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

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Case Studies on Social Marketing

Part of the book series: Management for Professionals ((MANAGPROF))

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.

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Acknowledgements

Beatriz Casais was the social marketing manager of the Portuguese National AIDS Coordination during the period the case respects to. João F. Proença gratefully acknowledges financial support from FCT-Fundação para a Ciência e Tecnologia (Portugal), national funding through research grant UID/SOC/04521/2013. Henrique Barros was the Portuguese National AIDS Coordinator during the period the case respects to.

Author information

Authors and Affiliations

  1. University of Minho, School of Economics and Management, Braga, Portugal

    Beatriz Casais

  2. Polytechnic Institute of Cávado and Ave, Barcelos, Portugal

    Beatriz Casais

  3. IPAM Porto – Universidade Europeia, Porto, Portugal

    Beatriz Casais

  4. Faculty of Economics, University of Porto, Porto, Portugal

    João F. Proença

  5. ADVANCE/CSG, ISEG, University of Lisbon, Lisbon, Portugal

    João F. Proença

  6. Institute of Public Health, University of Porto, Porto, Portugal

    Henrique Barros

Authors
  1. Beatriz Casais
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  2. João F. Proença
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  3. Henrique Barros
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Corresponding author

Correspondence to Beatriz Casais .

Editor information

Editors and Affiliations

  1. University of Extremadura, Badajoz, Spain

    M. Mercedes Galan-Ladero

  2. Department of Business and Economic, University of Beira Interior, Covilhã, Portugal

    Helena M. Alves

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Casais, B., Proença, J.F., Barros, H. (2019). Social Marketing Applied to HIV/AIDS Prevention: The Case of a Five-Year Governmental Response in Portugal. In: Galan-Ladero, M.M., Alves, H.M. (eds) Case Studies on Social Marketing. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-030-04843-3_8

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