title: Enhancing the effectiveness of HIV/AIDS prevention programs targeted to unique population groups in Thailand: lessons learned from applying concepts of diffusion of innovation and social marketing.
abstract: Diffusion of innovations theory and social marketing theory have been criticized for their limited applicability in influencing unique population groups (e.g., female commercial sex workers (CSWs) working in low-class brothels). This study investigated the applicability of these two theoretical frameworks in outreach efforts directed to unique populations at high risk for HIV/AIDS in Bangkok, Thailand. Further, this study examined Thai cultural characteristics that influence communication about HIV/AIDS prevention. The results suggest that certain concepts and strategies drawn from the two frameworks were used more or less by effective outreach programs, providing several policy-relevant lessons. Cultural constraints, such as the lack of visibility of the disease and traditional sexual practices, influenced communication about HIV/AIDS prevention.
authors.affiliation: School of Interpersonal Communication, Ohio University, Athens 45701, USA.
authors.forename: P J
authors.initials: PJ
authors.lastname: Svenkerud
authors.forename: A
authors.initials: A
authors.lastname: Singhal
mesh_terms: D000293:Adolescent; D004059:Diffusion of Innovation; D005260:Female; D015658:HIV Infections / Q000453:epidemiology / Q000517:prevention & control*; D006293:Health Promotion / Q000458:organization & administration*; D006801:Humans; D008389:Marketing of Health Services; D010565:Persuasive Communication; D015397:Program Evaluation; D011477:Sex Work; D013785:Thailand / Q000453:epidemiology