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Social Marketing Applied to HIV/AIDS Prevention: The Case of a Five-Year Governmental Response in Portugal

In: Case Studies on Social Marketing

Author

Listed:
  • Beatriz Casais

    (University of Minho, School of Economics and Management
    Polytechnic Institute of Cávado and Ave
    IPAM Porto – Universidade Europeia)

  • João F. Proença

    (University of Porto
    University of Lisbon)

  • Henrique Barros

    (University of Porto)

Abstract

HIV infection has been a concerning health issue prioritised by health governmental institutions that has required the development of public health policies with an integrated social marketing intervention in an upstream dimension. A behaviour change strategy should invest in segmented communication for priority targets, in partnership with multiple stakeholders. This case explores and discusses the integrated social marketing programme developed by the Portuguese Ministry of Health to prevent HIV/AIDS in the period 2006–2011 and its long-term evaluation in behaviour change, comparing data from 2005 and 2017. This case shows the initial diagnosis; the social marketing strategy developed for different targets in partnership with civil society organisations, following a variety of theoretical frameworks; and effectiveness evaluation in epidemic outcomes. A guide is provided with questions for discussion.

Suggested Citation

  • Beatriz Casais & João F. Proença & Henrique Barros, 2019. "Social Marketing Applied to HIV/AIDS Prevention: The Case of a Five-Year Governmental Response in Portugal," Management for Professionals, in: M. Mercedes Galan-Ladero & Helena M. Alves (ed.), Case Studies on Social Marketing, pages 85-100, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-030-04843-3_8
    DOI: 10.1007/978-3-030-04843-3_8
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