A Proposed Health Campaign for AIDS in Thailand

¶ … Health Campaigns in Thailand

Today, Thailand is a Southeast Asia nation of 68 million people, most of whom are Buddhists (93.6%) who enjoy a strong free market economy, a modern infrastructure and an enviable average life expectancy of 74.5 years (Thailand, 2016). Nevertheless, Thailand is also ranked 15th in the world the prevalence of AIDS, and there were 18,400 AIDS-related deaths in 2014 (Thailand, 2016). Although this rate is a significant decrease from the 55,000 AIDS-related deaths experienced in 2001, Thailand still faces a serious AIDS problem that defies easy solutions given the country's high levels of sex workers and human trafficking (Kobutani & Engstrom, 2009). To help address this serious public health issue, this paper proposes a slogan and associated health message for use in the development of an AIDS health campaign in Thailand together with supporting rationale and an explanation concerning the factors and considerations that most influenced this slogan and message. Finally, a description of proposed health campaign communication channels, the rationale in support of their selection and potential barriers is followed by a summary of the research and important findings about this timely health campaign in the conclusion.

Slogan and health message for use in the development of a health campaign and supporting rationale

The following brief slogan and associated health message will appear on mini-posters, banners in Thai government public health Web sites, and private sector social media networks committed to stemming the AIDS epidemic in Thailand.

Slogan: "Wear protection to prevent AIDS infection!"

Associated health message: "Condoms can help stop the spread of the AIDS virus. Get free condoms at your public health office."

This catchy slogan readily translates into Thai and is consistent with existing government AIDS programs as discussed below.

Explanation concerning the factors and considerations that most influenced the development of the slogan or health message

In response to the tens of thousands of AIDS-related deaths that were occurring each year, Thai public health authorities began distributing free condoms in the early 1990s, a practice that has helped to reduce, but not eliminate, the AIDS threat to Thai citizens in general and sex workers in particular (Treerutkuarkul, 2010). Following a spike in AIDS infection, the Thai government restarted the free condom distribution program (Treerutkuarkul, 2010).

Description of the health campaign communication channels, rationale and potential barriers

There are several cost-effective communication channels available for this health campaign, but perhaps the optimal approach would be to enlist the assistance of the nation's tens of thousands of Buddhist monks who visit each Thai household each morning soliciting food. These monks could easily hand out mini-posters with the above slogan and message to even the remotest villages because Buddhist temples are ubiquitous in Thailand and the majority of males serve some time as monks (this practice is not begging: Buddhists believe they earn metaphysical credit by giving the monks rice and other food each day, which is the only food they are allowed to eat and even this must be consumed before noon). Other potential communication channels for the health campaign include the aforementioned online resources as well as banners on the sides of city buses and the smaller, colorful "jeepnees" that are also everywhere.