Social Marketing as an Hiv/Aids Communication Tool: A Case Study of the Stop Aids, Love L ife Campaign by the Ghana Social Marketing Foundation (Gsmf)
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Date
2004-09
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University of Ghana
Abstract
This work sought to find out whether social marketing works as an HIV/AIDS
communication tool. Theories in social marketing were therefore used to assess the
impact of the Stop AIDS, Love Life campaign. Previous campaigns in some third world
countries also provided examples of the use of social marketing principles in HIV/AIDS
campaigns. The Stop AIDS, Love Life campaign was compared to these campaigns to
identify similarities and differences and to assess the impact of the Ghanaian experience.
The case study methodology was used.
Analyses of data showed that like the other social marketing campaigns, the Stop AIDS,
Love Life campaign used development, implementation, and evaluation techniques in
social marketing for relative successes and failures. Condom usage in Ghana, for
instance, increased by 200% a year after the inception of the campaign although the
campaign failed to get young adults to abstain and delay sex.
Discussions of the findings proved that the campaign was successful in creating
awareness about HIV/AIDS through television, radio and posters. However, participatory
communication channels were less used and less popular and this led to failure to meet
some campaign objectives. Recommendations were made for the use of more
participatory communication channels synonymous with traditional African systems and
the need for the avoidance of situations where Western communication policies were
implemented in Africa without taking cognizance of the needs of the people and their
peculiar situation.
Description
Thesis (MA) - University of Ghana, 2004
Keywords
Marketing, Communication, Campaign, Ghana, Foundation, Social