Social Marketing Applied to HIV/AIDS Prevention: The Case of a Five-Year Governmental Response in Portugal

  • Beatriz CasaisEmail author
  • João F. Proença
  • Henrique Barros
Part of the Management for Professionals book series (MANAGPROF)


HIV infection has been a concerning health issue prioritised by health governmental institutions that has required the development of public health policies with an integrated social marketing intervention in an upstream dimension. A behaviour change strategy should invest in segmented communication for priority targets, in partnership with multiple stakeholders.

This case explores and discusses the integrated social marketing programme developed by the Portuguese Ministry of Health to prevent HIV/AIDS in the period 2006–2011 and its long-term evaluation in behaviour change, comparing data from 2005 and 2017. This case shows the initial diagnosis; the social marketing strategy developed for different targets in partnership with civil society organisations, following a variety of theoretical frameworks; and effectiveness evaluation in epidemic outcomes. A guide is provided with questions for discussion.


Public health Health promotion Public policy Social marketing HIV/AIDS prevention 



Beatriz Casais was the social marketing manager of the Portuguese National AIDS Coordination during the period the case respects to. João F. Proença gratefully acknowledges financial support from FCT-Fundação para a Ciência e Tecnologia (Portugal), national funding through research grant UID/SOC/04521/2013. Henrique Barros was the Portuguese National AIDS Coordinator during the period the case respects to.


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Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  • Beatriz Casais
    • 1
    • 2
    • 3
    Email author
  • João F. Proença
    • 4
    • 5
  • Henrique Barros
    • 6
  1. 1.University of Minho, School of Economics and ManagementBragaPortugal
  2. 2.Polytechnic Institute of Cávado and AveBarcelosPortugal
  3. 3.IPAM Porto – Universidade EuropeiaPortoPortugal
  4. 4.Faculty of EconomicsUniversity of PortoPortoPortugal
  5. 5.ADVANCE/CSG, ISEGUniversity of LisbonLisbonPortugal
  6. 6.Institute of Public HealthUniversity of PortoPortoPortugal

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