In trying to get a better understanding of the "Big Picture" framework, I fell behind in my blogging, but I think I have a better idea of how to approach my project. I was feeling somewhat "paralyzed" (which is ironic since we've discussed how certain messages can have that effect on the audience, but i digress...) given the complexity of my topic and not quite sure how to best proceed. But I suppose any attempt is better than none. So I'll do some brainstorming and see where it takes me.
I wanted to get a sense of what other STD social marketing campaigns had done so I did what any other self respecting student would, I turned to google. I actually found some good information in reading various cases, and that helped in generating ideas for how to proceed with my plan.
One thing I wanted to revisit from last time was my source of volume. I think it'll be best to stimulate demand by promoting condom use. My rationale is to target adolescents who in theory have not had sex, so that when they do engage in the behavior, condom use will be considered an essential component. I think its easier to normalize condom use from the outset, where as in attempting to target adolescents who are already sexually active, there may be issues implementing the behavior due to issues of trust and power dynamics. Thus, just like children know to get in the car and automatically put on a seat belt, adolescents should know if you have sex, you should automatically put on a condom....and maybe that'll be the concept behind the messaging....
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I like this idea of making condoms the norm. You'll have to make them sexy, of course, which is kind of a good thing for practicality. I can see a corporation using your campaign to sell their product, which benefits both of you.
ReplyDeleteHowever, that will require that the condoms with the good experience attributes drop in price and increase in access. Good luck!