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  • Title: Time to act: crossing borders in global AIDS prevention.
    Author: Convisser J, Thuermer K.
    Journal: AIDSlink; 1993; ():1, 3. PubMed ID: 12345786.
    Abstract:
    After 9 months of market research and collaboration among local health officials, businesses, politicians, and teenagers, Population Services International (PSI) launched Project ACTION in Portland, Oregon on December 1, 1992. It is the first PSI project in the United States concerned with prevention of human immunodeficiency virus (HIV) and acquired immunodeficiency syndrome (AIDS) in American youth. PSI has conducted 23 projects worldwide over the last 20 years that were based on social marketing (the utilization of commercial marketing techniques to promote healthy behavior). The objective of the project is promotion of safe sex practices, especially the use of condoms, among sexually active youth, aged 12-21. The Mass Media and Condom Social Marketing project of PSI in Zaire was used as a model for Project ACTION. Techniques used include mass marketing campaigns, point of purchase promotion, improvement of access to key products among target populations, and adjustment of purchase price to create a market. The target populations include adolescents who use drugs, are involved with the juvenile justice system, are pregnant, have a problem home environment, are homeless or live on the street, are chronically absent from school, or have a history of sexually transmitted disease.
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