HIV And AIDS Prevention

Summary:

The first national, co-ordinated AIDS education campaign was not launched until 1988, since then there has been an increase in trying to educate all people in the United States about HIV and AIDS prevention. Unfortunately, the number of infections has not seen much decline and actually some rise in the number of infections in the past decade within two specific groups: young gay men and young women of color.

Trojan is one the most commonly known and recognized brands for presenting pregnancy and disease. While there are other brands out there that continue to gain a share of the market, if Trojan can capture the attention and business these two demographics they can firmly establish themselves as a company concerned about social issues and can obtain a positive view in the public’s eye through marketing to these demographics.

This report will allow Trojan the medium and message on how to decrease the spread of HIV and AIDS in those two groups and how they can increase sales. Ultimately, with the increase in brand loyalty from these groups and a positive view from the public, Trojan’s dominant share of the market should only grow, thus increasing profits and capital to for other desired investments.

Background:

The primary objective of the research project is to understand how to reach young people across America, due to the fact that HIV and AIDS is increasing among women of color and gay men under the age of 25 in the United States according to AIDSACTION.org, the national voice on AIDS. The rise in numbers of young people, especially those of color, contracting HIV/AIDS has raised much concern in the United States. For African-Americans, AIDS is still a leading cause of death and it is the leading cause of death for African-American women.

Trojan Condom Company is hoping to be the leading tool to promote awareness of this rising statistic as well as encourage methods of prevention. Trojan believes “sexual health is best realized through personal awareness, communication, and access to accurate information and services.”

Research objectives:

Trojan Condom Company is aware of the growing AIDS epidemic within the United States population. Our goal is to determine the most at risk demographics using secondary data and how Trojan Condoms can effectively market to those groups in order to help prevent the spread of AIDS and HIV.

General Research Questions

Currently, what are the most at risk demographic in the United States?