Evaluation of 1991 National Gay/Bisexual Campaign.
| Category : | HIV/AIDS - Gay Men |
| Research Date : | Tuesday, January 1, 1991 |
| Description : | An evaluation of the National Gay and Bisexual HIV/AIDS programme (1991). |
| Abstract : | The programme comprised of five print ads distibuted in both gay venues and to the gay press. Also included were three radio ads played on FM and public broadcasting radio stations. A pamphlet, and a small number of regionally based supplementary activities carried out by State/Territory AIDS councils. Recognition rates were high in the sample. 85% recalled seeing at least one of the messages. Message exposure was positively correlated with increased knowledge about safe sex practices. Overall, the campaign was successful as measured by reach, recall, recognition and comprehension...the dual placement strategy of print advertisments was successful and should be maintained in future campaigns. |
| Location : | Convenience Advertising (Ireland) |
