Evaluating the impact of the narrow cast marketing of 'Snake Condoms' to indigenous youth

Authors

Parri Gregory, Univeristy of WollongongFollow
Lyn J. Phillipson, University of WollongongFollow
Lance Barrie, University of WollongongFollow
Sandra C. Jones, University of WollongongFollow
Anna Validas, Convenience Advertising Australia

RIS ID

24718

Publication Details

Gregory, P., Phillipson, L., Barrie, J., Jones, S. C. & Validas, A. (2008). Evaluating the impact of the narrow cast marketing of 'Snake Condoms' to indigenous youth. In D. Spanjaard, S. Denize & N. Sharma (Eds.), Proceedings of the Australian and New Zealand Marketing Academy Conference (pp. 1-6). Sydney, Australia: Australian and New Zealand Marketing Academy.

Abstract

Originating in the Aboriginal community of Mildura, Victoria, the Snake Condom was first launched through collaboration between Marie Stopes Australia, the Victorian Aboriginal Community Controlled Health Organisation (VACCHO) and the Mildura Aboriginal Health Service. This paper presents results of a recent evaluation of the narrowcast component of this campaign. Overall, this evaluation reveals positive results regarding the effectiveness of the narrowcast component of the initiative and highlights the value of the inclusion of narrowcast promotion as part of a well developed social marketing campaign to address sensitive topics targeted at sub-groups of particular interest within the population.