HIV/AIDS Prevention in Uganda : a Success Story

Abstract: The purpose of this essay was to examine which marketing tools have contributed to Uganda’s accomplishments in the prevention of HIV and AIDS. We wanted to investigate whether or not marketing as a phenomenon actually can contribute to a better good, and how it is possible with non-profit marketing, where there are no goals of making financial profits, to reach out with proper knowledge to an entire population. We chose to work within qualitative methods, and we have carried out our research by performing several open interviews with people who work with the difficulties of HIV/AIDS in Uganda. We also conducted a number of interviews with the citizens of Kampala, capital of Uganda, to get a different perspective of the marketing of HIV/AIDS. Our theoretical framework consists of two main headlines, which are Marketing to Change Behaviours and Communication Tools. Under the first heading we discuss how it is possible to make people change certain behaviours, and what ways in carrying out the information will make people take action. Under the second headline, we explore the different tools that can be used to market a non-profit message for implementing behavioural change. In the empirical data, we are presenting the voices of our interviewees, using the same two main headlines as in the theoretical framework. The discussion question if there has been any change in the behaviour regarding HIV and AIDS amongst the Ugandan population, and how to proceed to encourage behavioural change. The other central discussion concerns the tools used in the prevention of HIV/AIDS in Uganda, to be able to decrease the number of new infections. In our analysis, we are discussing around the different marketing tools that have been used in the successful prevention against HIV and AIDS in Uganda and which have been more or less efficient. This discussion is completed in a conclusion, where we confine the main marketing tools that have been the key factors in the prevention information of HIV/AIDS. We are finally giving our recommendations about what tools we consider Uganda can implement to perform better in order for the disease to decrease even more.