I watched this video on a TEDx meeting when I was in college and it influenced my opinion towards health communication a lot. I think that it set a perfect example about how to do effective health communication thought lacking external validity.
Firstly, the campaign employed the whole IMC idea and achieved extreme success. It encouraged vendors to bring condoms to buyers when they bought something, even in water markets. It required teachers to educate students about knowledge regrading AIDS. It seeked help from religion, which exerted strong influence on Thai. It built micro-credit to encourage more women to be involved. It cooperated with Coke to deliver condoms. It asked the help of government to train all media in HIV. From my perspective, this strong combination of direct communication, out- of mouth communication as well as mass communication precisely caught every possible contact between people and the AIDS knowledge.
Secondly, the tools the campaign harnessed was vivid and affable. It made a symbol of the campaign, which was "Mr. Condom". It designed funny t-shirts with " In rubber we trust" on them. It designed key-chains which contained condom inside. Also it organized some interesting activities such as "cops and rubbers","coffee&condom". In the end, everyone in thailand was involved. The statistics also showed this: from 1991-2003, HIV infection rate declined by 90% and 7.7 million lives were saved.
Another point I wanna mention is that this campaign wasn't organized by government, or official organizations, but from a group who concerns about the health of the country. The structure of campaign is from bottom to the top. And i still remember the topic of that TEDx meeting, which is individual can change the world, no matter as a leader or as a participant. When we work together, we can make a change. I think this point means a lot to health communication too.
No comments:
Post a Comment