PUBLIC RELATIONS
Written by Nur Batrisyia, Farah Hana & Farah Nabila
Organisation: East Meets West
Topic: Raising awareness and educating college/university students about the dangers of sexually-transmitted diseases & promoting sexual health and safety
Target audience: College/university students of all genders, between the ages of 15-25
FIRST STEP: INFORMATION GATHERING
Demographics
The majority of young adults worldwide are sexually active and engage in high levels of unprotected sexual activity as early as the age of 15.
_0-375x250.jpg)
(Photo credit: http://rhrealitycheck.org/article/2011/09/27/survey-finds-young-people-around-globe-using-contraception/)
Psychographics
Sexual health and safety are often taken into minor consideration by young adults due to several reasons relating to values, attitudes and lifestyle;
Sexual health and safety are often taken into minor consideration by young adults due to several reasons relating to values, attitudes and lifestyle;
- Ignorance
- Peer pressure
- Embarrassment
- False misconception
- Communication failure
- Under the influence of alcohol and/or drugs
- Aversion to the sensation of condoms
- Discomfort of contraceptive pills
- Lack of knowledge about sexual health
- Not receiving proper sex education
- Lack access to/information about contraception
- Desire towards a natural, intimate and spontaneous sexual activity
Media Consumption Habits
The media impacts sexual behaviour and practices through the sexually explicit materials exposed in;
Photo credit: http://www.themediabriefing.com/article/media-s-big-divide-what-we-know-about-digital-first-audiences
The media impacts sexual behaviour and practices through the sexually explicit materials exposed in;
- Music (explicit language)
- Movies (sexual scenes)
- Television (sexual scenes)
- Social media (images & GIFs)
- Internet pornography (websites & Usenets)
Thoughts & Awareness
Thoughts and awareness about the issue among young adults are largely negative;
Thoughts and awareness about the issue among young adults are largely negative;
- Underestimates sexual health risks
- Counting on luck and prayers as protective factors
- Unaware of the many transmissions of HIV/AIDS
- Believes HIV/AIDS are manageable chronic diseases
- Neglects death possibilities from sexually-transmitted diseases
- Focuses on potential negative effects of contraceptive pills
- Assumes contraception are associated with pregnancy prevention as opposed to death prevention
- Believes the withdrawal/pull-out method reduces sexually-transmitted diseases and pregnancy
- Argues intimacy reduces sexually-transmitted diseases and pregnancy
Problems to be Solved
- Educating and spreading awareness about sexual health risks
- Changing the mind set of young adults
SECOND STEP: PLANNING
Strategic Plans
Long term achievements:
Long term achievements:
- To raise awareness about the dangers of sexually-transmitted diseases as well as promoting sexual health and safety
- To uplift maturity and critical thinking skills about sexual decision making in young adults
- To reduce the cases of young adults with sexually-transmitted diseases
Tactical Plans
Short term achievements:
Short term achievements:
- Approaching various forms of social media
- Demanding proper age restrictions in the media
Management by Objectives
- Reach and virality
- Performance measures
THIRD STEP: COMMUNICATION
Key Messages
- Safe sex
- Take responsibility
- Respect and protect yourself
Social Media Platform
- Facebook - all online content
- Twitter - sharing news regarding sexual health matters, providing 24/7 customer service & promoting #safesex
- Instagram - visual content (captivating imagery & brief messages)
- YouTube - video content (social experiments, advertisements, partnerships with well-known YouTubers)
- Vine - six seconds film competition promoting #safesex
The Grand Plan
- Approaching various forms of social media
- Launching inspirational programmes with HIV/AIDS patients
- Contributing sex education on school grounds and giving out contraception in colleges/universities
- Presenting in TEDTalk (Technology, Entertainment, Design) global conference set to raise awareness and stir curiosity
- Collaborating with advertising agencies to create interesting and humorous advertisements relating to sexual health in colleges/universities
FINAL STEP: EVALUATION
Determining the possibility of success of the campaign
- Monitoring HIV/AIDS cases among young adults before and after the campaign
- Statistical surveying to compare, enhance and emerge the opposition
- Applying new and improved business practices
Benchmarks
- Detailed surveys of measures and practices
- Mutual understanding with the opposition
- Quality, efficiency and effectiveness
- Continuous observation
Results needed to prove effectiveness of the campaign
- Reach and virality
- The reduce of HIV/AIDS cases among young adults
- Maturity and critical thinking skills among young adults about sexual decision making
Source(s)
http://rhrealitycheck.org/article/2011/09/27/survey-finds-young-people-around-globe-using-contraception/
http://www.ncbi.nlm.nih.gov/pmc/articles/PMC3164843/http://www.medpagetoday.com/Psychiatry/GeneralPsychiatry/38677
Researcher: Nur Batrisyia
Editor: Averille Goh
About the Author
0 comments