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Integrating Social Marketing Into Fijian HIV/AIDS Prevention Programs: Lessons From Systematic Review

Sewak, Aarti and Singh, Gurmeet (2016) Integrating Social Marketing Into Fijian HIV/AIDS Prevention Programs: Lessons From Systematic Review. Health Communication, NA . pp. 1-9. ISSN 1041-0236

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    Abstract

    Social marketing techniques have been tested and proven useful within the health sector worldwide. In Fiji, social marketing was introduced in the early 1990s, and more rapidly during the last decade to improve national response to an increasing incidence of sexually transmitted infections (STIs) such as human immunodeficiency virus (HIV) and acquired immune deficiency syndrome (AIDS). Given the limited amount of research in the area of program evaluation in Pacific Island Countries and Territories (PICTs), this study systematically analyzes five Fijian HIV/AIDS prevention programs through Andreasen’s benchmark criteria, in order to identify gaps in program design that ultimately impact program effectiveness. Assessment results unveil some interesting trends regarding the focus and applications of past Fijian HIV/AIDS prevention programs in the past decade. This article discusses these findings and other valuable lessons for future HIV/AIDS prevention strategies in Fiji and elsewhere.

    Item Type: Journal Article
    Subjects: H Social Sciences > H Social Sciences (General)
    Divisions: Faculty of Business and Economics (FBE) > School of Management and Public Administration
    Depositing User: Gurmeet Singh
    Date Deposited: 18 May 2016 15:10
    Last Modified: 18 May 2016 15:10
    URI: http://repository.usp.ac.fj/id/eprint/8890
    UNSPECIFIED

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