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

Tu.D.2883 --Tu.D.2887

Tuesday July 9, 1996

preventive interventions can be designed to be meaningful from a young auditnce n rn n
ber's point of view
Methods: Data were o!ec ted iin an early phase of the Prevention Marketing Initiative
Demnonstration Project, a CDC -funded effort to integrate community planning and socia i
marketing technologies in support of ]IV prevention. Up to 24 focus groups were conduct
ed in each of 5 cities. Discuss ints were yoith fiom populations identified by conmmunity
planning groups as priority target audiences, parents of these young people, and youth serv
ing organizations.Youth audiences were setrrented by age, ethnicity, gender, sexual orientation, sexual experience and other risk behaviors At least 2 groups were conducted with
most segnents so that consistencIof Sponse themes could be examined Paricipa nt
recruitiment methodsc included sre itercepts, contacting youth-serving organizations and
"snowballing.' Discussants were g iven centives.
Results: \Nhile most youth assigned po i tive att ibutes to condom users, this bore little relationship to their o.s% i selfreported I el i or. "iniral value was placed on abstinence by
either the exially act or rion-act vi y uth. Cond omsn were less likely to be used with a
partnerr hat was known "weir' (if only for a vet-y brief period of time), at least potentially
serious, and trusted. Sexual alyctive yo th tited more positive attributes of abstinence than
did the nor actie. Parents exerted ubstni tial influence on sexual behavior throigh cornat
raunicatioin, is rtic Iode, rid by~ dic t iLpervi ion.Young people valued being seert as
independent e att tInks, alsidt nat acceptance by their peers was very in port tant.
Heterosexuals I-epoted th,tit avoidancef p r egnancy was of gieater concern t han avoidance of sex tally ti ansmitted diseaes [stds], which was a greater concern than avoiding HIV
infection.those tvtioi ad had i personal eounter with another young person who was
infected per ceived n,,te tie tIIV ris.I Am.om tinconsistent condom users, condons owee seen
as uncornfortable or Inefe, tw. Per ceied access to condoms varied by site and gender
Males watchned less S I \ i. to stes, iouth said that AIDS was serious, so Tmessages sh ould
be serious, straiyhtforai., d non ritpettie.fThey did not want HIV messages that "talked
down."
Conclusions: A segrnentati oiirtri ateyithat ricluded behavioral and developmental wvaiables
in addition to denographs p ire] nfoil tnation that should prove helpful in targetig
preventive interventionstor youth.
M.G. Kennedy, CDC MS 25 P1600 Clitton Pd, Atlanta, GA 30333 USA Telephone:4 -10639
0956 Fax [phone] email: mbk5c)oddhhiv I.ern.cdc.gov
Tu.D.2883
CAMBODIANS RESPOND TO "NUMBER ONE" CONDOM SOCIAL MARKETING
CAMPAIGN
Thuermer; Kity,,arshae rVVi i inn,' f lack e, B.,' 'CDeidrick, J. *PSI/Washington,
Washington, L)i:; ''PSIItriambodia, PIttnit Penh, Camnbodia
Issue: Camrboda is tbecoming one of the centers of the AIDS epidemic in Southeast Asia,
with an estimated 90,000 HIV positive people. Estimates are that 4% of pregnant women in
Camrbodia are HIV positive and 40% of commercial sex wor kers in some provinces aire IIV
positive.
Cambodia is a dificfl t en viione r rnwhci tut monta condom social marketing project.
Project: The Cat nboda CondoSno Sait larketing protect was launched in 1994: it developed a bra -ded cordom (NiUIBER ONE) sold at a subsidized price ofUS$0.02, with
packaging designed I or local onsrrs.i e project simultaneously car ried out an internsive
IEC campaign including television, rad o, puppet shows, contests, workplace programs,
school based education. Dist ibut on of the condoms is carnted out via the existing corn
inereia infrastruct u e, which receives st an dard profit margins on all NUMB tER ONE con
doms sold. Fle project teachles areas of the country where the cormercial infbastructure is
weak by providirg condos to local and international NGOs which operate in Cm odia.
Results: Sales of NltBER (al t. condorms have been toore than three times higher ttan
initial taitgets. O5031,828 cotdomnstee sold during the first full year of sales, and sales for
the most recent month fori Wiilii a ailable (sales of 1,129,000 in December 1995)
represent an antn,lize level oicf I, ndols pe capita.
