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.

Weaknesses

- There is low engagement on the social media platform of AIDS Concern. Most of the people nowadays search and gain the information online. It is important to manage its social networking sites well, so that the message will be delivered successfully. However, the low engagement

8 shows that their communication is not effective enough, which is difficult to promote the message to the public.

- The public’s participation rate of AIDS Concern activities is low. From 2017 to 2018, there are only 1458 of participants for different workshops in total. The limited amount of participants infer that its current activities are unable to bring a large impact to the society. According to the in-depth interview, people are not interested in any activities by AIDS Concern because they do not know this organization. Therefore, it is suggested that the more the people be aware of the organization, the more the people are likely to join the activities actively.

Opportunities

- In the past, the topic of sex was not common to be discussed publicly. It was difficult to promote the positive sexual education in a direct way. However, people seems to be more willing to openly discuss nowadays. There are also more movies talking about “LGBT” (Archer,

G, 2016 issues). There are also various campaigns about safe sex, the use of condoms in different countries, including Hong Kong these years. (Ending HIV NSW, 2014; Red Ribbon Centre,

2018) Thus, with the rise of social acceptance in discussing sexuality, there will be more freedom of expression for AIDS Concern to promote by using creative way.

- Digital media provide the platforms for AIDS Concern to promote the message effectively.

According to the study, gay report learning about AIDS Concern’s testing service via online sources have surpassed that of offline sources. (Joint PolyU-AIDS Concern Study, 2017) Also,

9 they reported finding sex partners more commonly via online sources. Therefore, the research provided preliminary evidence that using online platforms to promote HIV/AIDS-related information is an effective way, which people can see the promotion easily. AIDS Concern could make use of the trend of using digital media to promote the information online and to maximize the impact of getting public’s attention. Therefore, if it manages the social media platform appropriately, the messages can be delivered effectively.

Threats

- There are still many arguments of sexuality education in Hong Kong. Education Bureau does not to draft the regular and appropriate scheme of the sexuality education (AIDS Concern, 2018)

As a result, the government would not reserve much resources on it to the schools. AIDS

Concern would also be more difficult to collaborate with the local schools or university, which to provide the correct sexuality education to the students.

- Although people are more open-minded nowadays, there are still a part of the community who are conservative. Take Shue Yan University as an example (On.cc, 2015), its Student Union was prohibited by the university from giving out free condoms. Thus, such prohibition makes combating HIV and providing sexual education more difficult, as it is not able to provide physical support to the students.

10 Part C: Stakeholders analysis

Participants of the service

AIDS Concern services are currently serving heterosexual men, gay, PLHIV and youth. The participants are significant for AIDS Concern to achieve its mission. The more the participants, the greater influence that it can generate within the society. In terms of demographics, heterosexual men and gay includes both local men and men of ethnic minorities, PLHIV consist of a wide range of age group, and the youth team is targeting youth between 13 to 25. For psychographics, the youths perceive low relevance towards HIV/AIDS because they engage less sexual behavior. Heterosexual men and gay have a medium level of concern with HIV/AIDS.

For PLHIV, they have the most concern with HIV/AIDS because their life has affected by HIV.

Employees

Employees of AIDS Concern are responsible to support the operation of the organization in a full-time working schedule. Each team is serving different types of audience and organizational functions. It includes male health team, gay team, PLHIV team, and youth team. Besides, marketing and communication team is supervised by the head of marketing and communication, and finance and admin team is supervised by finance & admin manager.

Media

Media has the power to influence the knowledge level, attitude and behavior of the target audience of AIDS Concern. Precise usage of media contributes to the achievement of AIDS

Concern mission. In terms of social media, AIDS Concern attracted limited followers and remain

11 low engagement on Facebook and YouTube. In order to expand the share of voice, AIDS

Concern delivered its promotions in the channels of Cuz Production, Flow Hong Kong, Initium

Media, and OpenRoom through media partnership. This helped in reaching more target audience.

Volunteers

In addition to employees, volunteers are another group of people supporting the operation of

AIDS Concern. They are important in delivering the messages and value of AIDS Concern, though they work for limited time based on personal schedule. They can be either individual or a company. They can choose to engage in volunteer services including office functions, event assistance, sexual health education, translation, art design, photography, video photography, social media management, advocacy, and providing suggestions. (AIDS Concern, 2019)

Patrons

Since AIDS Concern only gain a third of its funding from government subsidies, it relies on the financial support from patrons and fundraising activities. The patrons of AIDS Concern include individuals from different fields, such as Mrs. Lam Cheng Yuet-ngor in the political field, Dr.

Ho Hung-sun in the commercial field, Mrs. Anne Marden in the social service field.

12 Part D: Industry analysis

Fig. 1- Mapping of the organizations in local HIV/AIDS care industry

The above figure has mapped out the position of AIDS Concern and other organizations in local

HIV/AIDS care industry. Below are the detail analysis of these organizations.

Hong Kong AIDS Foundation

Established in 1991, Hong Kong AIDS Foundation’s vision is to limit the spread of HIV infection in the community and provide support for those affected by HIV/AIDS. (Hong Kong

AIDS Foundation, 2019) It is a non-government charity organization founded by a groups of people from different communities. It provides similar service as AIDS Concerns, including education programmes (targeting the general public, youths, MSM and ethnic minority), research on HIV issues, HIV testing and counselling, and assistance for PLHIV etc. In addition, it focus

13 on fundraising activity such as Charity Run and Charity Dinner. Besides, it expanded its service to the Mainland China in 1996. Therefore, the diversity of service of Hong Kong AIDS

Foundation is relatively higher than that of AIDS Concern.

Red Ribbon Centre

Established in 1996, Red Ribbon Centre’s vision is to facilitate and enhance the community's response to HIV/AIDS. It is an HIV/AIDS education, resource and research centre established by the Department of Health, under the sponsorship of the AIDS Trust Fund, Hong Kong. (Red

Ribbon Centre, 2019) In terms of service, it focus on providing education (targeting drug users, health care professional, MSM, PLHIV, sex workers, travellers/mobile population, women and youth) and research related to HIV/AIDS. However, HIV testing, counselling and assistance for

PLHIV are not available for Red Ribbon Centre.

Relationship among the three organizations

Since all the three organizations are non-profit oriented, they do not compete against each other by any mean. On the contrary, they acknowledge the presence of each other and mention the name of each other in their own platforms. For example, on the website of AIDS Concern, it points out the Hong Kong map of testing service and mentions the testing centre of Hong Kong

AIDS Foundation. Although there is no partnership among the organizations at the moment, the organizations promote the presence of each other indirectly by mentioning the name of each other.

14 Research and discussion

Rationale of the primary research

In the secondary research, its result provides evidence towards the situation of local AIDS case, rationale and characteristics of the chosen target audience etc. However, there is inadequate research regarding the awareness of AIDS and preference of AIDS-related promotion among the local youths currently. Therefore, a primary research was conducted to get a more in-depth understanding of the target audience’s awareness of AIDS and preference of the promotion.

Research objective

1. To understand the participants’ awareness towards HIV/AIDS.

2. To explore the participants’ preferences and suggestions towards the content, format and platform of promotional materials promoting the HIV/AIDS prevention.

