Transcript Research conducted by… Dr. Ruth Massingill Sam Houston State University (Texas) Teesside University (England) As part of a larger project… …to examine HIV/AIDS social marketing.

Research conducted by…
Dr. Ruth Massingill
Sam Houston State University (Texas)
Teesside University (England)
As part of a larger project…
…to examine HIV/AIDS social marketing campaigns
in Mexico, Uganda & USA
Overall aim was to…
…understand which appeals and approaches are
most effective in motivating lifestyle changes to
prevent HIV/AIDS infection and improve
treatment results
HIV/AIDS & Social Marketing
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33+ million people living w/ HIV/AIDS (2010)
Infection rates on the rise among high-risk groups
14,000 new infections DAILY
Behavioural problem, not a medical problem
Complacency driving decline in ‘safe sex’
Social marketing could be ‘social vaccine’
Must understand the AIDS landscape, marketing
theory & practice, and the evolving medical
picture
Knowledge & Perceptions Survey
• Purpose: Gather baseline info establishing
perceived knowledge level of a high-risk, highinterest downstream audience
• Method: Anonymous surveys with separate
signed consent forms (English & Spanish)
• Place: Legacy Clinic in Houston (November 2009)
• Sample selection: By consent and convenience
• Sample size: 342 valid surveys collected over
four-day period (90+% participation)
‘
The 50,000 HIV/AIDS cases in Houston are
not the result of cognitive information
deficits—the problem is high-risk behaviours.
People with HIV are the medical equivalent of
skydivers; they are risk-takers and thrill
seekers.’
—Paul Simmons, director
Center for AIDS Information &
Advocacy, Houston
Demographics
• 66% (identified themselves as) male
• 42% heterosexual, 38% homosexual, and 10%
bisexual
• 37% white, 36% black, 16% Hispanic, 11% other
• 31% aged 37-47, 26% were 26-36, 23% were 4858, 16% were 18-25
• 48% high school graduates and 33% college
graduates
• 31% HIV-negative, 54% HIV-positive
Data Analysis
• Analysed first in terms of simple descriptives
• Followed by cross tabs to determine significant
associations (Pearson’s chi-square test)
• Responses to statements divided into groups and
tested for reliability
This paper focuses on findings and
conclusions from initial analysis.
Responses to Q1
From which of
these sources
have you learned
about HIV/AIDS
in the past 4-5
years?
Q1 (cont)
Responses to Q2
Rate each of
these sources
of HIV/AIDS
information
according to
how credible
(believable)
they have been
in your
experience.
Q2 (cont)
Responses to Q3
Please check the response that best represents how
you feel about these statements.
Q3 (cont)
Q3 (cont)
Responses to Q4
Mark all of these HIV/AIDS treatments you have
heard of.
Based on your experience, mark all treatments
you think can be effective in treating HIV/AIDS.
Survey Findings: Info Sources
Most popular sources
1. Television
2. Magazines
3. Family/friends (48%)
4. OR Newspapers (48%)
5. Radio
6. Books
Most credible sources
1. Medical websites
2. OR Conventional MDs
(both 57%)
3. Television
4. Books
5. HIV/AIDS websites
6. Magazines
Survey Findings: Info Sources
Least popular sources
1. Alternative MDs
2. Social media
3. Emails
4. Blogs/online bulletin
boards
5. Religious organisations
6. E-newsletters
Least credible sources
1. Social media
2. Fellow workers
3. Religious organisations
4. Emails
5. Family/friends
6. Blogs/online bulletin
boards
Survey Reaction Interviews
• Conventional doctor: ‘Abstinence programs
are not working and drug cocktails don’t work
for all.’
• Advocate: ‘HIV-positive people are fatigued:
they have technology mediated sex lives and
they are tired of that. ’
• Alternative doctor: Survey participants
‘incredibly ignorant about treatments
available and their effectiveness.’
Conclusions
• Traditional media sources still important and
credible
• Social media least credible
• Alarming number of knowledge gaps regarding
HIV/AIDS prevention, treatment and global
trends.
• Lack of information about medical facts
• Statistical assessment indicates HIV-positive
group needs info on HIV treatment options
Survey Comments
‘It’s sad we have gotten comfortable with
these diseases. To really educate
yourself, you have to make an effort.’
—Bisexual man, HIV-positive
‘Taking this survey made me realize how
much I don’t know about HIV/AIDS .’
—Straight woman, HIV-negative
‘Knowledge is power!’
—Gay man, HIV-positive
Future Work
• Most research has focused on how HIV/AIDs
prevention programmes are working—little done
regarding treatment options
• Opportunities to implement a customised
transdisciplinary marcon model at Houston clinics
• Include conventional and alternative information
about treatment choices
• Holistic research touches many disciplines: many
publishing/presentation possibilities
• Survey could be replicated with other groups