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2019 | OriginalPaper | Buchkapitel

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

verfasst von : Beatriz Casais, João F. Proença, Henrique Barros

Erschienen in: Case Studies on Social Marketing

Verlag: 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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Titel: Social Marketing Applied to HIV/AIDS Prevention: The Case of a Five-Year Governmental Response in Portugal
verfasst von: Beatriz Casais
João F. Proença
Henrique Barros
Verlag: Springer International Publishing
Buch: Case Studies on Social Marketing
Print ISBN: 978-3-030-04842-6

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

Copyright-Jahr: 2019
DOI: https://doi.org/10.1007/978-3-030-04843-3_8