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Theoretical Background: Introduction to Social Marketing Read chapter Read first chapter

2019 | OriginalPaper | Chapter

Social Marketing Applied to HIV/AIDS Prevention: The Case of a Five-Year Governmental Response in Portugal

Authors : Beatriz Casais, João F. Proença, Henrique Barros

Published in: Case Studies on Social Marketing

Publisher: Springer International Publishing

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Abstract

HIV infection has been a concerning health issue prioritised by health governmental institutions that has required the development of public health policies with an integrated social marketing intervention in an upstream dimension. A behaviour change strategy should invest in segmented communication for priority targets, in partnership with multiple stakeholders.
This case explores and discusses the integrated social marketing programme developed by the Portuguese Ministry of Health to prevent HIV/AIDS in the period 2006–2011 and its long-term evaluation in behaviour change, comparing data from 2005 and 2017. This case shows the initial diagnosis; the social marketing strategy developed for different targets in partnership with civil society organisations, following a variety of theoretical frameworks; and effectiveness evaluation in epidemic outcomes. A guide is provided with questions for discussion.

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previous chapter The Importance of Social Marketing in Global Health Emergencies: The Case of Zika Virus Infection
next chapter Social Knowledge in Public Health: Case Study on Substantiating and Instrumenting the Social Marketing Campaigns in Romania
Literature
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Metadata
Title
Social Marketing Applied to HIV/AIDS Prevention: The Case of a Five-Year Governmental Response in Portugal
Authors
Beatriz Casais
João F. Proença
Henrique Barros
Copyright Year
2019
Publisher
Springer International Publishing
Book
Case Studies on Social Marketing

Print ISBN: 978-3-030-04842-6

Electronic ISBN: 978-3-030-04843-3

Copyright Year: 2019

DOI
https://doi.org/10.1007/978-3-030-04843-3_8