“Is it your concern?” perceived similarity and identification with the characters of the 2012–2013 Italian media campaign against AIDS

The 2012–13 Italian national campaign against HIV/AIDS was based on a video primarily targeted to women, youth, migrants, and gay men. Its conceptual basis was to encourage preventive behaviors by promoting people’s perceived similarity and identification with the video characters and communicating the message that AIDS is everyone’s concern. The aim of this study was to investigate how people belonging to the target groups reacted to the video and, more specifically, their comprehension of the message, their perceived similarity and identification with the characters, and the perceived efficacy of the video. Fourteen focus groups were conducted with 130 participants. Transcripts were analyzed through qualitative content analysis. Results showed that the core message was adequately understood. Participants perceived themselves as partially similar to the video characters but they did not strongly identify with them. Most participants did not consider the video as effective. Peculiarities of the four target groups are discussed.