Social marketing and effective HIV/AIDS campaigns: case study of Afrikagrupperna

Abstract: Social marketing is a core tool when aiming for change in social behavior.
Contrary to business marketers, social marketers strive to serve the target
market without personal profit. During the past decade, there has been a
rapid increase in the number of nonprofit organizations – a group which
frequently utilize social marketing in their mission to assist in the
general betterment of society. HIV/AIDS is one of the greatest threats
against public health and development in Africa, and the virus is advancing
into becoming a larger catastrophe than drought, war, famine and malaria.
Since there is currently no cure for HIV/AIDS, the only weapons available in
the battle against the pandemic are preventative information and education.

The purpose of this study is to gain a better understanding of how nonprofit
organizations utilize social marketing to promote HIV/AIDS prevention
programs. A case study of the Swedish nonprofit organization Afrikagrupperna
has been conducted. The findings suggest that cultural sensitivity is vital
in order to successfully adapt a preventative message. Peer education is the
most effective way of transcending preventative HIV/AIDS messages and
partnerships are fundamental in order to establish efficient social
marketing programs. Ignorance regarding sex education and unequal sex roles
permeates all preventative activities in Southern Africa.