Case Study paper. “Ad Council 's AIDS Campaign”
• Situation analysis
As a result of previous experiments, allied officials from the Ad Council, American Foundation for AIDS Researches, Inc. (AmFAR), the National AIDS Network (NAN), and the Scali, McCabe, Solves, Inc. identified three primary categories to target in the new campaign; IV drug users, homosexually active men, and teens. Each one of these groups has its different circumstances of dealing with the concept of the campaign’s objective. The main issue emerges from the lack of fully understating at first. Public and media built up certain barriers, which affected on the ultimate result to deliver the potential goal. Although homosexual men group represents 61% of the population with AIDS in the U.S, IV drug user is considered to be the hardest potential target. Drug users will trust no one, not even hospitals; their attitude toward safe sex seems sort of impossible. They are classified careless about themselves and believe no one will. Therefore, no matter if they diagnosed positive or negative, their behavior would still be the same. With regards to homosexual men, this group is considered to have a thorough knowledge of the risks and contracting this terminal disease, however, they still are not aware of a potential infection. Thereafter, not taking any step forward to protect themselves and other people as well. Lastly, it has been reported that around 51% of 15 year-olds are sexually active and it is still continuing to raise dramatically. Teens also have a high rate of getting AIDS/HIV virus due to the lack of awareness of having protected sex, they are also subjected to drug use as well.
• Problem definition
... middle of paper ...
... last decade, social media have contributed a significant role in the individual’s life and affects on decisions making, which would help to spread out the message to all categories. Take an advantage of interested individuals relate to the targeted groups on social media. Celebrities and influenced users on network platforms such as Facebook and Twitter as well.
Because of the majority of the teens are considered to be involved in the educational field. I believe schools and universities have an effective contribution to raise attention on the importance of “safe sex”. Promote for more academic researches papers and projects on educating people to understand how such a terminal illness “AIDS” spread among unexpected channels. Even though it seems hard to openly talk about sex in the educational field, but I believe people’s life does matter.
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