Publications & Reports

Authenticity and diversity: enhancing Australian hepatitis C prevention messages.

Winter RJ, Fraser S, Booker N, Treloar C


Despite two decades of prevention activities and education, rates of hepatitis C infection remain high among people who inject drugs. In this article we draw on the findings of an extensive review of the content of print hepatitis C prevention materials circulating in Australia, examining these data in light of Petraglia’s (2009) theory of “authenticity” in social marketing. We identify three main areas in which resources could be redesigned: closer attention to language and terminology, a critical engagement with common concepts of the individual, and more acknowledgement of the role of social and structural factors in shaping injecting practice. To achieve a stronger sense of authenticity, and in turn become more equitable and efficient, future resources could address these issues using insights from social marketing literature.

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  • Journal: Contemporary Drug Problems
  • Published: 01/07/2013
  • Volume: 40
  • Issue: 4
  • Pagination: 505-529


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