The drama Downunder: the challenges of implementing a sexual health campaign across multiple national jurisdictions
Issues: Health promotion unitiatives frequently encounter problems related to the perceived inability of campaigns developed in one region to work effectively in others. Limited resources necessitate a more broad approach to social marketing sexual health and prevention campaigns that are implemented across states and territories.
Description: The Drama Downunder campaign was developed for the Australian Federation of AIDS Organisations to be implemented across multiple states and territories in Australia. Despite misgivings from some organizations, the process offered a unique opportunity to tailor the campaign to the individual needs of various states and territories. The presentation will also examine the creative process that resulted in a campaign with significant appeal to heterosexual as well as homosexual target audiences.
Lessons learned: With carefull brokering, consultation and processes of inclusion it is possible to tailor social marketing interventions to the needs of individual regions as a way of strengthening campaign recognition and comprehension. In addition, through a rigorous process of focus testing it is possible to arrive at campaign solutions that have significant impact in both heterosexual and gay audiences.
Next steps: Importantly, the next steps in this process will include a comprehensive and detailed evaluation of the interventions on a state by state and national basis that will examine process and impact outcome measures. This knowledge will be taken into subsequent campaign initiatives.
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