Abstract
In an era of the HIV/AIDS epidemic, the aim of this exploratory qualitative study was to increase understanding of college students’ opinions on health promotion programmes encouraging safer sexual practices. Furthermore, to explore student views on how best to promote safer sexual messages in sexual health promotion campaigns. This study formed part of a larger study (Moodley, 2010). Data was collected using one pilot study and 4 focus group discussions. Participants were students (aged 18- 24 years) at a Further Education and Training (FET) college in Cape Town, South Africa. The discussions yielded the following themes concerning the promotion of sexual health campaigns, with particular reference to Social Marketing principles: target audience segmentation, product/message (safe sex promotion), place considerations (where individuals will access the programme products and services), and promotion campaigns (advertising or any other communication strategy used to spread the message). Sub-themes are also discussed. Findings of this study could be used to inform the development and implementation of effective health promotion programmes using the elements of social marketing theory. DOI: 10.5901/mjss.2014.v5n7p589
Highlights
Sub-Saharan Africa is the most affected by HIV/AIDS with an estimated 25.4 million people living with the disease and approximately 3.1 million new infections having occurred in 2004
Researchers (Hartell, 2005; Peltzer, et al, 2012) advise that current health promotion programmes need to be revised since the future course of the HIV/AIDS pandemic seems to hinge on the behaviours that young people adopt earlier in their lives
The researcher unambiguously conducted the research having an open mind and focused on participants’ views. These findings were categorized according to some core principles and elements of social marketing theory and are listed in the table below
Summary
Sub-Saharan Africa is the most affected by HIV/AIDS with an estimated 25.4 million people living with the disease and approximately 3.1 million new infections having occurred in 2004. Health promotion programmes seem to have had little influence on behaviour change among South African youth (Hartell, 2005; Peltzer, Munchu & Tutshana, 2012) This view is reflected in estimates as high as 10% of South Africans in the age cohort 15-24, being infected with HIV/AIDS (NSP, 2007). Researchers (Hartell, 2005; Peltzer, et al, 2012) advise that current health promotion programmes need to be revised since the future course of the HIV/AIDS pandemic seems to hinge on the behaviours that young people adopt earlier in their lives. It is against this background that the researcher decided to investigate FET students’ views on sexual health promotion programmes
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