Marketing Essay on sti’s and Australian youth
Social Marketing and Sustainability
PART 1: Background, Target Audience and Goals (5 marks)
This is a problem because there is a strong amount of apathy towards STI’s from sexually active youths with incidence of STI’S remaining high around the world despite cultural changes and advances in contraception. (Shafer, Mosciki,2006) The cost to the community of this problem continuing is an uncontrolled pandemic of STI’s that can result in severe illness and in some cases death.
This is a problem because it can lead to uncontrolled spread of diseases, increased death rate, a large economic cost and stress on the Australian health system.
Many campaigns aimed at preventing the spread of STI’s among sexually active youths have used fear as a tool to change behaviour towards safe-sex but this has not worked because youths believe they are invincible and thus a fresh approach is needed.
The 1987 aids “Grim Reaper” was once such campaigned that used fear to get its message of safe sex across to its audience with a grim reaper depicted as playing ten pin bowling with people’s lives.
Target market is Australian High School students aged between thirteen to eighteen years of age. Although parents may be uncomfortable with it a large percentage of cases of STI’s is reported to be found in Australian youths. (Australian Government Department of Health and ageing, 2009) “In 2009, 62, 680 chlamydia cases were reported, with about 80% of these being among young people aged 15 – 29 years.”
My campaign objectives are to encourage awareness of STI’s and promote safe-sex among sexually active youths with contraception such as condoms considered one of the most effective ways to reduce the spread of STI’s.(Cartes, Steiner, 2002) My goal will be to have a campaign that will be taken up by all state high schools.
The campaign aims to change unsafe sex practices amongst Australian youths towards a safe-sex culture. Some of the knowledge and beliefs we are trying to change come from misconceptions such as not understanding that unplanned pregnancy is not the only negative result possible from unsafe-sex and that there are many sexually transmitted infections that can cause great damage to the health of individuals.
Specific behaviours are identified –
The behaviour change is Measurable – Reduce the spread of STI’s among Australian Youths by ten percent by encouraging Australian Youths to practice safe-sex.
Reduction in rates of STI’s among Australian Youths and an increase in youths surveyed practicing safe-sex.
Targetting high school aged Australian youths because early prevention is found to be the best method.
Time bound –
The campaign will be evaluated at the end of the financial year in June 2018
PART 2: Barriers, Competition & Influential Others (5 marks)
Barriers my target audience may have to adapting to safe-sex practices may include apathy towards safe-sex and limited access to condoms due to financial reasons. .
The key benefits that Australian Youths will receive are primarily health and well being but the benefits to the community are primarily economic with the cost of medical attention for the treatment of STI’s can be a burdensome on the taxpayers and health system.
2.4 Discuss the competing alternative behaviours.
Australian youths associate safe-sex with limited sexual pleasure during intercourse from wearing a condom.
The influential others are the catholic church who still opposes the use of condoms and proposes chastity although research suggests that abstinence only forms of sexual health education are ineffective. (Ott, Santelli, 2007)
PART 3: Positioning and Marketing Strategies (15 marks)
3.1 Positioning Statement
We want sexually active youth in Australia to see safe sex as a way in which they can intelligently have fun and as more important and beneficial than unsafe sex.
3.2 Product design and platform
The core product being offered is a message of safe sex to Australian youths in high school. The actual product being offered is a seminar and interactive website with augmented products being condoms distributed to high school aged youths in Australia.
3.3 Price target audience.
The monetary incentives for Australian youths is the avoidance of expensive health related costs such as the diagnosis and treatment of STI’s. The disincentives for Australian youths to practice safe-sex in monetary terms are the upfront costs for contraception.
Where Australian youths are likely to engage in sexual intercourse is varied and thus a particular place to implement the message of the importance of safe sex can not be document for the entire study group.
In terms of assistance with the implementation of the campaign to Australian youths from the distribution channel it is hoped that the campaign would be entirely government funded as part of health promotion.
The communication strategy has three stages:As the preliminary stage, the development of an interactive website for high school aged girls and boys. This would serve to promote the message of safe-sex. This would lead onto a second phase, the increase of engagement through a seminar style event held at public and private high schools across the country. Phase three is the continued maintenance of media, particularly utilising social networking avenues such as Facebook, Youtube and Twitter to promote the safe-sex message to sexually active Australian youths.