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.
AirhihenbuwaC., & ObregonR. (2000). A critical assessment of theories/models used in health communication for HIV/AIDS. Journal of Health Communication, 5(Suppl.), 5–15.
2.
BryantJ.BrenerL.HullP., & TreloarC. (2010). Needle sharing in regular sexual relationships: An examination of serodiscordance, drug-using practices, and the gendered character of injecting. Drug and Alcohol Dependence, 107, 182–187.
3.
DoddsC. (2002). Messages of responsibility: HIV/AIDS prevention materials in England. Health: An Interdisciplinary Journal for the Social Study of Health, Illness and Medicine, 6(2), 139–171.
4.
DwyerR. (2008). Privileging pleasure: Temazepam injection in a heroin marketplace. International Journal of Drug Policy, 19(5), 367–374.
5.
DwyerR.FraserS., & TreloarC. (2011). Doing things together? Analysis of health promotion materials to inform hepatitis C prevention among couples. Addiction Research & Theory, 19(4), 352–361.
6.
EllardJ. (2007). “There is no profile it is just everyone”: The challenge of targeting hepatitis C education and prevention messages to the diversity of current and future injecting drug users. International Journal of Drug Policy, 18(3), 225–234. doi: 10.1016/j.drugpo.2006 /.08.001
7.
FraserS. (2004). “It's your life!”: Injecting drug users, individual responsibility and hepatitis C prevention. Health: An Interdisciplinary Journal for the Social Study of Health, Illness and Medicine, 8(2), 199–221.
8.
GlanzK.RimerB., & ViswanthK. (Eds.). (2008). Health behavior and health eduction: Theory, research and practice. San Francisco: John Wiley & Sons, Inc.
9.
GraceV. (1991). The marketing of empowerment and the construction of the health consumer: A critique of health promotion. International Journal of Health Services, 21(2), 329–343.
10.
GrierS., & BryantC. (2005). Social marketing in public health. Annual Review of Public Health, 26, 319–339.
11.
GriesbachD., & TaylorA. (2009). Educational interventions to prevent hepatitis C: A review of the literature and expert opinion. Edinburgh: Griesbach and Associates and The University of the West of Scotland.
12.
HarrisM.TreloarC., & MaherL. (2012). Staying safe from hepatitis C: Engaging with multiple priorities. Qualitative Health Research, 22(1), 31–42.
13.
KornerH., & TreloarC. (2003). Needle and syringe programmes in the local media: “Needle anger” versus “effective education in the community.”International Journal of Drug Policy, 15(1), 46–55.
14.
KreuterM.StrecherV., & GlassmanB. (1999). One size does not fit all: The case for tailoring print materials. Annals of Behavioral Medicine, 21(4), 276–283.
15.
KreuterM. W., & McClureS. (2004). The role of culture in health communication. Annual Review of Public Health, 25, 439–455.
16.
Mateu-GelabertP.TreloarC.CalatayudV. A.SandovalM.ZuriánJ. C. V.MaherL. (2007). How can hepatitis C be prevented in the long term?International Journal of Drug Policy, 18(5), 338–340. doi:10.1016/j.drugpo.2007.06.001
17.
MooreD. (2008). Erasing pleasure from public discourse on illicit drugs: On the creation and reproduction of an absence. International Journal of Drug Policy, 19(5), 353–358.
18.
National Cancer Institute. (2005). Theory at a glance: A guide for health promotion practice (2nd ed.). Washington, D.C.: National Institutes of Health.
19.
National Centre in HIV Epidemiology and Clinical Research. (2006). Hepatitis C Virus Projections Working Group: Estimates and projections of the hepatitis C virus epidemic in Australia 2006. Sydney, AU: University of New South Wales.
20.
NoarS.BenacC., & HarrisM. (2007). Does tailoring matter? Metaanalytic review of tailored print health behavior change interventions. Psychological Bulletin, 133(4), 673–693.
21.
NutbeamD., & HarrisE. (2004). Theory in a nutshell: A practical guide to health promotion theories. North Ryde, AU: McGraw-Hill Pty Ltd.
22.
O'MalleyP., & ValverdeM. (2004). Pleasure, freedom and drugs: The uses of pleasure in liberal governance of drug and alcohol consumption. Sociology, 38(1), 25–42.
23.
PerfrementP. (2003). Health literacy, health promotion and hepatitis C—Broadening the education agenda. The Australian Health Chronicle, 1, 21.
24.
PetragliaJ. (2009). The importance of being authentic: Persuasion, narration and dialogue in health communication and education. Health Communication, 24(2), 176–185.
25.
RazaliK.TheinH.BellJ.Cooper-StanburyM.DolanK.DoreG.GeorgeJ. (2007). Modelling the hepatitis C virus epidemic in Australia. Drug and Alcohol Dependence, 91(2–3), 228–235.
26.
RhodesT. (2009). Risk environments and drug harms: A social science for harm reduction approach. International Journal of Drug Policy, 20, 193–201.
27.
RhodesT.SingerM.BourgoisP.FriedmanS. R., & StrathdeeS. A. (2005). The social structural production of HIV risk among injecting drug users. Social Science and Medicine, 61(5), 1026–1044. doi: 10.1016/j.socscimed.2004.12.024
28.
RhodesT., & TreloarC. (2008). The social production of hepatitis C risk among injecting drug users: A qualitative synthesis. Addiction, 103(10), 1593–1603.
29.
SmallW.RhodesT.WoodE., & KerrT. (2007). Public injection settings in Vancouver: Physical environment, social context and risk. International Journal of Drug Policy, 18(1), 27–36.
30.
TempalskiB., & McQuieH. (2009). Drugscapes and the role of place and space in injection drug use-related HIV risk environments. International Journal of Drug Policy, 20(1), 4–13. doi: 10.1016/j.drugpo.2008.02.002
31.
The Kirby Institute. (2012). HIV, viral hepatitis and sexually transmissible infections in Australia Annual Surveillance Report 2012. Sydney, AU: Author.
32.
TreloarC.LaybuttB.JaunceyM.van BeekI.LodgeM.MalpasG. (2008). Broadening discussions of “safe” in hepatitis C prevention: A close-up of swabbing in an analysis of video recordings of injecting practice. International Journal of Drug Policy, 19(1), 59–65. doi: 10.1016/j.drugpo.2007.01.005
33.
TreloarC.ValentineK., & FraserS. (2011). Social inclusion and hepatitis C: Exploring new possibilities for prevention. Expert Review Anti-Infective Therapy, 9(4), 397–404.
34.
WinterR.FraserS.BookerN., & TreloarC. (2011). Technical review of hepatitis C health promotion resources (Monograph 5/2011). Sydney: National Centre in HIV Social Research, The University of New South Wales.
