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
EFFECTIVE MEDIA STRATEGIES – Messaging Across Platforms TARGETED PUBLIC SERVICE PSAs ORIGINAL PROGRAMMING NEWS & PUBLIC AFFAIRS INTEGRATED MESSAGING FREE INFORMATION RESOURCES SPECIAL EVENTS & COMMUNITY
EFFECTIVE MEDIA STRATEGIES – Messaging Across Platforms Across all platforms, the key is to: Engage your audience by making the issue of HIV/AIDS personal.
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.
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
#1. NEWS YOU CAN USE News & Public Affairs Programming STRATEGY Give your audience HIV/AIDS information they can act on.
#1. NEWS YOU CAN USE News & Public Affairs Programming GMAI News Programming Highlights TRT- 4:20, DVD, color
#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
#2. INFORMATIONAL ENTERTAINMENT Sitcoms, Dramas, Reality TV STRATEGY Incorporate the issue of HIV/AIDS into popular entertainment programs and storylines.
#2. INFORMATIONAL ENTERTAINMENT Sitcoms, Dramas, Reality TV GMAI Entertainment Highlights TRT- 7:00, DVD, color
#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.
#3. LIVE AUDIENCE Talk Shows, Studio Segments, Etc. STRATEGY Involve your audience in a conversation about HIV/AIDS.
#3. LIVE AUDIENCE Talk Shows, Studio Segments, Etc. GMAI Live Audience Highlights TRT- 7:26, DVD, color
#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.
#4. PERONAL TESTIMONIALS User-Generated Content, Diaries, Etc. STRATEGY Create opportunities for the audience to tell their story.
#4. PERSONAL TESTIMONIALS User-Generated Content, Diaries, Etc. GMAI Personal Testimonials Highlights TRT- 5:50, DVD, color
#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.
#5. SCREENPLAYS & FILM CONTESTS Short Films, Documentaries, Etc. STRATEGY Conduct contests to engage the audience in writing stories, shows, episodes, screenplays, etc.
#5. SCREENPLAYES & FILM CONTESTS Short Films, Documentaries, Etc. GMAI Screenplays / Film Contests Highlights TRT - 4:55, DVD, color
#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.
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.