Local AIDS prevention and the use of television advertising
- 1 January 1993
- journal article
- research article
- Published by Taylor & Francis in Journal of the Institute of Health Education
- Vol. 31 (1) , 6-16
- https://doi.org/10.1080/03073289.1993.10805781
Abstract
Television advertising as a medium for health education is often dismissed as a blunt tool which can only be used effectively by the big players and at prohibitive costs. But in 1991 East Cumbria, with the support of Northern Regional Health Authority, ran the first ever TV campaign by a district health authority, promoting condom use humorously and positively to 16–24 year olds. Awareness impact was high, and the advert attracted much local media coverage. The key to the success was, firstly, the fact that the target group influenced all stages of the campaign, and, secondly, that the campaign was perceived to be by and for local people. Consumer research pre- and post-campaign by the Advertising Research Unit played a vital role.Keywords
This publication has 0 references indexed in Scilit: