Contribution to a socio-cultural approach

Culture influences not only how we act and perceive things, but also how we want others to perceive us. The impact of culture on people's value systems can affect the fate of a prevention campaign. Helping young people to adopt responsible sexual behavior, for example, is a deeply rooted idea with distinct cultural meanings that must be understood by social marketers before any communication plan is introduced. For example, the marketing of condoms or abstinence will not necessarily be the same for all socio-economic groups. Indeed, what is accepted in one culture may be taboo in another, as in the case of condoms among the Muslim population; acceptance or rejection of the message is predetermined by cultural prejudice. Knowledge of AIDS and adoption of preventive methods may be influenced by religion, ethnic factors and level of education.