From Me to We: Building Empathy-Based Communication, a Strategy to Expand GueBisa's Target Audience.
Turning opposing communicants into comrades, GueBisa expanded the target audience to reach the wider public and gain more support.
GueBisa is a platform created to support people living with HIV (PLHIV) by contact through website and social media. This platform was originally built to target urban youth who are tested positive. Gue Bisa provides free accessible information revolving HIV/AIDS to the PLHIV. In basicludo, we saw that Guebisa's activities should also support and receive support from non-PLHIV people. For that, we designed a communication strategy to also reach those who are not PLHIV.
CASE
"GueBisa's exclusive communication strategy for PLHIV has limited its range of motion when in fact, GueBisa has a strong potential to also reach the non-PLHIV crowd."As an information service provider around HIV/AIDS, Gue Bisa faces a number of challenges in managing its brand, namely tracking the users' actions after accessing the Guebisa platform. From this fact, Basicludo then conducted an assessment to track the roots of GueBisa's issues Guebisa. Interestingly, we discovered that the Guebisa platform, initially intended for PLHIV, turns out to be accessed by non-PLHIV. This means that GueBisa has the potential to gain wider support.
Referring to our data-driven principle, we then re-examined this potential through research in the form of surveys and Focus Group Discussions (FGD) to measure the expectations of PLHIV and non-PLHIV on the Guebisa platform. We found that those who lacked information were more likely to give negative stigma to PLHIV. From this finding alone, we see the need to reach out to non-PLHIV. This is because the involvement of non-PLHIV can actually promote information about HIV/AIDS to become public knowledge. More exposure to the information can mean a reduction of negative stigma against PLHIV.
INSIGHT
"GueBisa needs to reach the wider audience stop the circulation of stigma."Expanding the target communicant is the first step in the "Move Me to We" strategy that we developed for Guebisa. By targeting the non-PLHIV public, the support channels for the PLHIV public also improve, along with the support for the Guebisa platform. To achieve this, Guebisa needs to shift to a more holistic communication strategy to also cater the new target audience.
Generally, there are three things that we recommend to combat the challenges faced by Guebisa. First, Gue Bisa needs to provide a platform that is easily accessible to both PLHIV and non-PLHIV audiences. Second, information about HIV/AIDS needs to be split into three categories to suit the needs of platform visitors, namely basic, intermediate, and advanced. Third, the information provided by Gue Bisa needs to be inclusive and relevant so that it can eventually merge into daily conversations. When these three things are applied coherently, then GueBisa receives an effective communication strategy to reach to the new public.
RESULT
"Starting out as a platform, GueBisa has the potential to develop into an Intellectual Property (IP) brand that fights for access to information about HIV/AIDS."The two-way communication between basicludo and Guebisa has helped us find the best solution for this platform. We also create this dynamic whenever we work with other non-profit brands.
Seeing the potential that Guebisa has, we are very confident that this platform can develop into an IP brand in literacy and advocacy around HIV/AIDS. Especially with the new GueBisa positioning, which targets PLHIV and non-PLHIV. The accumulation of support from both parties can be a strength and capital for Guebisa to erase the negative stigma towards PLHIV.
Another thing that has also caught our attention is the change in the Guebisa team in understanding and seeing their target audience. The internal team of Guebisa no longer only sees the target audience from the side of people living with HIV, but also non-PLWV people. Both have an equally important role in amplifying issues as well as information about HIV/AIDS so that it no longer becomes a stigma. GueBisa as a brand can now see problems in a wider landscape so as to be able to find the best solution.