Authenticity and Diversity: Enhancing Australian Hepatitis C Prevention Messages:

摘要: The hepatitis C virus (HCV) affects approximately 220,000 Australians (The Kirby Institute, 2012) and to date there is no vaccine available prevent transmission. While improvements in treatment have been achieved over the last decade, prevention remains a primary focus of Australian policy, context around 10,000 new infections each year (Razali et al., 2007). In Australia, disproportionately people who inject drugs; almost 90% all are attributed unsafe injecting (National Centre HIV Epidemiology Clinical Research, 2006; Razali Prevention interventions therefore primarily targeted at drugs. Along with distribution sterile equipment, provision information aiming increase knowledge, transmission, has cornerstone preventive response Australia.Given that incidence infection continues an unacceptable rate, success previous health promotion campaigns modest. light this, these require careful review. this article we draw on data collected for large social research project marketing theories "authenticity," small body critical work currently field. We identify three main areas which resources could be redesigned: closer attention language terminology, engagement common concepts individual, more acknowledgement role structural factors shaping practice. addressing issues, could, following literature explore, achieve stronger sense authenticity readers, turn become effective.BackgroundOver half century, approaches relied motivating individuals change their behavior through education communication (Glanz, Rimer, & Viswanth, 2008; National Cancer 2005; Nutbeam Harris, 2004). These strategies assume targets rational decision makers able follow linear path from awareness attitude action (Airhihenbuwa Obregon, 2000). Information provision, or communication, conducted basis will conduct when armed certain kinds information. Such criticized many counts: reliance construct maker; emphasis individual; failure recognize forces, including material deprivation stigma, conduct; blindness emotion choices needs 2000; Dodds, 2002; Fraser, 2004; Grace, 1991). Further, it argued "limited ... by paradigm 'expert' professional making decisions about what presented" (Perfrement, 2003, p. 21). Although adult learning principles incorporated into field during 1980s increased consumer involvement, they often failed account complexities individual agency provide access necessary enact recommended 2003).The criticisms leveled generally also found drug use risk. Research shown ability adopt safer practices mediated structural, social, environmental, as well personal emotional, factors. All these, argued, need borne mind framing effective messages (Bryant, Brener, Hull, Treloar, 2010; Dwyer, 2011; Ellard, 2007; Rhodes, 2009; Singer, Bourgois, Friedman, Strathdee, Rhodes Small, Wood, Kerr, Tempalski McQuie, 2009). …