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close this book AIDS prevention through health promotion: Facing sensitive issues
close this folder PART 2 Approaching your audience: emotive appeal, tone, and setting of messages
View the document The role of qualitative research in AIDS prevention
View the document Media health campaigns: not just what you say, but the way you say it
View the document The Grim Reaper: Australia's first mass media AIDS education campaign
View the document One of our sons is missing: using theatre to confront sensitive issues

PART 2 Approaching your audience: emotive appeal, tone, and setting of messages

 

Part 1 discussed the emotional reactions of health workers to HIV infection and AIDS. The four articles in this second part focus on the community and target groups for health promotion, discussing how emotion may affect individuals' reactions.

William Smith and Mary Debus describe the thinking processes of a fictional woman called Marie, an 18-year-old prostitute in a large Latin American city. She hears a radio spot on AIDS as she prepares to go out, and her possible feelings, attitudes and responses are explored as they affect her decision on whether or not to pay attention to the message. This leads to a discussion of the kind of information that needs to be collected if health promotion is to be effective for women like Marie, and of how that information can be obtained.

Jon Baggaley examines health promotion programmes for the control of sexually transmitted diseases between the First and Second World Wars and the major lessons learnt. He reviews studies of health promotion for cancer control and the results of a study on AIDS that demonstrates how tone of voice, appeal to emotions, and wording can influence the effectiveness of health promotion messages communicated via the mass media.

Margaret Winn describes a health promotion campaign against AIDS developed in Australia, which used a frightening television advertisement of the scythe-bearing symbol of death knocking over human spittles. It was enormously successful in creating awareness about AIDS, but it also created a huge demand for information-mainly from low-risk groups-for which the health services were not prepared.

Michael Helquist and Godfrey Sealy give an account of a play about AIDS written and produced in the Caribbean area. The use of theatre provided an excellent context for the presentation and discussion of difficult issues and emotions.