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- Title
Raising the Bar for HIV Awareness.
- Authors
Niebel, Kelly; Davidson, Ellyn
- Abstract
The article focuses on a campaign for identifying and awaring HIV positive primary audiences such as African-Americans launched by Brogan & Partners Convergence Marketing, an advertising agency, and the Michigan Department of Community Health (MDCH) in June 2012. It reveals the aim of the campaign which was to boost confidence in the patients and motivate them for living a vibrant life with HIV. The campaign began with the qualitative research on the patients' mindset after which they were provided experts' help accordingly. It further states that the campaign was a success and the target audiences showed their interest towards it.
- Subjects
MICHIGAN; AWARENESS advertising; HIV infections; MICHIGAN. Dept. of Community Health; BROGAN &; Partners Convergence Marketing (Company); AFRICAN American HIV-positive persons; QUALITATIVE research
- Publication
Marketing Health Services, 2012, Vol 32, Issue 4, p5
- ISSN
1094-1304
- Publication type
Article