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Aids

In: Business and Management

Submitted By ZAHUR
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1. Problem Statement of the Case
The case is about to design an effective national AIDS awareness campaign for the people of Mexico which will create social awareness regarding AIDS prevention and treatment and also make social norms that will induce them to adopt AIDS preventive measures(Objective) so that they can save from Aids (Success Measures) even that they are infecting by Aids on a regular basis (Constraints).

2. Central Issue of the Case:
The central issues of the case are given in the following matrix:
Importance High Low
Urgency
High • Identify the potential target audience.
• Determine the appropriate communication program which will break the barriers to HIV/ AIDS social marketing in Mexico and will create awareness to them irrespective of their sex, literacy, and geographic location.
• Design an effective AIDS awareness message which is simple, believable, appealing and forceful to the target adults and will instigate public dialogue
• Determine whether to use only advertising tool or integrated marketing communications tools to reach most adults. • Establish social norms through the AIDS awareness program so that adults do not view AIDS as stigma, feel free to have open sex-discussion and get encouraged to become aware of AIDS and preventive measures as a part of their lives
Low • Identify the possible barriers in properly getting the message to the right people. • Create awareness regarding intravenous drug users.

3. Case Problems

• Language, cultural and religious barriers – Campaign needs to be designed in Spanish, & some major native languages in order to reach more target audiences. Catholic religious feeling towards the use of condoms as an invitation of depravity. Cultural view of Male value of machismo whereby men should be seen as invincible.
• Low literacy rate – Low literacy rate in the country would limit the...

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