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Research conducted by… Dr. Ruth Massingill Sam Houston State University (Texas) Teesside University (England) As part of a larger project… …to examine HIV/AIDS social marketing campaigns in Mexico, Uganda & USA Overall aim was to…
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Dr. Ruth Massingill
Sam Houston State University (Texas)
Teesside University (England)
As part of a larger project…
…to examine HIV/AIDS social marketing campaigns in Mexico, Uganda & USA
Overall aim was to…
…understand which appeals and approaches are most effective in motivating lifestyle changes to prevent HIV/AIDS infection and improve treatment results
‘The 50,000 HIV/AIDS cases in Houston are not the result of cognitive information deficits—the problem is high-risk behaviours. People with HIV are the medical equivalent of skydivers; they are risk-takers and thrill seekers.’
—Paul Simmons, director
Center for AIDS Information & Advocacy, Houston
This paper focuses on findings and conclusions from initial analysis.
From which of these sources have you learned about HIV/AIDS in the past 4-5 years?
Rate each of these sources of HIV/AIDS information according to how credible (believable) they have been in your experience.
Please check the response that best represents how you feel about these statements.
Mark all of these HIV/AIDS treatments you have heard of.
Based on your experience, mark all treatments you think can be effective in treating HIV/AIDS.
Most popular sources
3. Family/friends (48%)
4. OR Newspapers (48%)
Most credible sources
1. Medical websites
2. OR Conventional MDs (both 57%)
5. HIV/AIDS websites
Least popular sources
1. Alternative MDs
2. Social media
4. Blogs/online bulletin boards
5. Religious organisations
Least credible sources
1. Social media
2. Fellow workers
3. Religious organisations
6. Blogs/online bulletin boards
‘It’s sad we have gotten comfortable with these diseases. To really educate yourself, you have to make an effort.’
—Bisexual man, HIV-positive
‘Taking this survey made me realize how much I don’t know about HIV/AIDS .’
—Straight woman, HIV-negative
‘Knowledge is power!’