A Report on Social Marketing Campaign

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HIV AND AIDS SOCIAL MARKETING AMONG THE INJECTABLE DRUG USERS 1.1 Background Kotler and Zaltman (1989) were the first to use the term social marketing in 1971 in reference to marketing application to social and health problem solution. Social marketing is defined as "the design, implementation and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution and marketing research".


The spread of HIV and AIDS is mainly caused by social and health problems, therefore social marketing offers mechanisms for solving such problems through encouraging people to live healthier lifestyles. According to Kotler & Roberto (1989); Rogers (1995), the idea of diffusion and social marketing has been transformed to form strategies for use by the public throughout Asia, Africa, North America and south America. According to the United Nations, in the past two decades 60 million people have been infected by HIV/AIDS and reportedly 20 million deaths have been reported. Ninety-five percent of the infected population presently live in developing countries. The report on the Global HIV/AIDS Epidemic, UNAIDS (2002) warned that unless prevention and treatment measures are put in place and followed diligently, over 68 million people would die in the next 20 years. Established cases of HIV/AIDS infection have increased in occurrence throughout different region and numerous countries report severe HIV epidemics amongst injecting drug users (IDUs). The countries with high frequency of HIV infections among IDUs are Myanmar, Thailand, Indonesia, Nepal, Malaysia, Vietnam, China, India and Iran. ...
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