Executive summary AIDS Concern is the first non-government charity organization committed to the service of AIDS care and established in 1990. The organization aims at stopping the spread of HIV and improving the living standards for people living with HIV. As a well established organization founded 29 years ago, AIDS Concern has built a huge network in the community with its experience in partnership with a variety of organization and companies. Meanwhile, there is low engagement rate and participation rate of AIDS Concern social media platforms and activities respectively. Moreover, many local people still hold a conservative attitude towards sex-related topics. With the limited support from the government and schools, AIDS Concern faces difficulty in delivering AIDS-related information to the local youths. The report begins with situation analysis, including background of AIDS Concern, SWOT analysis, competitors analysis and stakeholders analysis. In order to better understand the target audience’s awareness of AIDS and preference of AIDS-related promotion, an in-depth interview was conducted. Based on the research results, a problem and opportunities statement was developed. It is followed by the campaign theme (AIDSpedia), goals, and objectives as well as the target audience profiles. The campaign plan is explained with tactics, media plan, timeline, budget plan, evaluation and contingency plan. 1 Table of contents Executive summary P. 1 Situation analysis P. 3 -14 Research and discussion P. 15 - 20 Problem and opportunity statement P. 21 ​ ​ Campaign themes, goals, & objectives P. 22 ​ ​ Target audience profiles P. 23 - 24 ​ ​ Strategies P. 25 - 26 Creative tactics and executions P. 27 - 40 Media plan P. 41 Timeline for activities P. 41 Budget P. 42 Evaluation P. 43 - 44 Contingency plan P. 45 - 46 Conclusion P. 47 Reference P. 48 - 52 Appendix P. 53 - 69 ​ ​ 2 Situation analysis Background History AIDS Concern was established in 1990 as the first non-government charity organization committed to the service of AIDS care in Hong Kong. The founders were a group of volunteers from different backgrounds dedicated to stop the spread of HIV and to improve the living standards for people living with HIV. AIDS Concern strongly believes that the key to effectively stop the spread of HIV is establishing close communication with communities most vulnerable to transmission and exposure. Therefore, it provides different kind of services to target different parts of the community. It mainly targets the four main target audience, including youth community, gay community, men who are heterosexual and people living with HIV/AIDS (PLHIV). One of the biggest challenges to its mission is the social stigma and discrimination that people living with HIV face, which directly affects their quality of life. The discrimination from others would affects their mental health and their emotion may become more negative. Hence, it invests the resources into providing public health education and awareness programs to create a more supportive society by eliminating misunderstandings about HIV/AIDS. The Health Service ​ Centre was established in Jordan since 2008 which aims to bring better and more comprehensive services to the community. 3 Vision and mission The vision of AIDS Concern is to see Hong Kong with “Triple Zero”: ZERO new HIV infections, ZERO stigma for people living with HIV and ZERO AIDS deaths. The mission is lead social change by individuals, organizations and society to achieve “Triple Zero”, which to stop the spread of HIV/AIDS as well as to eliminate stigma for PLHIV. Service To achieve “Triple Zero”, AIDS Concern provides different services to support the public. First of all, it provides a variety of services to support people living with HIV(PLHIV) physically and emotionally. For emotional support, AIDS Concern organizes sharing workshops, seminars, ​ ​ monthly gathering and etc. For physical support, checkup visit services and “Ride Concern” are ​ provided for PLHIV staying in hospitals or living alone. There are also clinic escort and referral services for PLHIV not familiar with the clinic environment or for them with mobility problems. However, some other organizations are also providing the similar services, such as home visit and clinic escort service. For instance, Hong Kong AIDS Foundation even provides the immediate financial assistance to PLHIV with urgent need. The services of AIDS Concern are common and it seems to concern more with the mental support for the PLHIV. AIDS Concern believes that positive sexuality education inspires youth to self-reflect on their attitude towards sex and encourages them to positively deal with sexual health issues. At the 4 same time, it is also important to promote prevention methods towards HIV/AIDS for those gay as well as heterosexual men to prevent AIDS. For the other three main target audience, youth, gay and heterosexual men, AIDS Concern mainly educate them by workshops, online outreach, programs and etc. It has established