Malaysian AIDS Council: The “PutItOn” campaign

Abstract

This case illustrates the issues pertaining to the "PutItOn" campaign promotion launched by the Malaysian AIDS Council (MAC). This case primarily discusses the social marketing challenges encountered by MAC with the task to promote intervention programs on condom use and women's safe sex practices to influence social change. However, promoting condom use is regarded as taboo and is not allowed to be mentioned in Malaysian mainstream mass media because of restrictions by the Communications and Multimedia Act. The government also cannot openly advocate condom use because of sociocultural sensitivity. In addition, some people might misinterpret promoting condom use as encouraging promiscuity. On the other hand, official statistics show that new HIV cases have shifted the trend from men to women in recent years, and the major factor for women infected by HIV was through sexual transmission. Dr. Suzi, communication manager of MAC, is in charge of the "PutItOn" campaign. She faced difficulty in increasing awareness among women about the campaign with the consideration of social and cultural issues. The campaign was launched in December 2014, but not many people seemed aware of this campaign after four months of its launch. The chairman of MAF, Dr. Roselina, advised her to come up with an effective promotional strategy for the "PutItOn" campaign by April. Dr. Suzi had only one month to devise a plan to solve the problem; otherwise, MAC has to close the campaign. Dr. Suzi was worried about the sociocultural pressure to promote the "PutItOn" campaign.