Marketing Communications and Brand Management
Introduction
This non-profit organisation was founded in 1989 and registered as a charitable organisation in August of the same year. It is a non-profit organisation dedicated to promoting body acceptance and self-esteem (www.bodypositivedorset.org). In our capacity as a non-profit organisation, we are a small operation with just three full-time workers and four part-time volunteers on the payroll. Personal savings, as well as contributions from other people and organisations, are used to fund Body Positive Dorset’s operations.
With the support of a range of different organisations, such as universities, we are able to provide seminars on HIV prevention, awareness, and education in order to reduce the stigma, transmission, and ignorance that are connected with the infection.
Overview
The implementation of HIV prevention programmes at the national and international levels is essential if the United Nations’ objective of stopping worldwide HIV transmission by 2030 is to be achieved. Programs for HIV prevention, including treatment, education, and other forms of HIV prevention, are required in order to attain this objective. According to official numbers, the number of HIV diagnoses in the United Kingdom grew by 14 percent this year, with 1139 girls and 3000 males being diagnosed. According to the figures, 42 percent of infections happened late in life, and 41 percent occurred among those under the age of 35.
Project scope and agenda
According to a recent poll conducted by the Terrence Higgins Trust, people under the age of 25 are less knowledgeable about HIV than people of any other age group, including the general public (aged 26-60). As illustrated in the chart below, there is a gap in educational programming that has to be addressed in order to reach the United Nations’ 2030 aim.
Indirect rivalry does not exist between society advertising and any other kind of health-care delivery. Instead, they contribute to the improvement and extension of the services that are already accessible to the public. CSM programmes, in addition to supplying products that are readily accessible and cheap outside of the health-care system, support the health-care system in making better use of the resources that are currently available to them. Clients who are unable or unwilling to use condoms in a clinic atmosphere, for example, might benefit from social marketing programmes, which are becoming more popular. For people who like the privacy of a commercial transaction, as well as for youngsters and teens, this kind of fraud is particularly harmful (Gupta2019).
Markings communication plan
Therefore, CSM programmes are developed in close collaboration with host country governments and are specifically adapted to match the current priorities and requirements of the host country as a consequence of this close collaboration.
Many of the goods developed via social marketing programmes may be used as part of continuous communications operations in clinics, schools, and across the public health system, according to the authors.
It goes without saying that the support of the government is crucial for the implementation of a successful social marketing strategy. As a consequence of government financing and political support, several nations have been able to recognise the critical role that social marketing plays in reducing the spread of HIV/AIDS and other infectious diseases. Because of a subsidy from the Indian government, neither the condoms nor the advertising that promotes them that is distributed via social media are free of charge. Consider the Society for Family Health in South Africa, which has been involved in a social marketing programme since 1992 and has recently been awarded a contract to carry out an AIDS preventive communications campaign throughout the country’s provinces. This is an excellent example of how social marketing can be effective. As part of their HIV/AIDS preventive efforts, other nations, such as Romania, have asked that social marketing programmes be implemented in their own countries.
The fact that there have been several examples of cooperation and support between CSM programmes and host governments is important in recognising the importance of these programmes in countries whose governments are either dysfunctional or in the process of reformation. Haiti, Cambodia, Russia, and Rwanda have all seen an upsurge in condom demand in recent years, despite the fact that these nations have either little or non-existent public health infrastructure to meet the need.
Analysis
It will be difficult to overcome both the use of social media marketing by UNAIDS and the engagement of the public health sector if these issues are not addressed (Sharma,2021).
Several donor-driven discussions over the long-term costs and viability of social marketing programmes have erupted as a result of the rapid proliferation of social marketing programmes.
Small businesses and members of the public health community have both raised worry about the possible negative implications of social marketing programmes on the economy and society as a result of their involvement in these programmes. This section of the article contains in-depth replies to each of the points raised earlier in the text.
When it comes to contraceptives, it is preferable if the overall global supply does not exceed one percent of the world’s gross domestic product (GDP) (GNP). People with moderate and higher income levels begin to purchase real estate when the price of real estate reaches this degree of appreciation. Further research validated the findings of a 1994 study that used data from 24 countries and found a negative relationship between condom prices and sales in each country’s GDP per capita18, which was supported by other research. The researchers that conducted the inquiry were the ones who discovered the information. It was found as a result of the study’s results that a successful AIDS prevention or family planning programme requires condom costs that are less than one percent of total household income.
Social marketing programmes have long been depended upon by individuals in countries with high per capita GDP to assist them in achieving financial stability, whether via large-volume sales or other ways. Examples include Turkey and Costa Rica, to name a few of places where this has happened. A per capita gross national income of around US$2,500 per year is considered to be a level that can be sustained over the long haul. It is challenging to achieve financial independence while simultaneously ensuring that the product is available to people who are most at danger, such as commercial sex workers and those who use injectable opioids.
