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

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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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Presentation Transcript
slide1

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

slide2

EFFECTIVE MEDIA STRATEGIES –

Messaging Across Platforms

TARGETED PUBLIC

SERVICE PSAs

ORIGINAL

PROGRAMMING

NEWS & PUBLIC

AFFAIRS

INTEGRATED

MESSAGING

FREE INFORMATION

RESOURCES

SPECIAL EVENTS &

COMMUNITY

slide3

EFFECTIVE MEDIA STRATEGIES –

Messaging Across Platforms

Across all platforms, the key is to:

Engage your audience by making the issue of

HIV/AIDS personal.

slide4

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.
slide5

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
slide6

#1. NEWS YOU CAN USE

News & Public Affairs Programming

STRATEGY

Give your audience HIV/AIDS information

they can act on.

slide7

#1. NEWS YOU CAN USE

News & Public Affairs Programming

GMAI News Programming Highlights

TRT- 4:20, DVD, color

slide8

#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
slide9

#2. INFORMATIONAL ENTERTAINMENT

Sitcoms, Dramas, Reality TV

STRATEGY

Incorporate the issue of HIV/AIDS into popular

entertainment programs and storylines.

slide10

#2. INFORMATIONAL ENTERTAINMENT

Sitcoms, Dramas, Reality TV

GMAI Entertainment Highlights

TRT- 7:00, DVD, color

slide11

#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.
slide12

#3. LIVE AUDIENCE

Talk Shows, Studio Segments, Etc.

STRATEGY

Involve your audience in a conversation about

HIV/AIDS.

slide13

#3. LIVE AUDIENCE

Talk Shows, Studio Segments, Etc.

GMAI Live Audience Highlights

TRT- 7:26, DVD, color

slide14

#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.

slide15

#4. PERONAL TESTIMONIALS

User-Generated Content, Diaries, Etc.

STRATEGY

Create opportunities for the audience to tell their

story.

slide16

#4. PERSONAL TESTIMONIALS

User-Generated Content, Diaries, Etc.

GMAI Personal Testimonials Highlights

TRT- 5:50, DVD, color

slide17

#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.

slide18

#5. SCREENPLAYS & FILM CONTESTS

Short Films, Documentaries, Etc.

STRATEGY

Conduct contests to engage the audience in

writing stories, shows, episodes, screenplays, etc.

slide19

#5. SCREENPLAYES & FILM CONTESTS

Short Films, Documentaries, Etc.

GMAI Screenplays / Film Contests Highlights

TRT - 4:55, DVD, color

slide20

#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.

slide21

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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