Speed of Innovation in DOI

Group members:Le Thi Van An - s3260612Doan Thi Cam Nhung - s3297019

Lecturer:Duong Trong Hue

The application of the

speed of Innovation in DOI

Presentation Structure

• Review

• Case study about HIV/AIDS prevention

• Discussion

Activity

5 Characteristics of Innovation

http://www.google.com.vn/imgres?q=student+question&um=1&hl=vi&sa=N&rlz=1R2ADSA_enVN358&tbm=isch&tbnid=UbREyHU28J6R1M:&imgrefurl

Relative advantage – is the _______ to which an innovation is perceived as ______ than the idea it supersedes. The degree of relative advantage may be measured in economic terms, but ______________, convenience, and ____________ are also important factors.

Compatibility – is the degree to which an innovation is perceived as being __________

with the ________ values, ______ experience, and ______ of potential adopters.

Complexity – is the degree to which an innovation is perceived as _________ to

understand and use.

Trialability – is the degree to which an innovation may be _____________ with

on a limited basis.

Obserability – is the degree to which the results of an innovation are ______ to

others. The _______ it is for individuals to see the results of an innovation, the ______ likely they are to adopt it.

REVIEW

degree better

social prestige satisfaction

consistent

existing past needs

difficult

experimented

visible

easier more

Rogers (2003)

Case study: HIV/AIDS prevention

HIV/AIDS prevention

Needle exchange

ABCs(Abstinence, Being

faithful, and Condom use)

Source: http://www.expandmywealth.com/ Source: ecardmedia.eu

HIV/AIDS

HIV/AIDS

HIV/AIDS HIV

/AIDS

HIV/AIDS

HIV/AIDS

HIV/AIDS

HIV/AIDS

HIV/AIDS

HIV/AIDS

HIV/AIDS

HIV/AIDS

HIV/AIDS

HIV/AIDS

HIV/AIDS

HIV/AIDS

1990 - 8 million people



> 30 million have died

> 90 percent in the developing world (Globalhealth.org)

85% of HIV transmission is heterosexual (Sharma 2010)


➯ Importance of ABCs as the preventive innovation

What is a preventive innovation?

“An idea that an individual adopts at one point in time in order to lower the probability that some future unwanted event may occur.”

Rogers (2003)


ABCs• An preventive innovation aiming to reduce the spread of

HIV/AIDS

• Created by the Filipino Secretary of Health

• Prevent HIV/AIDS based on sexual transmission

A – Abstain: abstain from sex

B - Being faithful: being faithful if you not abstain

C – Condom: Use condom if you are not faithful

(‘The ABC of HIV prevention’ n.d.)


STOP AIDS

In 1984, the campaign developed in San Francisco Target gay community Using influential membership within gay population to spread HIV

information Success - achieved 30.000 gay men participated within 3 years

(‘About Stop AIDS’ 2011)

http://www.dipity.com/lguerrac/personal/


DOI and the success of the campaign

• Opinion leaders/ early adopters

• Communication channels

• Characteristics of the SF’s gay community


Topic for discussion:

Do you think that ABCs will be successful when it comes to developing countries? Give your answer base on the 5 elements of the innovation in DOI theory.


Evaluation based on the 5 elements:

• Relative Advantage

• Compatibility

• Complexity

• Triability

• Observability


Reference‘ABC of HIV prevention’ n.d., International HIV and AIDS charity, viewed 18 August 2011, <http://www.avert.org/abc-hiv.htm>.

‘About Stop AIDS’ 2011, STOP AIDS project, viewed 18 August 2011, <http://stopaids.org/about>.

AVERTing HIV and AIDS, AIDS, viewed 14 August 2011, <http://www.avert.org/aids.htm>. AVERTing HIV and AIDS, AIDS Timeline, viewed 14 August 2011, <http://www.avert.org/aids-timeline.htm>.

Bertrand, J 2004, ‘Diffusion of Innovation and HIV/AIDS’, Journal of Health Communication, vol. 9, pp. 113-121.

Global Health Council, The Impacts of HIV/AIDS, viewed 15 August 2011, <http://www.globalhealth.org/hiv_aids/?gclid=CML4qq_v1aoCFaQF4godeFJf6Q#top>.

Rogers, M 2003, Diffusion of Innovations,5th edn, Free Press, New York, pp. 229-258.

Sharma, S 2010, ‘HIV/AIDS’, E-medicine Health, 7 July, viewed 15 August 2011, <http://www.emedicinehealth.com/hivaids/article_em.htm>.

Thank you for listening!

Health & Medicine

Speed of Innovation in DOI