Ad Council's AIDS Campaign (A): Advertising Strategy

V. Kasturi  Rangan; Janet  Montgomery

Case | HBS Case Collection | April 1990 (Revised January 1993)

Ad Council's AIDS Campaign (A): Advertising Strategy

by V. Kasturi Rangan and Janet Montgomery

Abstract

Ad Council wished to run an educational campaign aimed at preventing the spread of AIDS. They were challenged to find acceptable ways to address this very sensitive subject matter--ways that the media and the public would approve. One of the big challenges was to make the word "condom" acceptable to the TV networks as condom use can prevent the spread of the HIV virus. The case gives a brief explanation of the disease and the reasons why Ad Council felt this campaign was necessary. Also outlines the target groups selected and basic strategy. The primary question is "How will this campaign get media approval?"

Keywords: Advertising; Goals and Objectives; Social Marketing; Corporate Social Responsibility and Impact; Success; Problems and Challenges; Social Issues; Health Industry;

Format: Print

19 pages

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Citation:

Rangan, V. Kasturi, and Janet Montgomery. "Ad Council's AIDS Campaign (A): Advertising Strategy." Harvard Business School Case 590-105, April 1990. (Revised January 1993.)