different programs regularly for the public to join without fee. Moreover, they also have different activities for each target. Take the gay community as an example, AIDS Concern reaches out towards the local community actively, to bars and party venues. It distributes free sexual health supplies, like condoms. There are over 50,000 condoms distributed between 2017 and 2018. On the other hand, all of the AIDS organizations in Hong Kong, including Hong Kong AIDS Foundation, Red Ribbon Centre and AIDS Concern collaboratively provide the service voluntary HIV antigen & antibody test to the public who want to be known about their HIV status. The tests provided are free, anonymous and confidential. People can choose its own Health Service Centre or other locations where owned by the government and other organizations. There are also the mobile testing service which is sponsored by AIDS Trust Fund, so that people will be more convenient to have the test even they live in different district. Communication effort - online There are over 6000 likes of the Facebook page, however, there are only 20 likes, 1 share and comment on average per post. People’s engagement on AIDS Concern’s social media are very 5 low. In general, there are different contents on its Facebook, such as the information of events, posters and videos of promoting donation. Meanwhile, it has established Facebook pages for the four main target audience, including “POZ Life” for PLHIV, “Taapna” for youths, “men2men” for gay, and “Guts Army” for men who are heterosexual. Some of the Facebook pages have more likes but the followers have low engagement on all platforms. (For details, please see appendix 1.) AIDS Concern also established Instagram account since 2015 but there are less engagement. There are only 56 posts, 404 followers and 15 likes on average. The most of the contents are the photographs of events. However, most of the Instagram users are the youth and these contents are not related to them. Although AIDS Concern has been posting various promotion materials on the social networking sites, it is not effective enough to send message to the target audience when the engagement and awareness of its platforms are low. It also organized different campaigns to earn the social awareness and educate the positive sex education to the public, for example “Goddess Has SAY” / “No Condom No Sex” during the World AIDS Day in 2017, which has invited different female celebrities as ambassadors to educate the public that woman should learn to protect themselves. There were over one million social media reach, which has been the most successful campaign of AIDS Concern ever. 6 Recently, AIDS Concern tries to promote through the third party online platforms, for instance, it advertised a video about the usage of condom on Lifestyle of Apple Daily (Apply Daily, 2018). It also sent the news articles the local online newspaper to inform the public about the situation nowadays and to promote the correct sex education (HK01, 2018). Communication effort - offline AIDS Concern also did different offline promotion, which mainly ask for donation, promote anti-stigma towards AIDS and provide sexual education. For donation, there are the charity events, like movie screening, charity run walk, and etc. One of the biggest event held annually is the gala dinner. The participants could enjoy the entertainment as well as engage in the charity auction to support AIDS Concern. For promoting anti-stigma towards AIDS, there are the promotion on some special days, for example, promotion on PinkDot fun day, bar party on World AIDS day to arouse awareness. There was also art exhibition, which aims at delivering message “how to love” (AIDS Concern, 2018) in order to raise the awareness of loving the people that we are not familiar with and build an inclusive society hand in hand. For sexual education, it mostly organizes seminars on campuses in Hong Kong. For example, AIDS Concern collaborated with the Gender Studies Programme of the Chinese University of 7 Hong kong and held a seminar. A celebrity and a lecturer from the gender studies talked about sex and relationships with university students. Part B: SWOT analysis Strengths - AIDS Concern has sufficient resources to support the organization in providing various services to different target audience. Funding is significant for every organization especially for the non-government organization(NGO). AIDS Concern’s income mostly comes from public donations, the Hong Kong Government AIDS Trust Fund and corporate sponsors. According to its annual report, there were over HKD$140,000 of the net surplus for each year in 2017/18. (Please see Appendix 2.) - AIDS Concern was founded 29 years ago. It has built the huge network in the community as it has partnered with a variety of organization and companies for different activities, for example, Okamoto, the brand of condom. Therefore, AIDS Concern has an edge on finding sponsorships and inviting guests to engage in their promotions because of the huge network.