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Creating an Effective HIV Marketing Campaign

Creating an Effective HIV Marketing Campaign. By team YEAH . Empowering young Australians to prevent the spread of HIV and other STIs through leadership and participation. How: Agents of YEAH Program Red Aware Campaign Art and Music e.g. Groovin the Moo. What it means to be RED AWARE.

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Creating an Effective HIV Marketing Campaign

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  1. Creating an Effective HIV Marketing Campaign By team YEAH

  2. Empowering young Australians to prevent the spread of HIV and other STIs through leadership and participation

  3. How: • Agents of YEAH Program • Red Aware Campaign • Art and Music e.g. Groovin the Moo

  4. What it means to be RED AWARE

  5. Think Red: Think about your sexual health and get informed Talk Red: Start a conversation about sexual health Act Red: Take positive action to prevent the spread of HIV and other STIs

  6. Young people trained as HIV and Sexual Health peer educators

  7. Representing YEAH in Local Communities ‘I got a big kick out of educating so many people about sexual health. It was especially rewarding debunking some of the myths they have heard about HIV, AIDS and other sexual infections’ Peer Educator Brisbane, 19 Male

  8. ‘It was a great experience I felt privileged. My favourite part was knowing I educated (even slightly in some cases) some of Townsville’s youth on safe sex’. Peer Educator Melbourne, 20 Female

  9. Darwin Agents Townsville Agents We Safe Sex Brisbane Agents Perth Agents Newcastle Agents Adelaide Agents Canberra Agents Melbourne Agents

  10. 2013 GROOVIN’ THE MOO DATES,VENUES & ATTENDANCE: NSW: Saturday 27th April, Maitland Showgrounds, 17,500ACT: Sunday 28th April, University of Canberra, Attendance 16,000VIC: Saturday 4th May, Bendigo’s Prince of Wales Showground 17,000QLD: Sunday 5th May, Murray’s Sports Complex, Townsville 16,000WA: Saturday 11th May, Hay Park, Bunbury 17,500 2013 GTM ATTENDANCE TOTAL: 84,000

  11. 22% of the respondents said they chatted with YEAH's Peer Educators across the five GTM events, which is equivalent to approximately 18,500 patrons having had a conversation with one of YEAH's peer educators. Of those who said they chatted with one of YEAH's peer educators, 70% said they learnt something new about sexual health, which is equivalent to approximately 12,600 young people who learnt something new about sexual health because of YEAH's presence at GTM in 2013. This proves just how effective and important it is to have trained sexual health peer educators delivering engaging and interactive peer education activities at large scale music festivals such as GTM.

  12. “There was an overwhelmingly positive response by the general festival public, and far more people that I would have thought connected with the communication and events.” Volunteer from Canberra, 22 Male “The young people who approached us were genuinely interested in what we had to say, even if they disguised it with bravado. Being at a festival makes safe sex cool by association.” Agent of YEAH, from Adelaide, 23 Female

  13. Two social media posts promoting YEAH’s sexual health survey competition were made on each of GTM’s Facebook (over 120,000 fans) and Twitter (over 8,000 followers) pages. Student Edge also provided two Facebook posts to their 116,000 followers.For the first time YEAH branded the GTM Artists’ Signing Tent with the I Love Safe Sex message and encouraged young people to include a #RedAware or #GTM hashtags when sharing their artist photos on social media resulting in hundreds of photos with safe sex messages tagged by young people.

  14. 82% of patrons said they saw YEAH’s ‘I LOVE SAFE SEX’ message while hanging out at Groovin’ the Moo 2013.

  15. Thank you

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