research conducted by… dr. ruth massingill sam houston state university (texas) teesside...
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Research conducted by… Dr. Ruth Massingill
Sam Houston State University (Texas)Teesside University (England)
As part of a larger project… …to examine HIV/AIDS social marketing campaigns in
Mexico, Uganda & USAOverall aim was to……understand which appeals and approaches are most
effective in motivating lifestyle changes to prevent HIV/AIDS infection and improve treatment results
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HIV/AIDS & Social Marketing
• 33+ million people living w/ HIV/AIDS (2010)• Infection rates on the rise among high-risk groups• 14,000 new infections DAILY• Behavioural problem, not a medical problem• Complacency driving decline in ‘safe sex’• Social marketing could be ‘social vaccine’• Must understand the AIDS landscape, marketing theory
& practice, and the evolving medical picture
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Knowledge & Perceptions Survey• Purpose: Gather baseline info establishing
perceived knowledge level of a high-risk, high-interest downstream audience
• Method: Anonymous surveys with separate signed consent forms (English & Spanish)
• Place: Legacy Clinic in Houston (November 2009)• Sample selection: By consent and convenience• Sample size: 342 valid surveys collected over
four-day period (90+% participation)
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‘The 50,000 HIV/AIDS cases in Houston are not the result of cognitive information deficits—the problem is high-risk behaviours. People with HIV are the medical equivalent of skydivers; they are risk-takers and thrill seekers.’
—Paul Simmons, directorCenter for AIDS
Information & Advocacy, Houston
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Demographics
• 66% (identified themselves as) male• 42% heterosexual, 38% homosexual, and 10%
bisexual• 37% white, 36% black, 16% Hispanic, 11% other• 31% aged 37-47, 26% were 26-36, 23% were 48-
58, 16% were 18-25• 48% high school graduates and 33% college
graduates• 31% HIV-negative, 54% HIV-positive
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Data Analysis
• Analysed first in terms of simple descriptives• Followed by cross tabs to determine significant
associations (Pearson’s chi-square test)• Responses to statements divided into groups and
tested for reliability
This paper focuses on findings and conclusions from initial analysis.
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Responses to Q1
From which of these sources
have you learned about HIV/AIDS in the past 4-5
years?
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Q1 (cont)
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Responses to Q2Rate each of
these sources of HIV/AIDS information
according to how credible
(believable) they have been
in your experience.
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Q2 (cont)
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Responses to Q3Please check the response that best represents how
you feel about these statements.
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Q3 (cont)
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Q3 (cont)
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Responses to Q4
Mark all of these HIV/AIDS treatments you have heard of.
Based on your experience, mark all treatments you think can be effective in treating HIV/AIDS.
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Survey Findings: Info Sources
Most popular sources 1. Television
2. Magazines
3. Family/friends (48%)
4. OR Newspapers (48%)
5. Radio
6. Books
Most credible sources1. Medical websites
2. OR Conventional MDs (both 57%)
3. Television
4. Books
5. HIV/AIDS websites
6. Magazines
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Survey Findings: Info Sources
Least popular sources
1. Alternative MDs
2. Social media
3. Emails
4. Blogs/online bulletin boards
5. Religious organisations
6. E-newsletters
Least credible sources1. Social media
2. Fellow workers
3. Religious organisations
4. Emails
5. Family/friends
6. Blogs/online bulletin boards
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Survey Reaction Interviews
• Conventional doctor: ‘Abstinence programs are not working and drug cocktails don’t work for all.’
• Advocate: ‘HIV-positive people are fatigued: they have technology mediated sex lives and they are tired of that. ’
• Alternative doctor: Survey participants ‘incredibly ignorant about treatments available and their effectiveness.’
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Conclusions
• Traditional media sources still important and credible
• Social media least credible• Alarming number of knowledge gaps regarding
HIV/AIDS prevention, treatment and global trends.
• Lack of information about medical facts• Statistical assessment indicates HIV-positive
group needs info on HIV treatment options
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Survey Comments‘It’s sad we have gotten comfortable with these diseases. To
really educate yourself, you have to make an effort.’
—Bisexual man, HIV-positive
‘Taking this survey made me realize how much I don’t know
about HIV/AIDS .’
—Straight woman, HIV-negative
‘Knowledge is power!’
—Gay man, HIV-positive
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Future Work
• Most research has focused on how HIV/AIDs prevention programmes are working—little done regarding treatment options
• Opportunities to implement a customised transdisciplinary marcon model at Houston clinics
• Include conventional and alternative information about treatment choices
• Holistic research touches many disciplines: many publishing/presentation possibilities
• Survey could be replicated with other groups