About AIDSMark > Strategies

Key Strategies

How we accomplish our mission:

• Comprehensive ABC Approach
• Social Marketing
• Research-Driven Results
• Tested Tools for Behavior Change

Comprehensive ABC Approach
AIDSMark interventions reinforce the comprehensive "ABC" approach to HIV/AIDS prevention – Abstinence for those who are non-sexually active, and mutual fidelity between tested partners (Being Faithful) and correct and consistent Condom use among the sexually active. These evidence-based strategies for protecting against sexually-transmitted infections, HIV and unintended pregnancies respond to the different risks associated with different life situations. Promoting the three elements together to provides maximum protection to at-risk populations.

Social Marketing
Social marketing, which first emerged in the early 1970s, uses commercial marketing techniques to plan, implement and promote programs, products and services to change health behavior. AIDSMark employs advertising, public relations, event promotion, and celebrity endorsements in the battle to prevent the spread of HIV/AIDS in the developing world. Positioned alongside behavioral messages are sophisticated campaigns to market products and services such as condoms, sexually transmitted infection (STI) kits and voluntary HIV counseling and testing (VCT). This social marketing approach promotes the use of specific products and services while simultaneously improving knowledge and normalizing healthier behaviors.

AIDSMark tests its behavioral messages and advertising campaigns as any brand manager would: through focus groups, surveys and sales data. Because the social "marketplace" is constantly changing, our work is continuously monitored and adjusted to reflect new realities for our target audiences.

Research-Driven Results
AIDSMark works closely with PSI’s Research Division in the planning, monitoring and evaluation of interventions. PSI and AIDSMark rely on formative research to design campaigns and interventions and use qualitative and quantitative methods to produce evidence that, when used by decision makers, results in bottom-line health impact. Through this collaboration, AIDSMark is able to tailor interventions and health messages to best meet the needs of the people we serve.

Tested Tools for Behavior Change
AIDSMark is dedicated to improving the quality and health impact of behavior change communication (BCC) programs. AIDSMark’s evidence-based BCC programs identify appropriate intervention areas, respond to target group needs and work with target groups to address barriers to safer behaviors. Using mass media and interpersonal communication (IPC) strategies, AIDSMark seeds its messages at the places people gather, amid the entertainment they enjoy and among the leaders they trust.