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Health Communication

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Tim Whitehead

on 15 March 2016

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Transcript of Health Communication

To what extent does the Live HIV Neutral campaign adhere to Corcoran's model of what constitutes a good health campaign?
1980s Headlines
Corcoran's model for what constitutes a good health campaign
The Stigma Project
Don't be backwards in your thinking
Don't be ashamed
Don't criminalise

A grassroots organisation.
The charity seeks to create a HIV neutral world and reduce infection rates.
Strong focus on informing through the use of social media.
"84% of youth, age 18-34 can be reached through social media. This is the age group in which there is the highest rate of HIV transmission." (Mcpherson, 2012)

Positive and Negative symbol worked into the slogan
Use of an iconic character from a popular film
'1984' reflects the era in which the media stigmatized HIV
Black and white imagery
Collective pronoun "we're"
Offer image
Reached 361,901 users on Facebook upon launch (HIV Plus magazine)
Demonisation of gay men and ethnic minorities
HIV/AIDs is a death sentence
Focus on the threat posed to white people with 'responsible jobs'
Othering and isolation of those with HIV/AIDs
Corcoran (2007)
Widespread reach
Repeated exposure
Innovative messages
Tailor[ing] for specific social groups
'One television advertisement aired in a prime spot on Saturday night can reach 10 million viewers at relatively little cost per head'
Imperative sentence in capitals, the order of sentence
Single first person pronoun
FACT: 'alone' & 'never'
Two males presented kissing
Black, white and red
Specific lexis in white: 'SCRATCHING' 'SPITTING' 'NO RISK'
Imperatives: 'KNOW HIV'
'NOT GUILTY' alongside prisoner image: accusative
Representation of a first-person account
Arguing that Live HIV Neutral does adhere to Corcoran's framework for what makes a good health campaign

A look at Corcoran's model

Brief overview of headlines from 1980s

Live HIV Neutral campaign + posters


Massive change in the way HIV is presented in the media since the 1980s

Aims to end stigma through widespread posters

Move away from scare tactics

Move towards acceptance and expression

No longer a death sentence

Live HIV Neutral campaign successfully adheres to Corcoran's model
Ballantyne, A. (1988). Men 'hide aids signs from GPs'.
The Guardian (1959-2003)
http://ezproxy.nottingham.ac.uk/login?qurl=?url=http://search.proquest.com/docview/186922171?accountid=8018 [Accessed 26 February 2016]

Ballantyne, A. (1989). Babies face mass tests in aids fight.
The Guardian (1959-2003)
http://ezproxy.nottingham.ac.uk/login?qurl=?url=http://search.proquest.com/docview/186996948?accountid=8018 [Accessed 26 February 2016]

Corcoran, N. (2007).
Communicating Health: Strategies for Health Promotion.
London: Sage Publications.

HIV Plus Magazine Online (2014) http://www.hivplusmag.com/stigma/2014/04/08/20-proven-ways-get-young-people-talk-hiv

The Stigma Project website:

Fighting Stigma With Flair (2012) http://www.positivelite.com/component/zoo/item/fighting-stigma-with-flair

Fighting HIV Stigma With Positive Neutrality (2012) http://www.advocate.com/health/2012/10/25/fighting-hiv-stigma-positive-neutrality

Ryan, M. (1988). Women at risk.
The Guardian (1959-2003)
http://ezproxy.nottingham.ac.uk/login?qurl=?url=http://search.proquest.com/docview/186915071?accountid=8018 [Accessed 26 February 2016]

Does the campaign fit Corcoran's model?
Widespread reach
Repeated exposure
Innovative messages
Tailoring for specific social group
(Corcoran, 2007)

Live HIV Neutral campaign launched in 2012 and aimed to neutralise stigma by employing:

social media for promotion.
bold graphics and design aesthetics.
accurate language regarding HIV

Live HIV Neutral
(Ballantyne, 1988)
(Ballantyne, 1989)
(Ryan, 1988)

2012 - 3,000 Facebook Likes.
1st March 2016 - 24,430 Facebook Likes.
8th March 2016 - 24,527 Facebook Likes.
"More than 3 million people around the world have seen at least one of its images." HIV Plus Magazine (2014)
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