HEA/AIDS Advertising: The Effective Use of Mass Media Advertising to Meet the Challenge of AIDS - IPA Effectiveness Awards Case Study 1994

Brief Description: This case argues that government advertising via HEA helped change the sexual behaviour of young people, and so reduce the incidence of AIDS. Objective: Health Education Authority wanted to maintain sufficient level of concern about AIDS, to prevent HIV/AIDS slipping off the public radar, to encourage young heterosexuals to use condoms. A multi media campaign ? TV, radio, posters, cinema, national press, women's press, youth press, special interest press. Results: AIDS was retained as a serious consideration in the public mind, relevant to heterosexuals. Evidence of increased condom use. Calls to helpline correlated with certain ads. Cost effectiveness of the advertising is discussed. ;---(TAGS)--- Full Title: The effective use of mass media to meet the challenge of AIDS ; Number: 1994/310 ; Brand Name: COI - Health Education Authority - AIDS ; Client: Hea ; IPA_ProductCoding: Government Departments (Public service information campaigns) ; Agency: BMP DDB Needham ; Author: Louise Whittet ;