General Priorities Behavior we want Benefits Barriers Characteristics them to change Male; 45 years Financial benefit Create an over 18 Develop a may make old from bar; age limit; Makes good condoms Having a family; condoms available; reputation; available but Owning Limit the time people Make can’t make peaceful social can stay at his bar; money; people use environment Control excessive Have more condom; drinking clients; have underage a peace of drinking law is mind not upheld Discussion that followed this presentation: If you limit the time that people can drink they will go to another bar. The purpose of earlier bar closing times is to limit the amount of time they consume alcohol. If most bars close earlier than they do now people will be discouraged to go to different places and drink more. In the case of the bar owner, the benefits identified are very social rather than personal. People are very much concerned with their personal benefit, not whether the community likes him or not. So there needs to be some kind of personal benefit that may motivate him to change, maybe feeling like a good citizen or something along those lines. People will patron his bar if the owner has a good social reputation. Everybody likes a responsible and determined person. 8. Communication Objectives We separated the participants into groups based on the target priorities exercise. After the participants were in groups, we asked each group to think about the main communication objective for their particular target group. The group decided upon the following main three communication objectives: Awareness about link between alcohol and HIV risk exposure Enhance risk perception between the link Increase self-efficacy to do something the link The participants then put together communication objectives by target. This was accomplished by having each group think about the main reason that their target group excessively consumed (or consumed to the point where others felt harm), then the groups brainstormed the qualities of the target
General Characteristics Priorities Behavior we want them to change Benefits Barriers Male; 45 years old Financial benefit from bar; Having a family; Owning peaceful social environment Create an over 18 age limit; Makes condoms available; Limit the time people can stay at his bar; Control excessive drinking Develop a good reputation; Make money; Have more clients; have a peace of mind may make condoms available but can’t make people use condom; underage drinking law is not upheld Discussion that followed this presentation: If you limit the time that people can drink they will go to another bar. The purpose of earlier bar closing times is to limit the amount of time they consume alcohol. If most bars close earlier than they do now people will be discouraged to go to different places and drink more. In the case of the bar owner, the benefits identified are very social rather than personal. People are very much concerned with their personal benefit, not whether the community likes him or not. So there needs to be some kind of personal benefit that may motivate him to change, maybe feeling like a good citizen or something along those lines. People will patron his bar if the owner has a good social reputation. Everybody likes a responsible and determined person. 8. Communication Objectives We separated the participants into groups based on the target priorities exercise. After the participants were in groups, we asked each group to think about the main communication objective for their particular target group. The group decided upon the following main three communication objectives: Awareness about link between alcohol and HIV risk exposure Enhance risk perception between the link Increase self-efficacy to do something the link The participants then put together communication objectives by target. This was accomplished by having each group think about the main reason that their target group excessively consumed (or consumed to the point where others felt harm), then the groups brainstormed the qualities of the target
alcohol_communication_strategy_design_workshop_report.docx