World Aids Day/Safe Sex Marketing Plan
Aims
To raise awareness of World Aids Day
To raise funds for HIV/AIDS charities working locally
To improve the sexual health of Salford residents (Improving health in Salford
pledge)
To run an effective campaign that highlights brand values – innovative,
pragmatic and caring.
Objective
To reduce the rate of increase in Sexually Transmitted Infections (STIs).
To reduce the number of Salford residents, becoming infected with HIV
Background
The incidence of Sexually Transmitted Infections (STIs) is growing rapidly,
particularly in the late teens to early 30’s age group.
The number of new cases of HIV is growing rapidly in Salford.
World Aids Day presents a great opportunity to run a sexual health campaign,
which will help to achieve our pledges, while showing Salford to be innovative,
enterprising and caring.
The strap line ‘Getting it on IN Salford’ is proposed. This relates to both
sexual activity as well as getting a condom on. It also allows for humorous
delivery of a very serious message - sex is fun, but without protection the
results may be deadly (Appendix 1).
Key Audiences
The national World Aids Day message is that anyone can be affected by
HIV/AIDS. Audiences are:
 Salford citizens.
 Young to middle aged adults.
 Employees of the Council.
Getting the message across
The campaign will run from 15 November to 3 December
Proposed initiatives include:
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Three bridge panels on East Lancashire road displaying the message
‘Getting it on IN Salford’ (Appendix 1). These will also the URL
www.salford.gov.uk/safesex
Information stalls run jointly with the PCT providing literature on HIV
and Aids as well as free contraception and advice
Beer mats in pubs, the University and FE colleges with ‘Getting it on IN
Salford’ and safe sex message/HIV statistics on reverse to target
younger people
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Condoms in pubs, the University, FE colleges and some health centres
with ‘Getting it on IN Salford’, URL and telephone numbers of George
House Trust and National Sexual Health Help line.
Short case studies of people living with and working with HIV and Aids
for local media, briefing documents and website
Red Ribbons
World Aids Day posters
Wallet sized information cards on HIV/AIDS and support services
available
Casual Clothes Day on December 1st where Council employees are
asked to donate a nominal fee of £1 for the George House Trust
An online auction for goods donated by companies in Salford to raise
money for the George House Trust AIDS charity
Web pages about HIV/AIDS and with safe sex advice, links etc.
There are approximately 180 pubs in Salford. We would like to distribute beer
mats and condoms to the majority of these. Distribution will be by Avanti 55
Promotions. A covering letter will be provided.
Given the number of pubs, we are trying to identify pubs with a younger
clientele, around the University and Worsley as people in these geographical
areas are deemed to be at higher risk.
For more detailed information please see appendix 1.
Performance targets
The world Aids Day project will help to deliver Pledge 1 - to ‘Improving health
in Salford’, as well as supporting some of the Best Value Performance
Indicators (BVPI’s)
Sub pledge 4
BVPI 197
BVPI 12
BVPI 198
Encouraging greater engagement with young people on issues that
affect their lives
Change in the number of conceptions to females aged under 18,
resident in the area per thousand females aged 15 – 17 resident in the
area, compared with the baseline year of 1998.
The number of working days/shifts lost due to sickness absence.
The number of problem drug misusers in treatment per 1,000 head of
population aged 15-44
Performance Measures
 Money raised
 Media coverage
 Number of hits on relevant web pages
 Number of enquiries from Salford residents to George House Trust &
National
 Sexual Health Help line
Budget
The Equal Opportunities Forum has an allocated annual budget of £5,000.
Historically this has been evenly distributed between World Aids Day and
International Women’s Week, with small sums being allocated to other
projects.
The options available are: 1)
To agree to £2,500 funding for the budget for World Aids Day 2004. In
this circumstance it is recommended that the following activities be
undertaken:
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Attach national World Aids Day leaflets to
employees’ pay slips
Use bridge panels to display strap line ‘Getting it
on IN Salford’
Information stands on Swinton and Salford precinct
On-line auction to raise funds for the George
House Trust
Distribute 2500 condoms with the strap line to
pubs, universities, health centers and along with
information leaflets on Salford and Swinton
precincts.
Total
£682
£650
No cost
No cost
£1,125
£ 2,457
2)
To fund further activities and reduce the allocation to International
Women’s
Week, up to a total expenditure of £4500 on World Aids Day
3)
Seek additional finance
Sending a positive message & issues
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Since 1996 statutory services in Salford have been reduced from 6 full
time staff to 1 member of staff. Voluntary sector services continue to be
funded.
In Salford, the city council and primary care trust are targeting services
more effectively and the statutory services provided are about
enabling, not disabling people affected by HIV/AIDS – we provide
services when they are necessary and we enable people to remain
socially included.
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Gay men are at much greater risk of being infected with HIV than the
general population and there is an argument that a campaign should
be targeted specifically at this group.
Salford does not have a gay social scene making it very difficult to
target gay men within the city’s boundaries.
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‘Getting it on IN Salford’ may be seen as either provocative or amusing.
Young people are a particularly difficult audience to communicate with
and the safe sex message is particularly difficult to get across. The
strap line has been chosen to raise questions. On bridge panels, it will
be supported by the url www.salford.gov.uk/safesex; on beer mats it
will be supported by safe sex advice/HIV & AIDS figures and it will also
be supported by information on the condom packaging. The strap line
therefore gets tied to a serious message.
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The age of consent is 16 years old. However some statutory services
have a legal duty to provide advice and contraception to young people
where staff know that they are engaged in under-age sex.
Salford City Council must take a responsible approach to safe sex and
branded condoms and beer mats will only be available at locations
where people are at least the age of consent – pubs, the University and
FE colleges. Beer mats will also be distributed to Youth Centres, for
use as coffee coasters.
Staff on stalls will ask for id of anyone they suspect of being under 16
years old, before giving condoms out.
Prior to distribution, relevant spokes-people will be given a briefing paper,
outlining the key objectives of the campaign, key messages of and decisions
behind the campaign and current facts and figures about HIV/AIDS and other
STIs.