Lessons Learned: Ihe IEC component ot the Cambodia project has also produced tangible
results. Awareiess of AIDS ad condomin, s up sharply and both subjects are now discussed
regularly in the Ca bodian pes. PSI believes that a critical ingredient to the exceptionally
high level of condom siles i (anIbod 1has been the size, scope and effectiveness of the
fartreaching and innovatte IE C omponent of this project.
Will Warshauer,; PSI/Washl gton, 1120 I9th Street, I.\N, Suite 600, Washington, DC 20036
Telephone [phone] FAx: [phone] email: Generallnfo@PSIVVASHI org
Tu.D.2884
INNOVATIVE MASS MEDIA CAMPAIGNS KEY TO DISSEMINATING AIDS MESSAGES
Wessels, Renee,' laypool, t.., 'Sh. inhS.' ' Praz,V.' *PSI/Washington,Washington, DC;
PSI/India, New Delhi, India; PSI/Birndi, Bujiumbura, Burundi
Issue: A variety of innovative and effective awareness strategies are needed to reach different populations at r isk of contracting HIV/AIDS.
Project: Three interesting and inovaine m,riss media projects that communicate vita infor
tation to motivate the adoption of, afer sex practices.
Radio project "Disha" in India. Sine Jan i 7ry 1995, this adolescent sexuality project has
provided young people with inforition on sexuality safer sex practices, and reproductise
health concerns the "Disha oiect (Hindi word for "directions"), includes a 30 minute
radio program of youths qesl ons on sex and St Ds interspersed with mnusic and hurvon
The audience calls i questIois and can als receive supporting trint material.
Nationally televised debates in BurundiAfrica. 1 hrough a series of four nationally televised
debates, panelists fr-ot dIffeb ren walks of ife debate public sentrnent on various aspects of
the AIDS controversy: ret/ion, youth, at ily education, and Butundian cultural values.
Condom Soirees in Rwanda, Malawi, and Benin. Condor soirees that include games, contests, and skits together with condom demonstrations are held at places where young peo
ple congregate
Results: AlI thiee p ojet li ad e e to,-icieasing n tbrs of people being more informed,
tenowledgeable, remd taa e oI ttne rins adnoci ated with DIV/AIDS arid the need to adopt
safer sex practices. Andience srveys as welt as widespread anecdotal information indicate
that theseappi oaci'e a i be ns t ies is they are popular with target populations, par
cticuly notin ieo vble's rea in rd t 1 on ive tatiann at i detlt with openly and honestly

Expanded eonor,-g ' "m notable foundations and others provides fu ther support Cf
these approaches n ility
Lessons Learned: ", mass media approaches are effective in reaching target popu
lations with - it i, ' nt, n and helping motivate safer sex practices.lo be successful.
however, they' ' "qi. 'r or ginal approaches (to that locality) anrid a thorough understanding of the Ic ri t ',, tion and its knowledge, misconceptions, and fears OthIer AIDS
prevention pr,rarns,o, i find useful these unique combinations of candor,informnation,
and entertainment sef'ti n imparting information and motivating behavioral change.
Renee Wessels, PSI/Washington, 1 120 19th Street, N.W., Suite 600,Washington, 1)C 20036
Tel: [phone] Fax: [phone] I 20 email: [email protected]
Tu.D.2885
THERE'S LIFE AFTER SEX
Carrier Allen E., Klapholz, J. R.', Green, K. P^ ~. *AIDS Protect Los Angeles,CiJnnted Stites:
m-BBDO West, Los Angeles, United States
Issue: "Safer sex is fun" and "usate a condomrn every time" education messages are no longer
enough to motivate individuials to ower their risk for HIV. New populations h avre arisen
with high infection rates and little to nao perception of being at risk, despit e the plethora o
safer sex messages they may have seen. In the United States it d nitial that ne. iv.nnovaive
risk reduction messages be found for the two groups with today's inghest infection rates:
gay rmen inder 25 and Afr ican Americaan mmd Latina women.
Project: AIDS Project.os Angeles has la unched a $1 million, privately Tfurded assm edia
HIV risk reduction campaign. Taking a consumer- marketing approach to public health, AP LA
initiated a partnership With BBDO Worldwide, the 5th largest advertising agercyin mthe I S.
Working through BBDC) West (headquartered in Los Angeles), APLA has developed new
models in public ser vice advertising.These monodels go beyond informateion and prov.ider
motvational oessages to suaain behaviorn change.
