Document Type

Article

Publication Date

1-1-2009

Publication Title

Journal of Health and Mass Communication

Publisher

Marquette Books

Volume

1

Issue

2019-01-02

First page number:

11

Last page number:

39

Abstract

During the past two decades of the HIV/AIDS pandemic, several recruitment campaigns were designed to generate community involvement in preventive HIV vaccine clinical trials. These efforts utilized a blend of advertising and marketing strategies mixed with public relations and community education approaches to attract potential study participants to clinical trials (integrated marketing communications). Although more than 30,000 persons worldwide have participated in preventive HIV vaccine studies, no systematic analysis of recruitment campaigns exists. This content analysis study was conducted to examine several United States and Canadian recruitment campaigns for one of the largest-scale HIV vaccine trials to date (the “Step Study”). This study examined persuasive features consistent with the Elaboration Likelihood Model (ELM)including message content, personal relevance of HIV/AIDS and vaccine research, intended audiences, information sources, and other contextual features. The results indicated variation in messages and communication approaches with gay men more exclusively targeted in these regions. Racial/ethnic representations also differed by campaign. Most of the materials promote affective evaluation of the information through heuristic cueing. Implications for subsequent campaigns and research directions are discussed.

Keywords

HIV/AIDS; HIV vaccine; Health communication; Willingness to participate; Clinical trials

Disciplines

Clinical Trials | Immunology and Infectious Disease | Virology

File Format

pdf

File Size

642 KB

Language

English

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