Methodology

In-depth interviews were conducted with 8 subjects on a one-on-one base in Cantonese from 25

February to 28 February 2019. Three posters and one video regarding HIV/AIDS prevention methods were shown one by one to each interviewee. (For the in-depth interview question, and selected posters and video, please see appendix 3 and 4 respectively.) The length of each interview was about 30 to 45 minutes. They are recorded by the researcher's mobile phone. The subjects were recruited by purposive sampling method. Four local female (respondent A,B,G,H) and four local male (respondent C,D,E,F) aged from 18 to 24 were sampled.

15 Findings and discussion

For the summary and responses of the interview, please see appendix 5 and 6 respectively.

A. Awareness of AIDS

1. Limited knowledge towards AIDS ​ 7 out of 8 of the interviewees know that AIDS can be transmitted through sexual behavior, yet only 2 of them mention AIDS can be transmitted through blood transfusions as well. In addition, only 3 of them mention the effect of AIDS on the human immunity system. The interviewees also tend to use words "seems like", "I don't know much about" when describing the consequence of AIDS. It shows that the interviewees possess limited knowledge towards all the possible ways of AIDS transmission and the consequences of AIDS.

2. Television as the main source of AIDS-related information ​ Furthermore, the interviewees mainly acquired AIDS-related information from television. 5 interviewees remembered that they have watch some promotions of AIDS on television, inclusive of TV commercial and drama. 2 interviewees saw posters and 1 interviewee have no memory of seeing AIDS-related information.

B. Content of promotion materials

1. The weak association of thematic content ​ 4 interviewees argued that they do not realize that Poster B is promoting the prevention of AIDS.

It infers that half of the audience do not associate use of condom to the prevention of AIDS.

16 Instead, they associated the use of condom to contraception preferentially. The weak association between safe sex behavior and prevention of AIDS in the audience mind will negatively influence the effectiveness of promotion because they do not agree with the association between the two issues. For the perceived effectiveness to promote AIDS prevention, poster B only scored 2.31/5, which infers the interviewees’ weak belief in its effectiveness.

Besides, 7 interviewees argued that they do not realize that the video is promoting the prevention of AIDS. It infers that most of the audience do not associate the appropriate choice of lubricant to the prevention of AIDS. Instead, they perceived the appropriate choice of lubricant as an advertisement of lubricant preferentially. For the perceived effectiveness to promote AIDS prevention, the video only scored 1.87/5, which infers that the interviewees have very weak belief in its effectiveness of promotion.

Therefore, it is suggested that the future promotion, inclusive of posters and video, should strengthen the linkage between safe sex behavior and prevention of AIDS. For example, adding an obvious headline mentioning AIDS.

2. Poster design and information are the keys to attract the target audience ​ All the interviewees agreed that Poster B draw their attention. 5 interviewees are attracted by the sharp color used, 3 of them are attracted by the big condom in the poster and 2 are attracted by the nude man. This result suggested that poster with sharp colour and gimmick are more likely to attract the target audience. In addition, among the three posters, 3 interviewees prefer Poster B

17 most because it is more eye-catching and 3 interviewees prefer Poster C most because it is more informative. It infers that the target audience are attracted to posters that are eye-catching and informative.

In terms of being informative, 5 interviewees mentioned that they do not prefer Poster C because it contains too much information. The result suggests that, when being informative, appropriate amount of information should be covered. The designers have to be aware of the possible problem of information overload.

3. Funny tone is prefered for the promotion video ​ There are 75% of the respondents think that the video with funny tone can easily draw their attention to watch. The conversation, facial expression, and body movement of characters, as well as the experiment are the keys that attribute to the funny tone. Therefore, it is suggested to use the funny and interesting video to encourage people continuously watching the video.

4. It is more credible to mention the source of information with the organization’s logo ​ 7 out of 8 the respondents agree that mentioning the source of information in the promotion of

AIDS/HIV prevention can enhance the credibility. Moreover, these respondents agree that having the logo of organization on the promotion materials would positively affect the credibility. Only one respondent do not agree that the logo and mentioning the source of information are related to the credibility. The respondent believed that the educational promotion need not to lie and provide wrong knowledge.

18 5. QR Code on the promotion materials is useful for people to gain more information ​ It is found that 75% of respondents agree that QR code on the promotion materials is useful for them to take in more information about HIV/AIDS. Therefore, it is suggested to provide the QR code on the promotion materials for people to receive more related information actively.

C. Format of promotion materials

1. Both Poster and video are preferred as the promotion materials of HIV/AIDS ​ There are 50% of the respondents prefer posters to receive the knowledge and information of

HIV/AIDS. They all agree that poster can let people receive the message easily and immediately.

Another 50% of the respondents prefer videos to receive the information of HIV/AIDS. They mainly think that videos can provide more information with sound and moving image. The result shows that both poster and video can be used to match the audience’s preferences.

D. Platform of promotion materials

1. High reliance on social media ​ All of the respondents unanimously prefer to use social media to see the promotion about

HIV/AIDS. There are 50% of the respondents specifically prefer Youtube. It is suggested to use social media to promote AIDS-related information as most of the target audience use social media daily and social media is a more private way of communication.

19 2. Diverse opinion on KOL or celebrity ​ There are 50% of the respondents do not prefer having celebrity or key opinion leaders as the representative or model of the promotion material. Most of them think that there is no connection between celebrity and AIDS. They perceived that their attitude on AIDS will not be affected by the use of celebrity on the AIDS-related promotion.

The other 50% of the respondents oppositely think that it is important to use celebrity or key opinion leaders as the representative or model of the promotion material. It is because it can enhance the effectiveness and attractiveness of the promotion.

It shows that using KOL or celebrity is not really a must while promoting the information about

AIDS/HIV. It is because there are different stands on using KOL or celebrity as the model of the promotion material. However, It is suggested to choose the celebrity or KOL who has good image while selecting the representative of the promotion material, which to enhance the credibility and effectiveness.

Limitation

The sample size of the qualitative research is small. Only 8 interviewees were interviewed and they aged between 19-22, where the target audience of the communication campaign is aged from 18 to 24. The researchers lack comprehensive responses due to the lack of network and insufficient manpower for recruiting interviewees in a short period of time.

20 Problem and opportunity statement

The research results reveal that the local youths’ knowledge towards AIDS are limited. Most of the interviewees are able to recall only one way of transmission of AIDS and feel uncertain about the consequences of AIDS infection. Besides, there is weak association between safe sex behavior and prevention of AIDS. The limited knowledge towards AIDS may cause the increasing number of AIDS cases in Hong Kong due to the failure in HIV prevention.

In terms of the format of promotion materials, both poster and video are welcome by the youngsters. Posters allow the youths to process information quickly so that it saves their time, while videos contribute richer visual and sounds effect, and more in-depth information. The research concluded that local youths are more appeal to posters with sharp colour, gimmick and sufficient information, and videos with funny tone. These results show an opportunity for AIDS

Concern to publish more posters and videos with the specific design and themes.

Last but not least, use of social media and television programme is highly encouraged to engage the local youths. All of the interviewees prefer receiving AIDS-related information from social media and especially YouTube. Therefore, AIDS Concern may seize the opportunity and utilize its current social media account wisely. Besides, it is interesting to find that television is the main source of acquiring AIDS-related information for most of the interviewees. They have watched some promotions of AIDS on television, inclusive of TV commercial and drama. Therefore,

AIDS Concern may also utilize the television platform to promote AIDS-related information.

