Research conducted by… Dr. Ruth Massingill

Sam Houston State University (Texas)Teesside University (England)

As part of a larger project… …to examine HIV/AIDS social marketing campaigns in

Mexico, Uganda & USAOverall aim was to……understand which appeals and approaches are most

effective in motivating lifestyle changes to prevent HIV/AIDS infection and improve treatment results

HIV/AIDS & Social Marketing

• 33+ million people living w/ HIV/AIDS (2010)• Infection rates on the rise among high-risk groups• 14,000 new infections DAILY• Behavioural problem, not a medical problem• Complacency driving decline in ‘safe sex’• Social marketing could be ‘social vaccine’• Must understand the AIDS landscape, marketing theory

& practice, and the evolving medical picture

Knowledge & Perceptions Survey• Purpose: Gather baseline info establishing

perceived knowledge level of a high-risk, high-interest downstream audience

• Method: Anonymous surveys with separate signed consent forms (English & Spanish)

• Place: Legacy Clinic in Houston (November 2009)• Sample selection: By consent and convenience• Sample size: 342 valid surveys collected over

four-day period (90+% participation)

‘The 50,000 HIV/AIDS cases in Houston are not the result of cognitive information deficits—the problem is high-risk behaviours. People with HIV are the medical equivalent of skydivers; they are risk-takers and thrill seekers.’

—Paul Simmons, directorCenter for AIDS

Information & Advocacy, Houston

Demographics

• 66% (identified themselves as) male• 42% heterosexual, 38% homosexual, and 10%

bisexual• 37% white, 36% black, 16% Hispanic, 11% other• 31% aged 37-47, 26% were 26-36, 23% were 48-

58, 16% were 18-25• 48% high school graduates and 33% college

graduates• 31% HIV-negative, 54% HIV-positive

Data Analysis

• Analysed first in terms of simple descriptives• Followed by cross tabs to determine significant

associations (Pearson’s chi-square test)• Responses to statements divided into groups and

tested for reliability

This paper focuses on findings and conclusions from initial analysis.

Responses to Q1

From which of these sources

have you learned about HIV/AIDS in the past 4-5

years?

Q1 (cont)

Responses to Q2Rate each of

these sources of HIV/AIDS information

according to how credible

(believable) they have been

in your experience.

Q2 (cont)

Responses to Q3Please check the response that best represents how

you feel about these statements.

Q3 (cont)

Q3 (cont)

Responses to Q4

Mark all of these HIV/AIDS treatments you have heard of.

Based on your experience, mark all treatments you think can be effective in treating HIV/AIDS.

Survey Findings: Info Sources

Most popular sources 1. Television

2. Magazines

3. Family/friends (48%)

4. OR Newspapers (48%)

5. Radio

6. Books

Most credible sources1. Medical websites

2. OR Conventional MDs (both 57%)

3. Television

4. Books

5. HIV/AIDS websites

6. Magazines

Survey Findings: Info Sources

Least popular sources

1. Alternative MDs

2. Social media

3. Emails

4. Blogs/online bulletin boards

5. Religious organisations

6. E-newsletters

Least credible sources1. Social media

2. Fellow workers

3. Religious organisations

4. Emails

5. Family/friends

6. Blogs/online bulletin boards

Survey Reaction Interviews

• Conventional doctor: ‘Abstinence programs are not working and drug cocktails don’t work for all.’

• Advocate: ‘HIV-positive people are fatigued: they have technology mediated sex lives and they are tired of that. ’

• Alternative doctor: Survey participants ‘incredibly ignorant about treatments available and their effectiveness.’

Conclusions

• Traditional media sources still important and credible

• Social media least credible• Alarming number of knowledge gaps regarding

HIV/AIDS prevention, treatment and global trends.

• Lack of information about medical facts• Statistical assessment indicates HIV-positive

group needs info on HIV treatment options

Survey Comments‘It’s sad we have gotten comfortable with these diseases. To

really educate yourself, you have to make an effort.’

—Bisexual man, HIV-positive

‘Taking this survey made me realize how much I don’t know

about HIV/AIDS .’

—Straight woman, HIV-negative

‘Knowledge is power!’

—Gay man, HIV-positive

Future Work

• Most research has focused on how HIV/AIDs prevention programmes are working—little done regarding treatment options

• Opportunities to implement a customised transdisciplinary marcon model at Houston clinics

• Include conventional and alternative information about treatment choices

• Holistic research touches many disciplines: many publishing/presentation possibilities

• Survey could be replicated with other groups