1 / 24

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

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.

omer
Download Presentation

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

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. 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

  2. EFFECTIVE MEDIA STRATEGIES – Messaging Across Platforms TARGETED PUBLIC SERVICE PSAs ORIGINAL PROGRAMMING NEWS & PUBLIC AFFAIRS INTEGRATED MESSAGING FREE INFORMATION RESOURCES SPECIAL EVENTS & COMMUNITY

  3. EFFECTIVE MEDIA STRATEGIES – Messaging Across Platforms Across all platforms, the key is to: Engage your audience by making the issue of HIV/AIDS personal.

  4. 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.

  5. 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

  6. #1. NEWS YOU CAN USE News & Public Affairs Programming STRATEGY Give your audience HIV/AIDS information they can act on.

  7. #1. NEWS YOU CAN USE News & Public Affairs Programming GMAI News Programming Highlights TRT- 4:20, DVD, color

  8. #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

  9. #2. INFORMATIONAL ENTERTAINMENT Sitcoms, Dramas, Reality TV STRATEGY Incorporate the issue of HIV/AIDS into popular entertainment programs and storylines.

  10. #2. INFORMATIONAL ENTERTAINMENT Sitcoms, Dramas, Reality TV GMAI Entertainment Highlights TRT- 7:00, DVD, color

  11. #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.

  12. #3. LIVE AUDIENCE Talk Shows, Studio Segments, Etc. STRATEGY Involve your audience in a conversation about HIV/AIDS.

  13. #3. LIVE AUDIENCE Talk Shows, Studio Segments, Etc. GMAI Live Audience Highlights TRT- 7:26, DVD, color

  14. #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.

  15. #4. PERONAL TESTIMONIALS User-Generated Content, Diaries, Etc. STRATEGY Create opportunities for the audience to tell their story.

  16. #4. PERSONAL TESTIMONIALS User-Generated Content, Diaries, Etc. GMAI Personal Testimonials Highlights TRT- 5:50, DVD, color

  17. #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.

  18. #5. SCREENPLAYS & FILM CONTESTS Short Films, Documentaries, Etc. STRATEGY Conduct contests to engage the audience in writing stories, shows, episodes, screenplays, etc.

  19. #5. SCREENPLAYES & FILM CONTESTS Short Films, Documentaries, Etc. GMAI Screenplays / Film Contests Highlights TRT - 4:55, DVD, color

  20. #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.

  21. 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.

  22. www.thegmai.org

More Related