.D.2877
A EFFECTIVE METHOD OF EDUCATION AND SUPPORT FOR YOUNG
GENERATION:THE INSTITUTION 'LET'S KNOW ABOUT AIDS' BASED IN
PUBLIC HEALTH CENTER OF TOSHIMA-CITY
Naiane, r aK. Meda,TWaguri, M. Asa, M, Abe,H rakigami, K., Maruyama ) 3kes, us
Public Health CenteToshimaku,Tokyo, japan
Issue: In Japan, public health centers are established by muncipaities. Among measuer es
against AIDS. public health centers undertake mainly HIV test and preventon.Th ro ih at
ities of a public health center of urban area, we have become to know a ot of actIve eNGO
and youth are concerned about AIDS, who are not satisied with lectures of general
knowledge or uniformity of pamphlets. So they need r place to share nfo ateon mnd

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