21 Campaign theme, goal & objectives

In order to stop the spread of HIV/AIDS among the youth, educating them with the correct

AIDS-related knowledge is the first step to do. Therefore, AIDSpedia is created, which the concept of the theme is “encyclopedia”. AIDSpedia is an encyclopedia of AIDS, which aims to provide all of the information and knowledge of HIV/AIDS towards the local youths. According to the above research, the youth are mostly attracted by the informative, interesting and funny promotion materials. Therefore, the campaign will use a casual and funny approach to educate the youth instead of the serious and academic approach. It is believed that making sexuality education fun through different communication platforms is able to draw the youth’s attention and let them learn the knowledge unintentionally.

Goal

Improve the understanding of AIDS and educate the prevention of AIDS among the youths in

Hong Kong.

Objectives

1. To increase the knowledge level of HIV/AIDS among 70% of the target audience within 6 months. (Cognitive level)

2. To encourage the use of HIV/AIDS prevention methods among 50% of the target audience within 6 months. (Behavioral level)

22 Target audience profiles

Based on the research results and the situation analysis, the local youths age from 18 to 24 would be our target audience, both male and female inclusive.

Rationale of choosing the target audience

Firstly, there is high prevalence of HIV infection for those aged 30 below. According to

Department of Health, the age group that people aged from 20 to 29 has the highest number of

HIV cases when compared to the others (200 people). In order to lower the number of HIV case, education towards HIV should be provided to those aged from 18 to 24 before they are infected.

Secondly, the post-secondary students in Hong Kong possess limited knowledge towards AIDS, due to the insufficient sexual health education received at schools. 62% of the respondents received less than 2 hours of the sexual education course in one semester. (Aids Concern, 2018)

In this way, the youths may not be able to use the AIDS prevention methods appropriately.

Thirdly, the routes of transmission of HIV infection include 40% for homosexual sexual contact and 33% for heterosexual sexual contact. (Virtual AIDS Office of Hong Kong, 2018) In short, both homosexual and heterosexual youngsters in Hong Kong are vulnerable to HIV infection.

Therefore, it is essential to strengthen the knowledge of AIDS among the local youths in order to stop the spreading of AIDS, and build up a healthy community. Further demographics, ​ psychographics and behavioristics profile of the target audience will be listed below.

23 1. Demographic

According to the Census and Statistic Department, the number of male and female aged 18 to 24 is more than 441,600 in 2018, accounting for 6% of the overall local population. There are more than 223,700 female and 217,900 male with in the age group. About 94% of them never married.

Nearly 58% of them completed their post-secondary education, 40% of them completed their secondary education, and 2% of them completed primary education or no schooling.

2. Psychographic

According to Furman and Wehner (1994), the motivations of pursuing a romantic relationships among the adolescents include biological, affiliative, attachment, and caregiving. Therefore, the local youths are generally looking forward to meeting a partner and they are interested with information related to romantic relationship. In terms of decision making in sexual behavior, the young women are likely to follow their partner’s decision. 20% of the them have low motivation to use condoms because their partners required not using condoms. (AIDS Concern, 2017)

3. Behavioristic

In terms of romantic relationship, the popularity of dating apps reflects that the young adults are actively seeking for partners. For example, about half of Tinder users are between the ages of 18 and 24. (Muchneeded, 2019) Moreover, around 45% of the surveyed youngster who aged 18 to

27 had experienced sexual intercourse. (The Family Planning Association of Hong Kong, 2017)

Besides, according to the in-depth interviews, the youths prefer to acquire health information through social media such as YouTube, Facebook and Instagram.

24 Strategies

Stage 1

Strategy

To increase the knowledge level of HIV/AIDS by informing the nature, ways of transmission and the consequences of HIV/AIDS through the channel of social media and television.

Rationale

The first stage aims to influence the target audience on a cognitive level. Based on the in-depth interview result, the local youths’ knowledge towards AIDS is limited. Increase the knowledge level of HIV/AIDS among the target audience is significant before the start of any promotional effort. The strategy helps the youths to find out why they should prevent AIDS by understanding the nature, ways of transmission and the consequences of HIV/AIDS.

The messages are planned to deliver through the channel of social media and television because the primary research findings support that the youths prefer using social media the most in receiving information about HIV/AIDS. Youtube is the most prefered one, while Facebook and

Instagram were included as well. In addition, television is the main source of AIDS-related information among the target audience. It is believed that both social media and television are the effective platform to communicate HIV/AIDS knowledge. Utilizing the flexibility of social media, both posters and videos can be published with a casual and funny approach to educate the youths about HIV and AIDS.

25 Stage 2

Strategy

To encourage the use of HIV/AIDS prevention methods by engaging the target audience’s through offline and online touchpoints.

Rationale

After increasing the knowledge level of HIV/AIDS, it will be an appropriate action for AIDS

Concern to promote the prevention methods of HIV/AIDS and encourage the youth to take those suggestions. The second stage aims to influence the target audience on a behavioral level, which effectively limits the spread of HIV/AIDS. According to the secondary research, it is revealed that AIDS Concern has used offline touchpoints to promote anti-stigma on AIDS and ask for donation, but it seldom promotes the knowledge towards HIV/AIDS there. Therefore, AIDS

Concern is suggested to use the offline events to interact more with the participants, so as to increase their knowledge level of AIDS by engaging them.

On the other hand, According to both primary and secondary research, the youth nowadays are also highly rely on the digital media for knowledge, entertainment as well as making friends. The advertisement on the dating apps are used to remind the prevention methods, especially safer sex to the young users on dating apps. Some of HIV/AIDS prevention methods, for example, HIV antigen & antibody test, that will be demonstrated by the promotion of Key Opinion Leaders

(KOL) content video. Therefore, the target audience will have a chance to watch and know more about the process of the test and the KOL can persuade them to test.

26 Creative tactics and executions

Stage 1

Tactic 1: Youtube non-skippable advertisements

Description

Three 15 seconds non-skippable video ads will be placed on the Youtube channel from January to March in 2019. The three videos aim to tell the local youths about the definition of, ways of transmission and consequences of AIDS respectively. The videos’ content are informative, interesting and funny under the theme of AIDSpedia. Each video has about 6 shots. (For the storyboard and storyline, please see appendix 7 and 8 respectively.)

Rationale

The three non-skippable video ads will be placed one by one from January to March, so that the target audience will increase their knowledge level of AIDS step by step. As a paid media, the non-skippable ads represents a proactive approach in promoting the knowledge of AIDS. They will appear pre-, mid-, or post-roll while the audience is viewing related content, and the audience have to watch the ads compulsorily. (Youtube, 2019)

The stories are portrayed in a casual and funny tone to educate the youths, which match with the target audience interest in videos with funny tone, with reference to the in-depth interview. It is believed that using classroom learning as the theme can get the attention of the young target audience who are studying or recently graduated.

27 At the end of each video, logo of AIDS Concern and AIDSpedia will appear with specific music to raise the awareness towards the organization and the campaign. It tries to build the awareness of organization with sonic identity. As mentioned in the SWOT analysis, people are not interested in joining any activities hold by AIDS Concern when they do not know the organization. These Youtube ads help in raising the audience awareness towards the organization, and are conductive to the following promotional efforts.