The great majority of AIDS-affected countries have a GDP per capita that is less than US$1,000 per year, according to the World Bank. Due to the poor economic conditions, widespread illiteracy, and instability of the public health system in these countries, condom social marketing efforts must be maintained there for the foreseeable future. A balance must be struck between the availability and affordability of condoms, while also taking into consideration elements such as their cost-effectiveness, in order to guarantee the success of these programmes.
Discussion
The proper implementation of health-related social marketing programmes may rank among the most cost-effective health treatments available, even if they fail to recognise the significance of the relationship between condom sales and price in determining condom purchases. Social marketing programmes use a range of tactics in order to recoup a significant amount of their operating expenditures, including high sales volume, effective resource management, product diversification, and cross-subsidization, among other things. Customers, not charity organisations or public health authorities, are responsible for a disproportionately large portion of distribution expenses, even in situations when food and beverages are offered at a big discount. A portion of the proceeds from each sale is re-invested back into the programme, where it is put to use to develop long-term institutional and management competence.
The Social Marketing Company is able to significantly lower its long-term operating expenditures by reinvesting sales earnings in the purchase of a new facility in Bangladesh, thanks to the generosity of its customers.
All forms of “mass media,” such as radio, print media, billboards, and the Internet, are included together as part of this classification (Awasthi 2019). Since the mid-1980s, when several countries began to support national campaigns against HIV/AIDS and community-based organisations began designing local interventions, the use of mass media in HIV prevention has become increasingly important, according to Lacroix, Snyder, Huedo-Medina, and Johnson (Lacroix, Snyder, Huedo-Medina, and Johnson) (2014). There are a multitude of methods in which the media may be used to influence people’s views and behaviours, which can be used to bring about positive social change. In order to convey the concepts of any culture to a larger audience, the use of mass media, which includes both print and electronic media, may be used. This is true independent of the culture being communicated (television, radio, etc.). Nwankwo (2006) argues that one of the most important roles of the media is to enlighten and educate the people of a society, and that the media fulfils this function by providing correct information, knowledge, and informed opinions on all of society’s hot-button topics. Nwankwo (2006) argues that one of the most important roles of the media is to enlighten and educate the people of a society. Educating and enlightening the people of a society, according to Nwankwo (2006), is one of the most essential functions of the media in any community. In order to deliver an HIV prevention intervention, the use of mass media has a number of advantages, including the ability to reach a large number of people, standardise and repeat messages across a variety of content formats, including entertainment and news, as well as short commercials or public service announcements, among others. In particular, one of these abilities is the capacity to use a diverse variety of material forms in order to promote good or avoid unfavourable changes in health-related behaviours across vast populations (Wakefield, Loken&Hornik 2010).
The usage of social media is an important factor to consider in this situation. When people connect with one another in virtual communities and networks, this is referred to as social media interaction or social media interaction. Information and ideas are produced, shared, and exchanged with one another via social media platforms on the internet. To be more specific, according to Andreas and Michael (2010), online social media refers to any system that allows users to generate and distribute their own digital content. It has already been said that the usage of mobile and web-based technologies is vital for the construction of lively and engaging forums where people can debate ideas in a dynamic and engaging way. As a result of the fact that social media has a larger audience than conventional media, it is more accessible and simpler to use than traditional media. Because it is more immediate than traditional media, this kind of media has a longer shelf life than conventional media.
Online discussion forums, weblogs, social blogs, microblogging, wikis, social networking sites, podcasts, video rating, and social bookmarking are just a few of the technologies that are being used in social media today, to mention a few.
As Idumange points out, when such disputes take place on platforms like as social media, which are mostly utilised by young people, they endanger not just the individuals engaged but also the whole society as a whole (2018). Individuals who utilise the platform benefit from the platform’s capacity to bring people together to debate a problem that has already been partly handled, which helps to foster a feeling of belonging among those who do so. People who have done their study before posting comments and articles on current events on social media platforms such as Facebook, Twitter, and personal blogs are known as “researchers.” It is possible that bringing all of these remarks and articles together may aid in the establishment of a strong basis for the provision of HIV/AIDS-related services in the future.
It was predicted by Idoko (2006) that the HIV/AIDS pandemic will reach catastrophic proportions, especially in the most hard-hit areas of the world, such as Sub-Saharan Africa. They were correct. They were completely accurate. According to experts, it is the worst natural disaster the world has ever seen in its whole history. In accordance with Wikipedia, the human immunodeficiency virus, sometimes known as HIV, is a retrovirus that causes acquired immunodeficiency syndrome (AIDS) (2011). (AIDS). HIV attacks and eventually destroys the immune system, which serves as the body’s first line of defence against infection. This leaves the individual vulnerable to a variety of further illnesses. HIV is passed from person to person via sexual contact. The spread of HIV infection has proceeded to the point that it is producing AIDS. When researchers in New York and California discovered the first traces of AIDS while doing research in 1981, they were shocked.
