College Students’ Views on Health Promotion Programmes for Safer -Sexual Practices: A Social Marketing Construct

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