Tactic 2: Better the content marketing on Facebook and Instagram account

Description

A series of feeds with the theme of AIDSpedia Today (今日滋多啲) will be placed on the AIDS ​ Concern’s Facebook and Instagram account that targeting the local youths, which named Taapna, from March to June in 2019. The contents will cover the topics of the definition of, ways of transmission and consequences of HIV/AIDS that serve as reminders of the other two tactics in stage 1. The design of feeds will be simple and with sharp color. The posting schedule will be an average of one post on every second day, which the same content will by uploaded to its

Facebook and Instagram account simultaneously. One feed from each topic will be chosen for doing sponsored content by paying advertisement fee, with an aim to reach more target audience.

(For the examples of social media feeds, please refer to appendix 9.)

Rationale

The theme AIDSpedia Today (今日滋多啲) infers that the content are related to AIDS (“滋”), ​ and knowledge (“知”). Therefore, the feeds will deliver the AIDS-related knowledge through the

28 Facebook and Instagram post. In addition, utilizing the sponsored advertisement, more target audience can be reached and more followers will pay attention to the AIDS Concern messages.

Although AIDS Concern already owned a Facebook and Instagram account (Taapna) that targeting the local youths, both accounts have limited followers and low engagement of posts.

The main reasons include (1) unattractive styles of feeds, (2) few updates and (3) being an unknown account. This tactic will tackle the problems of the social media accounts one by one.

In terms of problem (1), the current editor mainly posts some quotes with dark background, or simply some photos of the organization’s activities. However, according to the in-depth interview, the target audience are attracted to posters that are informative and with sharp color.

Therefore, the style of feeds is suggested be more unified and filled with sharper color.

In terms of problem (2), the accounts currently update five posts per month. The little amount of content limits the awareness and engagement with AIDS Concern. Therefore, the suggested post frequency is one post on every second day. According to the Global NGO Technology Report

(2018), 23% of NGOs publish one post every other day. Another research supported that pages with fewer than 10,000 followers should posted one or fewer posts per day to maximize the post engagement. (Newcomer, 2019) For the posting time, posts will be scheduled at 1 p.m. because it will receive the highest click-through rates based on the data from CoSchedule.

29 In terms of problem (3), Taapna remains as an unknown account with no use of hashtag and logo. With reference to the in-depth interview, the youths regard the promotional message as more credible when the organization’s logo appears. Therefore, it is suggested that the logo of

AIDS Concern should appear in each feed and related hashtags should used to enhance the feed credibility and the perceived relevancy towards the audience respectively.

Tactic 3: Knowledge placement in talk show Young And Restless ​ Description

While product placement enables a specific product to be incorporated into another television program, “knowledge placement” is now suggested to place knowledge into a popular talk show among youthster. Young And Restless (後生仔傾吓偈) is a talk show hold by three TVB hosts to ​ ​ ​ discuss the trends and latest topics among the local youths. In each episode, different KOLs are invited to discuss on a specific topic.

In the collaboration with AIDS Concern, an episode with a topic of the freedom of sex (性愛自 ​ ​ ​ 由) is introduced. The episode is planned to broadcast in June 2019 as a follow up tactic after the ​ previously two tactics. The KOLs who have one or more than one sex partner will be invited to share their attitude, knowledge and stories about sex. During the discussion, the hosts and the

KOLs will also talk about the definition of, ways of transmission and the consequences of

HIV/AIDS. (For the guide questions of the talk show, please see appendix 10.)

30 Rationale

According to the in-depth interview, television is the main source of AIDS-related information.

It infers that the local youths also pay attention to the television programs especially those related to them. As a talk show classified as parental guidance recommended (PG) that always invite young KOLs to discuss on various topics, Young And Restless targets the same target ​ ​ audience as compared with the campaign AIDSpedia. The program has previously covered the topics of romantic relationship and sex in the episode of 296 and 259 as well. (Mytvsuper, 2019)

Broadcasting from 9:35 p.m. to 10:05 p.m. every Tuesday and Thursday on the J2 Channel and the apps of Mytv Super of TVB, it is able to reach the target audience who are used to watch television at night and those who like to watch replay on their mobile device anytime. Therefore,

Young And Restless is an appropriate program to discuss topic regarding sex and able to deliver ​ the AIDS-related information to the target audience in a funny and informal way.

31 Stage 2

Tactic 4: Sponsorship of orientation camps of local universities

Description

AIDS Concern will collaborate with Okamoto (岡本), the company of condom, to sponsor the orientation camps (o-camps) of all local universities in late July to August. The execution of the sponsorship mainly consists of two parts. Firstly, AIDS Concern and Okamoto will sponsor the free condom to the participants of the o-camps. A package of the souvenir will be designed to provide the AIDS-related information, which a pack of condom will be sticked on an information card. (For the design of card, please see appendix 11.) It will briefly list out all of the HIV/AIDS prevention methods. Participants may scan the QR code at the end to get more in-depth understanding of HIV/AIDS prevention. Secondly, a compulsory game is required for the participants to play if the organizers of the o-camps wish to get the sponsorship. The game is easy to complete, which the participants are required to read aloud the prevention methods by turns within 1 minute. Therefore, the participants will basically know about all the HIV/AIDS prevention methods by reading the promotion card. After the game, the organizers of the o-camps are required to send the photos of the highlight of game and AIDS Concern can post the photographs on the the social media for media sharing.

Rationale

Orientation Camp of university is an offline touchpoint to target those youths aged between 18 and 24. In usual practices, participants of o-camps include both freshman and senior, and the

32 organizers have to seek for different sponsorship every year. Therefore, through sending the free condom as a sponsored item for the o-camps, AIDS Concern can send the information to the youth directly with the design of promotional card and game.

Distributing free condom does not mean to encourage the students to have sex during the o-camps. It is only a promotional method to deliver some of the AIDS-related health information that closely related to the target audience themselves. The main message that AIDS Concern would like to send out is the HIV/AIDS prevention methods that carry on the information card, such as handle cuts carefully to prevent blood contact and safer sex. Moreover, according to the research finding, the youths mentioned that they would also be willing to scan a QR code for in-depth information. Therefore, QR code is provided on the information card for the participants to get the further information about HIV/AIDS.

The prevention game mainly aims to use an interesting and casual way to educate the HIV/AIDS ​ prevention methods to the youths. Indeed, many studies show that games do much more than

“sugar” our daily lives. People who have different age level also learn better because of the game dynamics. In fact, some of the best educational tools in the world are based on games.

(Gamelearn, 2016) Game-based learning is a more effective training methodology, which people can use games to learn and to stimulate our cognitive functions. Therefore, using the prevention game in the o-camps is effective to let the youths memorize those methods more easily. ​

33 Tactic 5: Charity mini-concert on World AIDS Day

Description

Tactic 5 is a charity mini concert on 1 December, 2019, World AIDS Day at Central

Harbourfront Event Space. The theme of the concert is Goddess continues to SAY (女神繼續 ​ SAY). It is a continuous event of Goddess has SAY in 2017. The main goal of the concert is to ​ ​ promote the message of one of the HIV/AIDS prevention methods: negotiated safety and mainly target the young female.

