This case study examines the effective use of persuasion techniques to raise awareness of sexual disease HIV/AIDS in Singapore, and to get its target publics to stand up against this issue. It looks into its audiences' pre-existing attitudes towards sexual diseases, and the attitudinal and behavioural changes in the public it aims to achieve. The campaign employs the use of repetition and two-sided messages as tools of persuasion in its attempt to reach out to its audience. Other factors that have contributed significantly to the success of this campaign include the use of media placements in both broadcast and print media and source credibility.
The first case of HIV infection in Singapore was reported in 1985. (World Health Organisation, statistic). According to the Ministry of Health, HIV Statistic has shown a rapid increase of Singaporeans contracting HIV/AIDS in 1991 to 1998 before stabilizing in 1999. From 1999 to 2007, the number of people contracting the sexually transmitted disease had lowered year by year and among those tested HIV positive, 94% were males.
As for women, "one in two women who came down with HIV last year was aged between 20 and 39, so Action for AIDS believes this group of young women are most vulnerable." (http://channelnewsasia.com/stories/singaporelocalnews/view220323/1/.html).
Another survey was also conducted by Action for AIDS in 2006. They concluded that Singaporeans have a high awareness of HIV/AIDS and how it is transmitted. Therefore, indicating a slight decrease of HIV positive on the yearly statistic report.
The Action for AIDS awareness campaigns are launched by a voluntary community, a non-government organisation. The purpose of this community is to educate the public with knowledge and information with regards to the diseases as well as to encourage safe sex to prevent transmission of HIV/AIDS to the vulnerable group.