EconPapers    
Economics at your fingertips  
 

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

Beatriz Casais (), João F. Proença () and Henrique Barros ()
Additional contact information
Beatriz Casais: University of Minho, School of Economics and Management
João F. Proença: University of Porto
Henrique Barros: University of Porto

A chapter in Case Studies on Social Marketing, 2019, pp 85-100 from Springer

Abstract: 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.

Keywords: Public health; Health promotion; Public policy; Social marketing; HIV/AIDS prevention (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-030-04843-3_8

Ordering information: This item can be ordered from
http://www.springer.com/9783030048433

DOI: 10.1007/978-3-030-04843-3_8

Access Statistics for this chapter

More chapters in Management for Professionals from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().

 
Page updated 2025-04-01
Handle: RePEc:spr:mgmchp:978-3-030-04843-3_8