Eight local female singers will be invited to the concert, for example, Kay Tse (the AIDS

Concern ambassador), Joyce Cheng and Gin Lee etc. The singers will sing the songs which are related to “girl power” and “assertive”, for example “Queen” by Jessie J, “Power” by Little Mix,

“Goddess” by Joyce Cheng, “Matriarchy” by AMIT and etc. There will be also the sharing section during the break, which the singers will encourage the audience to be assertive on everything, even on the relationship. As a charity event, all the profit earned from ticket fee will be donated to AIDS Concern to supports its daily operation.

Before the date of the concert, preparation will start from June, including inviting singers, venue reservation, stage setting and etc. After that, online promotion of the concert will start since

September. Promotion posters and the interview videos of the artists will be posted on the social media accounts of AIDS Concern and the singers in one month before the ticket sales. In addition, the singers are invited to publish feeds that promote the concert in their own social media account. The public sales of ticket will be started on October. The further information of

34 the concert, such as status of ticket sales, notice for the ticket-buyers will also be posted through the social media accounts, so that the ticket-buyers can receive the information of concert by simply following the social media accounts.

Rationale

According to the annual report of AIDS Concern in 2017/18, the campaign of Goddess has SAY ​ has over one million social media reach, which has been the most successful campaign of AIDS ​ Concern ever. Therefore, the mini concert is a continuous campaign in 2019, which to promote the concept of negotiated safety to the youth.

Moreover, according to the secondary research, 20% of young women have low motivation to use condoms because of their partners requirement of not using condoms and their fear that using condom will affect their relationships. (AIDS Concern, 2017) The passive situation of young women makes them more vulnerable to HIV/AIDS. Therefore, in addition to the promotion of the use of condom, promotion of the negotiated safety to the young female is also needed. The young women should have more open communication with their partners on the use of condom as a HIV/AIDS prevention.

For the selection of the singers, the local and well-known female singers are invited because they are attractive from the young female’s angle. For example, Kay Tse is not only the AIDS

Concern’s ambassador, but also a famous local singer. When Kay and other well-known female

35 singers are invited to the concert, wide media coverage is expected because of their fame too. It helps in reaching more young females and further deliver the message of negotiated safety.

Concerning the venue, Central Harbourfront Event Space offers almost 36,000 square metres of outdoor, open-air space for audience of 300 - 2500, which can span across some or all of the site.

Therefore, it is more flexible for AIDS Concern to design the scale of the concert. Its easily accessible location also provides convenience to the public to join the concert.

Tactic 6: Pop-up advertisement on dating apps ​ ​ Description

There will be a responsive pop-up advertisement on the dating apps to promote the main

HIV/AIDS prevention method -- use of condom. It will be advertised from July to October. The advertisement will be shown on Tinder, the dating application. In usual practices, the users of

Tinder swipe right for like and matching, and swipe left for dislike. For the proposed pop-up advertisement, options are also provided for the users to swipe. The advertisement will look like a personal profile of “Mr./Mrs. condom” with sharp color, which include the picture and the strengths of “him/her”. Therefore, the users will understand the advantages of using condom. If the users swipe right, they will be directed to the AIDS Concern website which further information of HIV/AIDS prevention is available. If the users swipe left, there will be no further information and the next option of dating partner will be appeared. (Please see appendix 13.)

36 Rationale

According to our secondary research, dating app is a trend in the youth’s generation in Hong

Kong, which more and more youth use the dating app. A survey by Statista, revealed that 84% of people use dating sites to find relationships, and 30% of users are between 18-29 years old.

Therefore, the advertisement on dating app is a reminder to encourage the young users to use condom while they are having sex with partner with an aim to prevent AIDS.

Moreover, using the interesting and interactive advertisement with sharp color is more attractive to the youths according to our previous primary research.

Tinder is a globally well-known dating app, which has about 50 millions users in the world. 62% of the users are male, and 38% of the users are 16-24 years old. (MuchNeeded, 2019) Therefore, it is easy to attract more target audience’s attention and deliver the message to them by placing the advertisements on Tinder.

Tactic 7: Content video of KOLs to demonstrate HIV test ​ ​ Description

To encourage the youth to have the HIV test, MiHK, a group of two local key opinion leaders, will be invited to complete the HIV test. The process of testing will be shooted as a video and launched to their own Youtube channel from September to October 2019. In promoting the video, MiHK will post the highlight of the video in their own Facebook page and Instagram account, so that their followers are attracted to click the link in the feeds and directed to the

37 MiHK Youtube channel to view the full video. Then AIDS Concern will repost the MiHK social media posts to reach more target audience.

They will complete two ways of test, including self-testing and testing in the AIDS Concern

Health Centre. Firstly, Cotton (one of member of MiHK) will have the self-testing of HIV antigen and antibody test which provided by AIDS Concern. In the video, audience can view the self-testing kit and the whole process of it. Secondly, Gordon (another member of MiHK) will go to AIDS Concern Health Centre to have the free testing. In the video, audience can also view the process of test and the view of the centre. (For the storyboard design, please see appendix 14.)

Rationale

The choice of Youtube as the promotional platform and the content of the video are based on the primary research findings. Since the target audience have high reliance on Youtube to receive the

AIDS-related information, Youtube is an ideal platform to reach the youths. Meanwhile, the youths love watching experiments and demonstration to receive more concrete information.

Moreover, influencer marketing is undoubtedly a trend in Hong Kong. According to statistic from StarNgage, 70% of the teenage YouTube subscribers trust the opinion from influencers over the traditional celebrities. (StarNgage, 2017) Therefore, if the process of the HIV test are demonstrated through the content video of KOLs, audience will be be encouraged to do the test.

38 MiHK is a local well-known Youtube channel, which have 213K subscribers on the Youtube channel. It is organized by two guys, who are university students. It mainly creates the videos of social experiments or prank. Therefore, MiHK is suitable to demonstrate the process of HIV test and send the correct message to a large number of young audience. While launching the content video through their social media platform, it also help to send out a message that youngsters need not to be embarrassed to have the test.

Tactic 8. Continuous content marketing on Facebook & Instagram ​ ​ Description

After the promotion of stage one, theme of AIDSpedia Today (今日滋多啲) will be continued, ​ ​ which a series of posts about HIV/AIDS prevention methods will be placed on Taapna, the AIDS

Concern’s Facebook and Instagram account that targeting the local youths, from July to

December in 2019. The design of feeds will be consistently simple and with sharp color. The posting schedule will be an average of twice a week, which the content will be uploaded to its

Facebook and Instagram account simultaneously in each updates. (For the example of feed, please refer to appendix 15.)

Rationale

In stage two, different offline events and online marketing are designed to encourage the youth using the various HIV/AIDS prevention methods. In addition to these communication effort, daily ongoing posts on social media accounts will act as reminders for the youths to revise all the prevention methods.

39 With reference to the primary research, the youth are highly rely on social media. Therefore, they are likely to view the posts frequently and be reminded of the prevention methods through social media. In addition, the in-depth interview revealed that the youth do not associate “the use of condom” or “safe sex behavior” to the prevention of AIDS. Therefore, AIDS Concern may strengthen the linkage between safe sex behavior and prevention of AIDS, for example, highlight the reason of having safety sex, “prevent HIV/AIDS” in the daily posting.

