SOCIAL MARKETING AS AN HIV/AIDS COMMUNICATION TOOL: A CASE STUDY OF THE STOP AIDS, LOVE L IFE CAMPAIGN BY THE GHANA SOCIAL MARKETING FOUNDATION (GSMF)

ABSTRACT

This work sought to find out whether social marketing works as an HIV/AIDS

communication tool. Theories in social marketing were therefore used to assess the

impact of the Stop AIDS, Love Life campaign. Previous campaigns in some third world

countries also provided examples of the use of social marketing principles in HIV/AIDS

campaigns. The Stop AIDS, Love Life campaign was compared to these campaigns to

identify similarities and differences and to assess the impact of the Ghanaian experience.

The case study methodology was used.

Analyses of data showed that like the other social marketing campaigns, the Stop AIDS,

Love Life campaign used development, implementation, and evaluation techniques in

social marketing for relative successes and failures. Condom usage in Ghana, for

instance, increased by 200% a year after the inception of the campaign although the

campaign failed to get young adults to abstain and delay sex.

Discussions of the findings proved that the campaign was successful in creating

awareness about HIV/AIDS through television, radio and posters. However, participatory

communication channels were less used and less popular and this led to failure to meet

some campaign objectives. Recommendations were made for the use of more

participatory communication channels synonymous with traditional African systems and

the need for the avoidance of situations where Western communication policies were

implemented in Africa without taking cognizance of the needs of the people and their

peculiar situation.

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