University of Twente Student Theses


The internationalisation of an HIV/AIDS prevention campaign : the entertainment-education project Dance4Life

Tijhuis, A.G. (2006) The internationalisation of an HIV/AIDS prevention campaign : the entertainment-education project Dance4Life.

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Abstract:Dance4Life is an originally Dutch HIV/AIDS prevention campaign, with an innovative approach, which is related to all aspects of youth culture; their icons, media and favourite Music and dance. Dance4Life is a biennial project that consists of four program components; Schools4Life, Campaign4Life, TV4Life and Act4Life. For this research, the program components are analysed by the theories entertainment-education, peer education, celebrity endorsement and cultural shareability. In 2004, the first edition of Dance4Life took place in three countries. At this moment eleven countries around the world have expressed their interest in participating in 2006. The internationalisation of Dance4Life is important for the project, because it will receive network, learning and cost advantages. It is important to give a clear insight in the shareability of the program components to other countries: what adaptations of the project components are necessary and what problems may rise. Three countries have been selected for this research: Ireland, Russia and Tanzania. These countries have been researched thoroughly concerning the different program components and other relevant external factors to establish Dance4Life successfully over there. To establish a Dance4Life project in any given country, it has to meet certain criteria. These evaluation criteria will predict which program component will succeed or fail.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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