Presentation: This presentation will illustrate development and inplenenntalion of a nodel
strategy. he presenters 'wil llustrate how commercial advertising and social marketing prin
ciples were used to develop a risk reduction campaign. Presenters will walk pirt cipants
throuigh the strategic planning, researnch, creative developrment,. comnLunity collaboration,
market segmentation and mass Omedia planning processes. he Mpresentation wil t conclude
with audience exanation of the final bro adcast creative niproduc ts,TV ad ro spots and
print and outdoor ads.
Lessons Learned: By adopting a "cionsumer centered" approach to pubic heal rth ad by
incorporating the audience's realrty, perceptions, needs and wants public service advertising, along with other educaion elements, can affect behavioral chan ges.
Allen E. Carrier AIDS Proiect Ions Angeles, 1313 N.Vine Street,.A., CA I90028l telepone:
[phone] FAX: [phone]
Tu.D.2886
ENHANCING COLLABORATION BETWEEN COMMUNITY-BASED ORGANIZATIONS, BEHAVIORAL RESEARCHERSAND SOCIAL MARKETERS IN DEVELOPING
HIV PREVENTION PROGRAMS FOR YOUTH:The Prevention Marketing Initiative (PMI)
Schechter, Carol*, Lee A*, Zucker D'*, Stover D*", Rowland S* i, Ptryear M ^ ""* *.
'Academy for Educationa t Development, Wash., DC; *Porter/Novelli, Wa.sh, DC
***National AIDS Funad, Wash., DC: ** 'Northern Vir ginia Planning D istrict Commisson,
AnnandaleVA: *1 t uPrudental Foundato n, Newark, NJ;
Issues: Community-based HIV prevention programs lack access to and capcity to manage
important technicaal tesoudrces, particularly behavioral research and social marketing that
could improve their vog mras' effectiveoness.
Project: A pilot programn was initiated in f ive I.S. communities with suppot fro tie
Centers for Disease Control and Prevention (CDC) to enable corm munity coalitions to
apply a research-based mpreventiotn Hnrrketin process to design HIV prevenion prog rams for
youth. Training and technical assistance awere provided to local committee men ers cto
equip them with the needed skills and tools to conduct and analyze formative research
including focus groups; to make data-based decisions about target youth populations, usk
behaviors, determinants, and associated factors; and then to design progi arms of integrated
interventions aimed at influencing those key detennmnants of behavior (e.g.,uildiny needed
skills, expanding access to support series and affordable condooms, ushg bro.d(ast media
to foster supportive soral norns.)
Results: PMI comrnity coalitions in Nashvil rle, Newark, Northe rn Vgnia, Phoenixh nd
Sacramento successfully applied tools anid nmethodologies of behavioral science and social
marketing to develop pr evention mar keting programs ared at pomoting saf sexual
behavionrs among target youth. Committee mem:bers developed skills required to under
stand and manage a research driven, conner-based social marketing desig process,
working closely throughout with behavioral researchers and so lal rarketing 'pecialists.
Community partiupants fourd that PMI's behavioral science and social marketing tools p o
vided them with a neutral basis for incorporating "the best of science" into thei selection
of youth target audiences and behavioral objectives, and their design of prevention prograncs that fitr conmuinity standards ( nand resources.K
Lessons Learned: Counolty-based HIV pm invention pmogras ie n sucids lilt nit poth e
sound principles of behnavioral seience and soctal manrketing into pmrogirants thur uneet coon
mooity needs, standands tnd resourcon. Meihodologmes and tools developed 0y PMll for nine
by comunanioty comannttee raeoober s and hoo cmreating par tner ships benteni renoirctots red
comomunity can be applied n other settings.
Cariol Sehechter, AED, It255 23rd St. NV/Footrth Floo, Wabhinyton. FDC,2003/ 171SA
Telephone: [phone] Fax' 202-884 8/713 onnal: cvohe'chtaraendorg
Tu.D.2887
CONDOM SOCIAL MARKETING IN VlET NAM
Nyn,. Mar T. Nban, t., t e T DKT Intntrntonal/Hanao.
Viet Main
Issue:-Jo inctease tine dernand, avaiiabuilt'1, and eonrect use of conroomsmi thryihoet duel
Nami
Project: Distributing branuded conrdomus (Trtnt tnd DK brands) at subsid zed pm oIs riugtn
the pm inate sectom. Also, tnolen a.ide tine of the rmads medna (especrally-V) in d ofthem inomotnional activities.