The posting schedule will be different from the content marketing of stage 1, which change from

“one post on every second day” to “twice a week”, due to the arrangement of more promotion for the offline events, such as promotion of charity concert, on the social media accounts. It is not appropriate to be over posting since the audience may feel annoyed with overwhelming information. Therefore, reducing the frequency of the daily post about prevention methods that can balance the promotion of offline events and daily post.

40 Media plan

Timeline for activities

41 Budget plan

Tactics Item Cost ($) Tactic 1: Youtube non-skippable ads Actors 5,000 Props 3,000 Booking of shooting venue 2,000 Video shooting 30,000 Video editing 18,000 Advertisement fee 12,000

Tactic 2: Content marketing on FB & IG Sponsored Ad 16,000

Tactic 3: Knowledge placement in talk show Collaboration fee 60,000 Tactic 4: Sponsorship of orientation camps Printing cost of promotion card 1,100 Tactic 5: Charity mini-concert Printing cost of ticket 550 Sponsored Ad for social media promotion 24,000 Venue Booking 123,000 Stage Setting 50,000 Audio & lighting equipment 50,000 Concert Helpers 9,000 Singers 64,000 Tactic 6: Pop-up ad on dating apps Advertising 6,000 Tactic 7: Content video of KOLs Key opinion leaders 50,000 Tactic 8. Content marketing on FB & IG Sponsored Ad 24,000 Total 547,650

42 Evaluation

Evaluation Plan for Objective 1

Objective 1: To increase the knowledge level of HIV/AIDS among 70% of the target audience within 6 months.

Method: Media monitoring

● Number of impressions of the Youtube non-skippable advertisements

● Number of followers, likes, shares and comments on Taapna (The official Facebook and

Instagram accounts that target the local youths by AIDS Concern)

● Number of views of the episode of Young And Restless (the talk show)

● Number of positive and negative printed and online news articles about the episode of

Young And Restless (the talk show)

● Number of media coverage mentioning the episode of Young And Restless (the talk

show)

Evaluation Plan for Objective 2

Objective 2: To encourage the use of HIV/AIDS prevention methods among 50% of the target audience within 6 months.

Method 1: Event participation rate

● Number of people who participate in the orientation camps and receive the souvenir

● Number of people who participate in the charity mini-concert

43 Method 2: Survey

● Electronic questionnaire will be distributed to the participants of the orientation camps

with the use of QR code at the end of the prevention game. It will evaluate their

knowledge and motivation in using the HIV/AIDS prevention methods.

● Electronic questionnaire will be distributed to the participants of the charity mini-concert

with the use of QR code at the end of the day. It will evaluate the effectiveness of the

event in delivering the message of negotiated safety.

Method 3: Media monitoring

● Number of media coverage mentioning the charity mini-concert

● Number of views of the pop-up advertisement on Tinder

● Number of likes, shares and comments of the repost of KOLs video highlight on Taapna

● Numbers of views of the KOLs content video on their own Youtube channel

● Number of followers, likes, shares and comments on Taapna

44 Contingency Plan

1. Rejection of collaboration with the talk show Young And Restless ​ As Young And Restless has already covered the topics of romantic relationship and sex in the ​ previous episodes, the producers of the talk show may not be willing to produce another episode with similar content that risk the boredom and dissatisfaction of its audience. Another possible reason of the rejection of collaboration is that the KOLs or hosts are not willing to discuss the topic of sex partners. If this problem happens, other talk show or soap opera that are popular among the local youths can be chose for the knowledge placement of AIDS-related information.

For example, Talker: Helmet Intercom (the talk show organized by ViuTV) and Come Home ​ ​ Love (the soap opera organized by TVB) are the alternative choices of knowledge placement. ​

2. Rejection of the sponsorship in university orientation camp

As mentioned by AIDS Concern (2017), the local universities incline to cancel some of the sexual health activities with different reasons, such as the religious background of the school.

The Student Union of Shue Yan University was prohibited by the university from giving out free condoms as well. In this case, the spectrum for sponsorship can be limited to the universities that have collaborated with AIDS Concern before. For instance, some of the societies in the Chinese

University and the University of Hong Kong have collaborated AIDS Concern in 2017. It is believed that a trustful relationship has built between the above societies and AIDS Concern, so that the sponsorship of the orientation camps can operate smoothly.

45 3. Bad weather concern of the charity mini-concert

As the charity mini-concert will be held outdoor in Central, AIDS Concern should be aware of the weather on the date of the event. If the concert day is predicted to be a rainy day, canopy covers will be set. When the tropical cyclone signal no.8 (or above) or the black rainstorm signal is issued or in force before the start of the event, the concert will be suspended.

4. Low attractiveness of KOLs content video

The content video filmed by the KOLs, MiHK, will be released to promote the HIV testing. If the organic views of the videos are limited, AIDS Concern would further discuss with the KOLs and make the highlight video more interesting, so as to attract those who watched the highlight video to watch the full video on Youtube. Sponsored advertisement on social media can also helps in promoting the video if there are less views of video. Continuous sharing of the video on

AIDS Concern’s owned Facebook and Instagram accounts will encourage more people to view as well.

46 Conclusion

In order to investigate the local youths’ awareness towards AIDS and understand their preferences towards the promotion of HIV/AIDS prevention, both primary and secondary research were done. The research findings showed that people possess limited knowledge towards the possible ways of AIDS transmission and the consequences of AIDS. In addition, informative posters with sharp color and videos with a funny tone are prefered by the youth.

Meanwhile, the youth have high reliance on social media, especially on Youtube. The research helps to draw the insights and come up to the campaign theme -- AIDSpedia. The strategies and tactics are also developed.

To achieve the goal and objective of the campaign, different tactics are developed. The campaign has two phrases in total. For Phrase 1, Youtube non-skippable advertisements, a series of

Facebook and Instagram posts as well as the knowledge placement in talk show “Young And

Restless” will be placed to increase the knowledge level of HIV/AIDS among the youth. For

Phrase 2, a sponsorship of orientation camps of local universities, charity mini-concert, Tinder pop-up advertisement, content video of KOLs and continuous content marketing on Facebook and Instagram will be launched and published in order to encourage the youth in using of

HIV/AIDS prevention methods. Finally, we hope the report provides AIDS Concern with useful insights and inspiration for further promotion and education among the local youth.

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51

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52 Appendix Appendix 1 ( The likes of different Facebook pages organized by AIDS Concern)

Facebook Page Likes of the page Likes of each post (avg.)

關懷愛滋 AIDS Concern >6,000 ~20 ​ ​

感染日常 (POZLIFE) <600 ~5-10

塔娜師 (Taapna) <800 ~2-5 men2men ~3,900 ~40

有種部隊 Guts Army >36,000 ~30

Appendix 2 (Statement of income and expenditures of AIDS Concern in 2017-2018)

(Annual Report of AIDS Concern, 2018)

53 Appendix 3 (In-depth interview questions list) In-depth Interview Question list Copies of the informed consent statement will be provided to each participant and read aloud for the benefit of those who cannot read. Participants should be provided with an opportunity to ask any questions.

Start by explaining the ground rules as follows: Before we start I would like to remind you that there are no right or wrong answers in this discussion. We are interested in knowing what you think, so please feel free to be frank and to share your point of view. It is very important that we hear your opinion.

[Introduction] 1. What do you know about “AIDS”? 2. What nouns or adjectives come to your mind when you think about “AIDS”? 3. Have you ever seen, watched or joint any promotions of AIDS? ● What is it about? ● Where does it come from? ● What is the format?

