HEA/AIDS Advertising: The Effective Use of Mass Media Advertising to Meet the Challenge of AIDS

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.