Authenticity and Diversity: Enhancing Australian Hepatitis C Prevention Messages

Author:

Winter Rebecca,Fraser Suzanne,Booker Norman,Treloar Carla

Abstract

Despite two decades of prevention activities and education, rates of hepatitis C infection remain high among people who inject drugs. In this article we draw on the findings of an extensive review of the content of print hepatitis C prevention materials circulating in Australia, examining these data in light of Petraglia's (2009) theory of “authenticity” in social marketing. We identify three main areas in which resources could be redesigned: closer attention to language and terminology, a critical engagement with common concepts of the individual, and more acknowledgement of the role of social and structural factors in shaping injecting practice. To achieve a stronger sense of authenticity, and in turn become more equitable and efficient, future resources could address these issues using insights from social marketing literature.

Publisher

SAGE Publications

Subject

Law,Public Health, Environmental and Occupational Health,Health Policy,Health (social science)

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