Now, 3 posters which are about HIV/AIDS prevention will be shown one by one and the investigator will ask you for the opinions about the content.

[About poster (A), (B), (C)] (Ask Q4 to Q10 three times according to three posters) ​ 4. What do you think about the content of the poster? ● Can you give some adjectives to describe it? 5. Does this poster draw your attention? Why/ why not? ● Do you think this poster related to you? 6. What do you think about the tone of the poster? Why/ why not? ● Positive? Neutral? Negative? Fun? Threatening? Informative? Etc.

54 7. Do you think there is enough information on the poster? Why/ why not? ● What kind of information would you like to add or delete? 8. Please indicate how much do you agree or disagree on the effectiveness of the poster to promote HIV/AIDS prevention? (Strongly disagree - strongly agree) ● Why/ why not? 9. Will you change your attitude after viewing the poster? Why/ why not? ● What kind of attitude would you change? 10. Will you change your behavior after viewing the poster? Why/ why not? ● What kind of behavior would you change?

[Conclusion of Poster (A), (B) & (C)] 11. Which poster do you prefer the most? Why? ● What kind of tone would you prefer? ● Do you prefer a poster involving much information? 12. Why don’t you prefer the other two? 13. Do you think the layout of the poster is important for the promotion of AIDS/HIV prevention? ● e.g. Having logo V.S. No logo ● e.g. Having QR code at the bottom V.S. No QR code at the bottom ● e.g. More blank space V.S. Not much blank space ● Will it affect the perceived credibility of the message? ● Will it affect the level of attractiveness of the promotional materials to you?

[About video] 14. What do you think about the content of the video? ● Can you give some adjectives to describe it? 15. Does this video draw your attention? Why/ why not? ● Do you think this video related to you?

55 16. Do you like the tone of the video’s content? Why/ why not? ● Positive? Neutral? Negative? Fun? Threatening? Informative? Etc. 17. Do you think there is enough information in the video? Why/ why not? ● What kind of information would you like to add or delete? 18. Please indicate how much do you agree or disagree on the effectiveness of the poster to promote HIV/AIDS prevention? (Strongly disagree - strongly agree) ● Why/ why not? 19. Will you change your attitude after viewing the video? Why/ why not? ● What kind of attitude would you change? 20. Will you change your behavior after viewing the video? Why/ why not? ● What kind of behavior would you change?

[About the format and platform] 21. After seeing the previous posters and video, do you prefer video or posters or both or neither of them? Why/ why not? ○ What are the points of attraction of the video/ poster? 22. Do you have other preference of format for the promotion of HIV/AIDS prevention? ○ e.g. News article? Blog article? 23. Which platform do you think is more credible? 24. What platforms do you prefer to see the promotion of stopping AIDS/HIV? Why? ○ Online or offline? ○ Mass media: TV commercial, newspaper, radio, magazine... ○ Social media: Facebook, Youtube … ○ Other Communication: activities, talk, PR event… 25. Do you think the source of information is important for the promotion of AIDS/HIV prevention? (e.g. Promotion from the Department of Health / from other NGO) ● Will it affect the perceived credibility of the message? ● Will it affect the level of attractiveness of the promotional materials to you?

56 26. Do you think the models involved is important for the promotion of AIDS/HIV prevention? (e.g. Involving ordinary people/ key opinion leaders/ celebrity) ● Any celebrity do you think is suitable to be involved in the promotion? Why? ● Will it affect the perceived credibility of the message? ● Will it affect the level of attractiveness of the promotional materials to you? [About the organization] 27. Have you heard the name AIDS Concerns? ● Do you know any organization promoting information about AIDS or sexual health? [At the end of the interview] 28. Let’s summarize some of the key points from our discussion. 29. Is there anything else? Do you have any questions? Thank you for taking the time to talk to us!!

Appendix 4 (Posters and video for the in-depth interview)

Poster A Poster B Poster C ​ ​ ​ Video: AIDS prevention promotional video by Taiwan Centers for Disease Control ​ https://www.youtube.com/watch?time_continue=117&v=BW81-PfmY3E

57 Appendix 5 (Summary of research findings)

58 Appendix 6 (Responses of the in-depth interview) A. Awareness of AIDS 2. Television as the main source of AIDS-related information ​ “I watched a governmental TV commercial that tells us, having dinner together will not transmit any virus that leads to AIDS.” (Respondent A)

“In the recent TV drama called Life on the Line, mentioned that syringe may pass the Human Immunodeficiency Virus.” (Respondent B)

“There was a TV commercial played last month, it reminds people not to discriminate the people living with AIDS.” (Respondent E)

“A TV commercial promoting the idea that AIDS patient do not have much difference when compared with the ordinary people.” (Respondent F)

“I watched a TV commercial encouraging donation for the AIDS patients living in Africa.” (Respondent H)

B. Content of promotion materials 1. The weak association of thematic content “This poster does not look like talking about AIDS.” (Respondent A,D,G,H)

“I did not associate this video to AIDS.” (Respondent B,C,D,E,F,G,H)

2. Poster design and information are the keys to attract the target audience ​ 2.1 Poster with sharp colour and gimmick are more likely to attract the target audience “Attractive. The graphic“Attractive. The contrast of colour is obvious. It draws my attention from a long distance.” (Respondent A)

“Attractive. The colour and the nude man are eye-catching.” (Respondent B)

“Attractive. The big condom tells me about the theme of sex.” (Respondent C)

“Attractive. The nude man attracted me to know more.” (Respondent D)

59 colour draw my attention.” (Respondent E)

“Attractive. I love the contrast of the playful color.” (Respondent F)

“Attractive. The big condom is a gimmick.” (Respondent G)

“Attractive for the color and the big condom tells the theme.” (Respondent H)

2.2 Target audience are attracted to posters that are eye-catching and informative “I prefer Poster B most because it is so eye-catching.” (Respondent A,B,H)

“I prefer Poster C most because it is informative and straight-forward.” (Respondent C, G)

“I prefer Poster C most because it is informative and improves my understanding towards AIDS.” (Respondent D)

2.3 Appropriate amount of information should be covered “I don’t prefer Poster C because there are too much information.” (Respondent B,H)

“I don’t prefer Poster C because I don’t want to waste time on a poster with so many words.” (Respondent G)

“I don’t prefer Poster C and I would only pay attention to it when I have nothing to do in a clinic/ hospital.” (Respondent A,F)

3. Funny tone is prefered for the promotion video ​ “It draws my attention to watch the video. It is because the characters are funny, and the experiment in the video makes me want to know the results.” (Respondent B)

“It draws my attention to watch the video because of the use of experiment. I think it is also funny.” (Respondent C)

“I love the facial expression of the characters, it draws my attention.” (Respondent E)

60 “It draws my attention to watch the video and I want to know more about it because of the use of storytelling” (Respondent F)

“It draws my attention to watch the video because of the use of experiment.” (Respondent H)

4. It is more credible to mention the source of information with the organization’s logo ​ “The sources of information enhance the credibility because I think the organization has done the research and experiment to find out the results and statistics, so I think the result is credible.” (Respondent B)

“It is important to mention the source of information because I think the sources from official organization or experts are more credible.” (Respondent D)

