Advocating social marketing as ultimate weapon to fighting HIV/AIDS propagation, and related discrimination and stigmatisation

Ayikwa, Lutete Christian; Jager, Johan de

doi:10.1002/pa.1624

Cited by 3 publications

(2 citation statements)

References 17 publications

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“…Sgaier, too, opines from family planning work in India that psychographic-behavioural segmentation can better forecast demand and, “as in the private sector, a staged market launch that actively stimulates uptake can be used to match appropriate products to suitable customers” (see devex article on contraception in Uttar Pradesh women). Ayikwa and Jager advocate for social marketing as the “ultimate weapon” in combating HIV/AIDS transmission and overcoming related stigmas 35 .…”

Section: Resultsmentioning

confidence: 99%

The impact of market segmentation and social marketing on uptake of preventive programmes: the example of voluntary medical male circumcision. A literature review

Gomez¹,

Loar

Kramer³

2018

Gates Open Res

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Background: The business world has long recognized the power of defining discrete audiences within a target population. However, market segmentation’s full potential has not been applied to the public health context. While some broad elements of market segmentation (e.g., age, geography) are considered, a nuanced look at behavioural and psychographic segmentation, which could greatly enhance the possibility of lasting behaviour change, is often missing. Segmentation, and the associated mindset which acknowledges the multi-dimensional differences between people, allows service providers, implementers, policymakers, and government officials to target initiatives and lead to a greater likelihood of lasting behavioural change. This paper investigates what segmentation is, how it has been applied to voluntary medical male circumcision (VMMC), how it can be applied in development, and the challenges in both measuring and adopting segmentation as part of program design. Methods: We performed a detailed search of peer-reviewed literature using PubMed, ProQuest, ScienceDirect, Google Scholar, and the abstract directories of the International AIDS Society (IAS) published between January 2015 and September 2018. We also accessed articles from business databases such as the Harvard Business Review. Results: Results from a VMMC-focused intervention that successfully designed and delivered segmentation-based programs in two countries demonstrated that it is possible to adapt private sector approaches. However, within the sector of global development that is most familiar with segmentation, these efforts rarely go beyond basic demographic segments. Conclusions: Existing published material tends not to measure the impact of segmentation itself, but the impact of the intervention to which segmentation was applied, which makes it challenging for the development sector to invest in the approach without evidence that it works. Nonetheless, the experiences of segmentation and demand creation for VMMC do highlight the opportunity for better integrating this approach in HIV prevention and in global development and measurement initiatives.

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Section: Resultsmentioning

confidence: 99%

The impact of market segmentation and social marketing on uptake of preventive programmes: the example of voluntary medical male circumcision. A literature review

Gomez¹,

Loar

Kramer³

2018

Gates Open Res

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“…Like Minds, Like Mine social marketing project against discrimination and stigma of mental illness in New Zealand, showed a reduction of discriminatory behavior and an increase in social inclusion of people with mental health challenges (Cunningham et al, 2017). HIV/ AIDS social marketing campaigns successfully reduced discrimination of infected individuals by increasing knowledge about the meaning and modes of transmission and promoting similarities between non-and infected persons (Ayikwa and de Jager, 2017;Rimal and Creel, 2008).…”

Section: Social Marketingmentioning

confidence: 99%

The best person for the job is the most qualified, right? An experimental study about Islamophobia in hiring practices

Maohub

Rangelov²,

Suggs³

2022

JSOCM

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Purpose Islamophobia is a growing social problem that leads to the discrimination of Muslims. Using Group Conflict Theory and the Integrated Threat Theory as the theoretical frameworks, this study aims to measure the presence of Islamophobia in the hiring practices of the most southern state of Switzerland. Design/methodology/approach An experimental formative research study was conducted with employees. Based on CVs for two positions, back-office and front-office, candidates were selected for interviews and reasons were provided. Two variables were manipulated to represent the “Muslim appearance” on the CVs: the picture and the name. A content analysis of reasons was conducted in addition to descriptive statistics of survey responses. Findings A negative perception of Muslim candidates emerged from the answers with a clear difference between the two scenarios: candidates perceived to be Muslim were not rejected from the back-office position, but they were from the front-office position. Social implications Results demonstrate that hiring practices in Ticino Switzerland are, in some cases, based on a prejudicial attitude. As long as Muslims were “not seen as Muslims to the customers,” they were judged as acceptable for the job. This has implications for social marketing research and practice aimed to change this discrimination behavior. A next step could be to understand if it is fear of Muslims or fear of what the public might think of Muslims that cause the selection difference between the two jobs. Systems-wide and macro level social marketing research is well suited to investigate such problems and test solutions, in a local context, following the methodology used in this study. Originality/value A disturbing escalation of the phenomenon of Islamophobia has emerged across the globe. This paper examines a fundamental issue in equity and prosperity, which is equal opportunity for employment. Using experimental design, the authors find that discrimination exists in hiring practices, which is a problem that social marketing is well equipped to address.

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The HIV/AIDS pandemic in Kenya: an investigation into the perceptions of Kenyans toward people living with HIV/AIDS and government programmes

Nyaga

2020

African Journal of AIDS Research

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Advocating social marketing as ultimate weapon to fighting HIV/AIDS propagation, and related discrimination and stigmatisation

Cited by 3 publications

References 17 publications

The impact of market segmentation and social marketing on uptake of preventive programmes: the example of voluntary medical male circumcision. A literature review

The impact of market segmentation and social marketing on uptake of preventive programmes: the example of voluntary medical male circumcision. A literature review

The best person for the job is the most qualified, right? An experimental study about Islamophobia in hiring practices

The HIV/AIDS pandemic in Kenya: an investigation into the perceptions of Kenyans toward people living with HIV/AIDS and government programmes

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