hold the potential to reach a vast number of young people, empower individuals and change attitudes aboutHIV/AIDS prevention.
Concepts should offer new, mobile technology marketing tools that change the HIV prevention mind-set of GenY-aged individuals.Any type of marketing tool, service or product that may be delivered via mobile technology (examples includemobile phones, mobile web, text messaging, social networking) is acceptable. However, concepts should notrequire the user to access a computer. Concepts may include campaigns specifically designed for mobiledistribution. However, campaigns must lead to behavioral changes. Campaigns that raise money are not of interest.Concepts should not violate any applicable laws of privacy and/or make vulnerable any health recordinformation.Plans may focus on one country or region, or have a global reach, as long as, varying laws controlling privacy,access to information, etc. may be accommodated.Ideas may utilize strategic partnerships. The end user should not be charged to receive or take advantage of theprevention message. However, a fee for service is acceptable if the concept leverages an established for-feebusiness model, and the content delivery mechanism for that business model is already in place. (For example,specialized apps for the iphone, mobile web services).
Concepts should:* Describe message penetration: who will the plan reach and how large is the population segment* Justify your choice of marketing tool, given the population segment you are targeting* Explain how will the marketing tool change the HIV prevention mind-set and behavior of Gen Y individuals* Specify the mobile technology the plan will utilize* Describe the rollout strategy
*http://www.cdc.gov/hiv/resources/factsheets/youth.htm *http://www.examiner.com/x-391-Denver-Gay-Examiner~y2008m8d7-New-figures-from-the-CDC-Increase-in-HIV-infection-highest-among-youth *http://www.globalhealthfacts.org/topic.jsp?i=1# *http://www.who.int/globalatlas/predefinedReports/EFS2008/index.asp
*http://www.avert.org/global-hiv-prevention.htm *http://www.cdc.gov/hiv/resources/factsheets/#Prevention *http://berkeley.edu/news/media/releases/2008/05/08_HIV.shtml *http://socialmarketing.blogs.com/r_craiig_lefebvres_social/2008/08/behavior-change-should-be-prevention-strategy.html *http://www.nytimes.com/2008/08/06/health/research/06aids.html
Generation Y Attitude and Behavior