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ASIA-PACIFIC PROGRAMMING WORKSHOP ON HIV/AIDS December 8, 2007 Kuala Lumpur, Malaysia PowerPoint PPT Presentation

Engaging Your Audience: Making HIV/AIDS Personal. TINA HOFF Vice President & Director, Kaiser Family Foundation STEPHEN MASSEY Senior Program Officer, Kaiser Family Foundation. ASIA-PACIFIC PROGRAMMING WORKSHOP ON HIV/AIDS December 8, 2007 Kuala Lumpur, Malaysia.

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ASIA-PACIFIC PROGRAMMING WORKSHOP ON HIV/AIDS December 8, 2007 Kuala Lumpur, Malaysia

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Presentation of gmai programming models

Engaging Your Audience:

Making HIV/AIDS Personal

TINA HOFF

Vice President & Director, Kaiser Family Foundation

STEPHEN MASSEY

Senior Program Officer, Kaiser Family Foundation

ASIA-PACIFIC PROGRAMMING WORKSHOP ON HIV/AIDS

December 8, 2007

Kuala Lumpur, Malaysia


Presentation of gmai programming models

EFFECTIVE MEDIA STRATEGIES –

Messaging Across Platforms

TARGETED PUBLIC

SERVICE PSAs

ORIGINAL

PROGRAMMING

NEWS & PUBLIC

AFFAIRS

INTEGRATED

MESSAGING

FREE INFORMATION

RESOURCES

SPECIAL EVENTS &

COMMUNITY


Presentation of gmai programming models

EFFECTIVE MEDIA STRATEGIES –

Messaging Across Platforms

Across all platforms, the key is to:

Engage your audience by making the issue of

HIV/AIDS personal.


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PERSONALIZING AIDS –

How to “Make it Personal” Through Media?

  • Empower your audience during the creative process.

  • Encourage the audience to “tell their story”.

  • Incorporate a “call to action” that engages audiences.

  • Use testimonials – find the voices that resonate.

  • See all media platforms as opportunities to message.


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EFFECTIVE MEDIA STRATEGIES –

How to “Make it Personal” Through Media?

  • FIVE PROVEN STRATEGIES:

  • News You Can Use

  • Informational Entertainment

  • Live Audience

  • Personal Testimonials

  • Screenplays / Film Contests


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#1. NEWS YOU CAN USE

News & Public Affairs Programming

STRATEGY

Give your audience HIV/AIDS information

they can act on.


Presentation of gmai programming models

#1. NEWS YOU CAN USE

News & Public Affairs Programming

GMAI News Programming Highlights

TRT- 4:20, DVD, color


Presentation of gmai programming models

#1. NEWS YOU CAN USE

News & Public Affairs Programming

EXAMPLES

  • News or entertainment talent make a news story about themselves

  • Use young people as reporters

  • Make getting an HIV test a news story.

  • Use the news story to deliver messages about HIV transmission, safe sex practices, and testing procedures


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#2. INFORMATIONAL ENTERTAINMENT

Sitcoms, Dramas, Reality TV

STRATEGY

Incorporate the issue of HIV/AIDS into popular

entertainment programs and storylines.


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#2. INFORMATIONAL ENTERTAINMENT

Sitcoms, Dramas, Reality TV

GMAI Entertainment Highlights

TRT- 7:00, DVD, color


Presentation of gmai programming models

#2. INFORMATIONAL ENTERTAINMENT

Sitcoms, Dramas, Reality TV

EXAMPLES

Use real voices to inspire entertainment programming. HIV is a compelling storyline that engages audiences.

  • Brief writers of popular shows.

  • Introduce PLWHA to creators of programming.

  • Demonstrate the “entertainment value” of real-life

    stories of people affected by HIV/AIDS.

  • Involve PLWHA in the actual show (as actors,

    directors, contributors, etc.)

  • Connect audiences to entertainment shows.


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#3. LIVE AUDIENCE

Talk Shows, Studio Segments, Etc.

STRATEGY

Involve your audience in a conversation about

HIV/AIDS.


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#3. LIVE AUDIENCE

Talk Shows, Studio Segments, Etc.

GMAI Live Audience Highlights

TRT- 7:26, DVD, color


Presentation of gmai programming models

#3. LIVE AUDIENCE

Talk Shows, Studio Segments, Etc.

EXAMPLES

  • Poll the audience about HIV misconceptions; present

    the findings in an interactive show.

  • Invite a celebrity or public figure to be interviewed and

    questioned by the audience.

  • Highlight questions as well as answers – create an

    environment that is safe to ask questions.

  • Reduce stigma by answering frequently asked

    questions.


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#4. PERONAL TESTIMONIALS

User-Generated Content, Diaries, Etc.

STRATEGY

Create opportunities for the audience to tell their

story.


Presentation of gmai programming models

#4. PERSONAL TESTIMONIALS

User-Generated Content, Diaries, Etc.

GMAI Personal Testimonials Highlights

TRT- 5:50, DVD, color


Presentation of gmai programming models

#4. PERSONAL TESTIMONIALS

User-Generated Content, Diaries, Etc.

EXAMPLES

  • Have a PLWHA speak at an event.

  • Solicit individual stories for broadcast – ask your

    audience to submit their stories for air.

  • Highlight questions as well as answers – create an

    environment that is safe to ask questions.

  • Reduce stigma by finding the voices that resonate.

  • Allow your audience to film their own content for

    broadcast.


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#5. SCREENPLAYS & FILM CONTESTS

Short Films, Documentaries, Etc.

STRATEGY

Conduct contests to engage the audience in

writing stories, shows, episodes, screenplays, etc.


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#5. SCREENPLAYES & FILM CONTESTS

Short Films, Documentaries, Etc.

GMAI Screenplays / Film Contests Highlights

TRT - 4:55, DVD, color


Presentation of gmai programming models

#5. SCREENPLAYS & FILM CONTESTS

Short Films, Documentaries, Etc.

EXAMPLES

  • Create competition for viewers to have their

    screenplay about HIV/AIDS produced for air on the

    network and re-broadcast online.

  • Organize teams of young people to develop and shoot

    short films about AIDS.

  • Create a music contest for audience members to

    submit their own lyrics about HIV/AIDS, stigma,

    protection, etc.


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ENGAGING YOUR AUDIENCE

Key Conclusions

  • Make it interactive and creative.

  • Create a personal connection.

  • Message across platforms.

  • Repetition, repetition, repetition…

  • Make content responsive to and relevant for the

    community.

  • Use your audience to make the content fresh.

  • Find the voices of real people affected by HIV/AIDS.


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