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Evaluating the impact of the narrow cast marketing of 'Snake Condoms' to indigenous youth

Conference Paper


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Abstract


  • Originating in the Aboriginal community of Mildura, Victoria, the Snake Condom was first launched through collaboration between Marie Stopes Australia, the Victorian Aboriginal Community Controlled Health Organisation (VACCHO) and the Mildura Aboriginal Health Service. This paper presents results of a recent evaluation of the narrowcast component of this campaign. Overall, this evaluation reveals positive results regarding the effectiveness of the narrowcast component of the initiative and highlights the value of the inclusion of narrowcast promotion as part of a well developed social marketing campaign to address sensitive topics targeted at sub-groups of particular interest within the population.

Publication Date


  • 2008

Citation


  • Gregory, P., Phillipson, L., Barrie, J., Jones, S. C. & Validas, A. (2008). Evaluating the impact of the narrow cast marketing of ''Snake Condoms'' to indigenous youth. In D. Spanjaard, S. Denize & N. Sharma (Eds.), Australia and New Zealand Marketing Academy Conference (pp. 1-6). Sydney, Australia: Australian and New Zealand Marketing Academy.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=3207&context=hbspapers

Ro Metadata Url


  • http://ro.uow.edu.au/hbspapers/2154

Start Page


  • 1

End Page


  • 6

Place Of Publication


  • Sydney, Australia

Abstract


  • Originating in the Aboriginal community of Mildura, Victoria, the Snake Condom was first launched through collaboration between Marie Stopes Australia, the Victorian Aboriginal Community Controlled Health Organisation (VACCHO) and the Mildura Aboriginal Health Service. This paper presents results of a recent evaluation of the narrowcast component of this campaign. Overall, this evaluation reveals positive results regarding the effectiveness of the narrowcast component of the initiative and highlights the value of the inclusion of narrowcast promotion as part of a well developed social marketing campaign to address sensitive topics targeted at sub-groups of particular interest within the population.

Publication Date


  • 2008

Citation


  • Gregory, P., Phillipson, L., Barrie, J., Jones, S. C. & Validas, A. (2008). Evaluating the impact of the narrow cast marketing of ''Snake Condoms'' to indigenous youth. In D. Spanjaard, S. Denize & N. Sharma (Eds.), Australia and New Zealand Marketing Academy Conference (pp. 1-6). Sydney, Australia: Australian and New Zealand Marketing Academy.

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=3207&context=hbspapers

Ro Metadata Url


  • http://ro.uow.edu.au/hbspapers/2154

Start Page


  • 1

End Page


  • 6

Place Of Publication


  • Sydney, Australia