Mueller WH, Toeppich J, Christiansen G; International Conference on AIDS.
Int Conf AIDS. 2000 Jul 9-14; 13: abstract no. ThPeD5709.
W.H. Mueller, Federal Centre For Health Education / BZGA, PO Box 910152, 51070 Cologne, Germany, Tel.: +49 221 899 23 46, Fax: +49 221 899 23 81, E-mail: mueller@bzga.de
Issue: New communication channels for the public STD-prevention campaign in Germany (conducted by the Federal Centre for Health Education, FCHE) were implemented with large format "join in"-posters with various motives in the same formal visual pattern since 1995, reacting to declining presence of and alertness to "established" media in the population. Evaluation showed wide reach (more than 75% of the population) and broad acceptance of the explicit condom-posters. Intense, positive population-feedback to the motifs was received. Project: A "join in" creative competition was run parallel to the nationwide yearly poster campaign over 4 months. Participants could design their personal motif(s) using a matrix and given elements (e.g. condoms of different sizes/colours) and create their own headline(s) along with individual grafic elements. The designs were judged, attractive prizes given. The competition combined mass media and personal communication means, cooperation with commercial and non-commercial partners, the Internet, exhibitions and other FCHE-campaign components and PR activities. Results: The response to the creative competition by far exceeded all expert predictions. More than 41,000 designs were received. 1/2 million visits to the website (20% downloading the 1.4 MB creative tool) were counted. The overwhelming feedback showed widespread, intense engagement with and acceptance of this innovative, interactive STD-prevention projekt by the targeted individuals and groups. The partners' calculable contributions to the competition were comparable to the FCHE's own financial input, resulting in a very good cost-effect-ratio. Conclusion: The national "join in" competition effectively reached the target population of young people and intensively triggered personal involvement. The (1) generation of attractive, attention-drawing "join in" motives (to be exploited in the future campaign), and (2) the acquirement of dedicated co-operation partners are of immense strategic value for the future AIDS-preventive communication needs. The Internet proved to be an effective educational and communication tool. The concept is flexible and adaptable to other campaigns.
Publication Types:
Keywords:
- Acquired Immunodeficiency Syndrome
- Advertising as Topic
- Communication
- Condoms
- Evaluation Studies
- Germany
- Health Education
- Mass Media
- Population
- education
Other ID:
UI: 102242333
From Meeting Abstracts