Benefit and results
The assumption that homosexual men and intravenous drug users who shared infected hypodermic needles were the most prevalent carriers of HIV in the United States was made as early as the pandemic’s early years, and subsequent research has supported this assumption. Several years after French and American scientists discovered the causative agent of AIDS in 1983, the same scientists developed the world’s first HIV serological tests in 1985, and the virus has since spread around the globe (Barnett and Whiteside 2002). It is possible for the human immunodeficiency virus (HIV) to be transmitted from one person to another via the interchange of blood and its products, the use of sperm and other vaginal fluids, or the drinking of breast milk. Due to the fact that both free virus particles and HIV are present inside infected immune cells, this is the case in this condition, which explains why this is the case in this situation (Sepkowitz, 2001). It is thought that sexual contact with an infected individual is the most common form of transmission, and that this occurs all around the world. It is possible that the virus will enter the body by the mucosa lining of the vaginal, penis, rectum, or oral mucosa, among other routes. More people with HIV are found among individuals who inject drugs and share needles or syringes than in the general population, according to the Centers for Disease Control and Prevention. Thousands of individuals with haemophilia acquired HIV via contaminated blood products before the development of screening technologies and heat-treating techniques that effectively eradicate HIV from blood was made feasible by scientific advancement. It is currently very unusual for someone to become HIV as a result of obtaining a blood transfusion. In certain cases, antiretroviral therapy may be able to delay the course of the sickness and increase one’s life expectancy by a few years despite the fact that there is no vaccine or cure for AIDS at this time. In spite of the fact that antiretroviral therapy reduces mortality and sickness complications, these drugs are expensive and have the potential to cause unpleasant side effects in a small number of patients (Sepkowitz, 2001). Overall, preventive efforts have been focused on the development of a variety of programmes aimed at increasing abstinence, as well as the availability and use of condoms, among other things, among young people.
Strategy
As previously stated by Gomes et al., the print media, such as newspapers and magazines, is responsible for supplying the vast majority of people with awareness about HIV/AIDS (2014). As a result, the need for accurate news coverage of HIV/AIDS continues to be very vital to the public. To paraphrase Chapman (1994), the print media is the most important source of health-related information, especially in the context of HIV and AIDS, where new epidemiological data and scientific findings, as well as new government policies, are continually being developed. It is via reading news articles that the great majority of individuals learn about HIV and AIDS. According to the Australian Journalism Society (2014), newspapers have a big influence on HIV/AIDS since the background and genuine content of their daily television news services are often taken from things that occur in print media.
Bertrand and Anghang (2006) conducted a systematic review of the effectiveness of mass media in changing the HIV/AIDS-related behaviour of young people in developing countries and discovered that print-media news can influence the risk-behaviors of young people in terms of HIV acquisition. As a result, Adekunle, John, Zaccheus, and Melissa (2014) discovered that print-media news can influence the risk-behaviors of young people in terms of HIV acquisition in their study on young people and HIV (radio and television). Print media, such as books, magazines, newspapers, posters, and billboards have a bigger influence on people’s comprehension than electronic media, in part because they provide more than simply exposure to information to the general public, while electronic media does not.
Recommendations
Based on plausible objective evaluations, the present research suggests that print media may have a higher influence on a person’s cognitive information processing than other forms of media. Unlike television, which has a less significant influence, radio has a greater impact. Individuals are more likely to forget what they’ve spent time studying, digesting, and integrating than what they’ve just seen or heard, according to the researchers. When it comes to remembering what they’ve just seen or heard, individuals are more likely to forget what they’ve spent time studying, digesting, and integrating than what they’ve just seen or heard, the researchers found (2006).
The influence of broadcast media on HIV/AIDS prevention and treatment campaigns has been widely established in the scientific literature for many years. 2.4.2
The dissemination of information in electronic form takes place via a variety of means, including cinema, radio, recorded music, and television (to name a few). Radio, television, and other broadcast media are distinguished by the transmission of electrical sound or image across great distances. Television and radio broadcasts reach a large number of people and play a critical role in the dissemination of news and information in the United States and throughout the world, among other things.
Conclusion
According to Osakue, Kayode, Marcel, and Adekunle, broadcast media may and should be used to mobilise people and institutions in modern societies in favour of national development, and they recommend that they do so. The use of broadcast media in this role is likewise encouraged, according to the group (2009). Because of the excellent audio-visual quality of television, it has an impact on people’s perceptions, making it an extremely effective medium for broadcasting information and entertainment.
A strong medium for worldwide communication, according to Osakue and colleagues, since it carries pictures from all over the world into millions of people’s homes on a daily basis, according to Osakue and colleagues. A powerful medium for global communication, according to Osakue and colleagues (2009). The dissemination of televised information does not occur only via the medium of television, contrary to common opinion.
References
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