No Drama: Key Elements to the Success of an HIV/STI-Prevention Mass-Media Campaign
We qualitatively examined gay men’s reactions to the national “Drama Downunder” HIV/STI social marketing campaign targeting gay men in Australia to identify key campaign elements that underpinned the demonstrated effectiveness of the campaign. We present findings from six qualitative focus groups he...
| Main Authors: | , , , , , |
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| Format: | Journal Article |
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Sage Publications, Inc
2014
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| Online Access: | http://hdl.handle.net/20.500.11937/16624 |
| _version_ | 1848749230084063232 |
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| author | Pedrana, A. Hellard, M. Higgs, Peter Asselin, J. Batrouney, C. Stoove, M. |
| author_facet | Pedrana, A. Hellard, M. Higgs, Peter Asselin, J. Batrouney, C. Stoove, M. |
| author_sort | Pedrana, A. |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | We qualitatively examined gay men’s reactions to the national “Drama Downunder” HIV/STI social marketing campaign targeting gay men in Australia to identify key campaign elements that underpinned the demonstrated effectiveness of the campaign. We present findings from six qualitative focus groups held with 49 participants as part of the evaluation of the sexual-health-promotion campaign over 2008–2009. Participants identified attention-grabbing images, a humorous approach, positive and simple tailored messaging, and the use of mainstream media as campaign features crucial in normalizing sexual health testing, driving campaign engagement, and ensuring high message exposure. Our results suggest that designers of future campaigns should strive to balance positive and negative campaign images and messages, and find new ways to engage men with sexual health topics, particularly younger gay men. We discuss the implications of our findings about campaign effectiveness for future health-promotion campaigns and message design. |
| first_indexed | 2025-11-14T07:17:38Z |
| format | Journal Article |
| id | curtin-20.500.11937-16624 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T07:17:38Z |
| publishDate | 2014 |
| publisher | Sage Publications, Inc |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-166242017-09-13T13:36:44Z No Drama: Key Elements to the Success of an HIV/STI-Prevention Mass-Media Campaign Pedrana, A. Hellard, M. Higgs, Peter Asselin, J. Batrouney, C. Stoove, M. research evaluation HIV/AIDS prevention sexuality/sexual health health promotion qualitative analysis We qualitatively examined gay men’s reactions to the national “Drama Downunder” HIV/STI social marketing campaign targeting gay men in Australia to identify key campaign elements that underpinned the demonstrated effectiveness of the campaign. We present findings from six qualitative focus groups held with 49 participants as part of the evaluation of the sexual-health-promotion campaign over 2008–2009. Participants identified attention-grabbing images, a humorous approach, positive and simple tailored messaging, and the use of mainstream media as campaign features crucial in normalizing sexual health testing, driving campaign engagement, and ensuring high message exposure. Our results suggest that designers of future campaigns should strive to balance positive and negative campaign images and messages, and find new ways to engage men with sexual health topics, particularly younger gay men. We discuss the implications of our findings about campaign effectiveness for future health-promotion campaigns and message design. 2014 Journal Article http://hdl.handle.net/20.500.11937/16624 10.1177/1049732314529024 Sage Publications, Inc fulltext |
| spellingShingle | research evaluation HIV/AIDS prevention sexuality/sexual health health promotion qualitative analysis Pedrana, A. Hellard, M. Higgs, Peter Asselin, J. Batrouney, C. Stoove, M. No Drama: Key Elements to the Success of an HIV/STI-Prevention Mass-Media Campaign |
| title | No Drama: Key Elements to the Success of an HIV/STI-Prevention Mass-Media Campaign |
| title_full | No Drama: Key Elements to the Success of an HIV/STI-Prevention Mass-Media Campaign |
| title_fullStr | No Drama: Key Elements to the Success of an HIV/STI-Prevention Mass-Media Campaign |
| title_full_unstemmed | No Drama: Key Elements to the Success of an HIV/STI-Prevention Mass-Media Campaign |
| title_short | No Drama: Key Elements to the Success of an HIV/STI-Prevention Mass-Media Campaign |
| title_sort | no drama: key elements to the success of an hiv/sti-prevention mass-media campaign |
| topic | research evaluation HIV/AIDS prevention sexuality/sexual health health promotion qualitative analysis |
| url | http://hdl.handle.net/20.500.11937/16624 |