“As the promotion is about disease, so I think the sources from credible organization are better and more credible.” (Respondent G)

“If there is the logo of the organization, it represents the authority.” (Respondent A)

5. QR Code on the promotion materials is useful for people to gain more information ​ “Having QR code can provide extra information. If there is a large QR code on the poster, I will scan it to see what is it.” (Respondent D)

“I think it is a good idea to have QR code on the promotion material. People can know more information after they scan the code. the QR code can even link to a Whatsapp group for people to ask any questions about AIDS/HIV.” (Respondent F)

“Basically, poster cannot actually include too much information, so if there is a QR code to scan, people can receive extra information after reading the poster.” (Respondent G)

C. Format of promotion materials 1. Both Poster and video are preferred as the promotion materials of HIV/AIDS ​ “I can receive the message quickly and it is easier to understand without spending much time.” (Respondents A,D,G,H)

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“Video can provide more information.” (Respondents B,C,E)

“People can receive the message by hearing but not just watching.” (Respondent E)

“Video with sound and moving image can provide more information and also draw the attention.” (Respondents F)

D. Platform of promotion materials 1. High reliance on social media ​ “I prefer social media because I use it very often when I am bored.” (Respondents D,E,G,H)

“I think after watching video through social media, such as Facebook or Youtube, we can also see the comments below the video. Therefore, we can receive more information than mass media.” (Respondent B)

“People do not know I have watched the promotion about AIDS/HIV if I use social media, so that it would not be embarrassing.” (Respondent E)

2. Diverse opinion on KOL or celebrity ​ 2.1 Half of the respondents do not prefer using celebrity or key opinion leaders “The distance between celebrity and publics seems too far, the promotion become unreal and irrelevant.” (Respondent E)

“I think there is no connection between celebrity and AIDS, it is not relevant.” (Respondent F)

“Normally, people want to have one thing because the celebrity have one, but people would not use condom because the celebrity also use it. There is no connection.” (Respondent G)

2.2 Half of the respondents prefer using celebrity or key opinion leaders> ​ “Inviting well-known KOL or celebrity increases the attractiveness and impact of the promotional materials.” (Respondent A)

62 “Inviting a KOL or celebrity with a good image can enhance the credibility and also attractiveness of the promotional materials.” (Respondent B,D)

“People are more likely to see the promotion because of their idol. If the KOL and the celebrity have bad image, it is difficult to persuade the youth.” (Respondent H)

Appendix 7 (Storyboard for video 1)

63 Appendix 8 (Storyline for Youtube advertisements) Video 1: the nature of HIV/AIDS 1. A student asked that what are HIV and AIDS. 2. Miss Chan, a teacher who dressed with sexy outfit, answered that HIV stand for Human Immunodeficiency Virus and AIDS stand for Acquired Immunodeficiency Syndrome. 3. All students in the classroom feel confused. 4. Miss Chan explained that HIV is the virus that can lead to AIDS and destroys people’s immune system. 5. All students are shocked. ** (**6. At the end of each video, logo of AIDS Concern and AIDSpedia will appear with music.)

Video 2: the ways of transmission of HIV/AIDS ​ ​ 1. A student asked whether he ate a classmate’s food will cause infection. 2. Miss Chan denied his doubt and tried to explain the two ways of transmission of HIV/AIDS. 3. Then a student who have a crush on Miss Chan and interrupted Miss Chan and introduced the first way was the unprotected sexual intercourse. 4. Another student who is also an admirer of Miss Chan introduced the second way was the blood contact, and that we should always handle cuts carefully. 5. Miss Chan was satisfied with the two students’ answer and blew them a kiss. The students pass out. **

Video 3: the consequences of HIV/AIDS 1. Miss Chan asked if anyone know the consequences of HIV/AIDS. 2. A student (admirer of Miss Chan) answered that HIV destroys one’s immune system and makes one more vulnerable to some fatal diseases. 3. Then a doctor came into the classroom and added that nowadays people with HIV are living longer with the help of new and effective treatments. 4. Miss Chan was surprised that the doctor came and that doctor was actually her husband. 5. All the classmate are shocked that Miss Chan already married. **

64 Appendix 9 (Content marketing on social media accounts) Words on the graph: What is HIV? What is AIDS? HIV is the virus that can lead to AIDS, which damages a Person’s immune system. #AIDSpedia Today

Caption: I am so confused! What is the difference between HIV and AIDS? HIV actually damages a person’s immune system by destroying “T4 Lymphocytes”. Without proper treatment, about half of infected will be developed into AIDS in about ten years.

Words on the graph: Ways of transmission: Blood VS Saliva Making contact with blood or blood products with HIV may leads to AIDS. However, the amount of HIV virus in saliva is not enough to cause infection. #AIDSpediaToday

Caption: Will HIV transmit through saliva? The answer is … no! Although making contact with blood or blood products with HIV may leads to AIDS, making contact with saliva will not. It is because the amount of HIV virus in saliva is not enough to cause infection. To cause infection, it will require at least two litres of saliva with the virus entering the body at one time.

65 Appendix 10 (Guide questions of the talk show) 1. When is your first time for sexual intercourse? 2. How many sexual partner(s) you/ your friends has/have? Why do you/ your friends have so few/ much sex partner(s)? 3. Have you/ your friends worried about the infection of HIV/AIDS? (After the discussion of question 3, the hosts will explained the nature and consequences of HIV and AIDS to the KOLs as well as the audience.) 4. What kinds of protection do they usually implement to avoid the the infection of HIV/AIDS? (During the discussion of the practice of safer sex, the hosts will remind the importance of proper use of condom and lubricant to avoid breakage of condom. After the discussion of question 4, the hosts will added that blood contact is also a way of transmission of HIV/AIDS.)

Appendix 11 (Promotion cards for orientation camps)

Tips for preventing HIV infection ● Use condom correctly and consistently ● Negotiated safety with your partners ● Regular HIV testing ● Never share needles ● If you get hurt, use wound disinfectant and cover the cut with a fabric adhesive bandages ​ ​

Scan the QR Code for more information about AIDS!

66 Appendix 12 (Promotion video of charity mini-concert)

Caption: Goddess continues to SAY charity concert on 1st December I, Kay Tse, will see you there @taapna_ac #AIDSConcern #GoddessContinuesToSAY #AIDS #AIDSpedia #AIDSConcern #KayTse

Appendix 13 (Pop-up advertisement) Mr. Condom, 22 Available in convenience shops/ supermarket Must-have to prevent AIDS ------Proper and consistent use of condom can effectively reduce the chance of getting HIV infection. HIV can be transmitted through body fluids like blood, semen and vaginal secretion. One might have gotten infected when having unprotected intercourse including vaginal sex, oral sex and anal sex with someone who has HIV.

67 Appendix 14 (Storyboard of KOLs video) Title of the video: [MiHK] 【News】Cotton, Gordon - prick their fingers?! - The first HIV/AIDS test challenge!

68 Appendix 15 (Continuous content marketing on social media accounts)

Words on the graph: Condom - One is enough Never put on more than one condom at a time. Use each condom once only. #AIDSpedia

Caption: What can be done to stay safe? As long as you use the condom correctly, it can effectively reduce the chance of getting HIV infection. Please remember, never put on more than one condom at a time as rubbing will break the condoms. Moreover, use each condom once only!

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