Effective advertising for non-profit charities : how humanisation, proximal distance, and facial expression affects donations.

The purpose of this research is to determine how proximal distance, humanisation, and emotion in non-profit advertising affects donation intention, attitude towards the advertisement, attitude towards the charity, and willingness to recommend the charity to a friend. The study also tested for a difference in donation intention between high and low levels of religiosity and between regular donors and those who do not make regular donations to non-profit charities. The research sampled participants from New Zealand churches and American Mechanical Turk (MTurk) workers, using Turk Prime. This study used a mainstream quantitative approach through an online survey. The study was a 2 x 2 x 3 between-subjects factorial design. The independent variables were proximal distance (low or high), emotion (sad or happy) and humanisation (No, low, or high). The dependent variables were donation intention, attitude towards the advertisement, attitude towards the charity and willingness to recommend the charity. A MANCOVA was conducted to test the interactions between the independent and the dependent variables, while controlling for covariate variables. Independent-sample t-tests were also conducted to test for differences in donation intention. While the majority of the results were not statically significant, there was, in the New Zealand church sample, a statically significant interaction between humanisation and emotion on the willingness to recommend the charity to a friend. Emotion also had a statistically significant effect on attitude towards the charity and level of recommendation. The covariate guilt was statistically significant and interacted with attitude towards the charity and recommendation. In the MTurk sample, donation intention was higher for high levels of cognitive and affective religiosity. There was also a significant difference in donation intention between those who regularly give to charity, and those who do not. The implications of these results are discussed and are followed by the research implications, limitations, and areas for future research

Prevalence and Clinical Outcomes of Poor Immune Response Despite Virologically Suppressive Antiretroviral Therapy Among Children and Adolescents With Human Immunodeficiency Virus in Europe and Thailand: Cohort Study

BACKGROUND: In human immunodeficiency virus (HIV)-positive adults, low CD4 cell counts despite fully suppressed HIV-1 RNA on antiretroviral therapy (ART) have been associated with increased risk of morbidity and mortality. We assessed the prevalence and outcomes of poor immune response (PIR) in children receiving suppressive ART. METHODS: Sixteen cohorts from the European Pregnancy and Paediatric HIV Cohort Collaboration (EPPICC) contributed data. Children <18 years at ART initiation, with sustained viral suppression (VS) (≤400 copies/mL) for ≥1 year were included. The prevalence of PIR (defined as World Health Organization advanced/severe immunosuppression for age) at 1 year of VS was described. Factors associated with PIR were assessed using logistic regression. Rates of acquired immunodeficiency syndrome (AIDS) or death on suppressive ART were calculated by PIR status. RESULTS: Of 2318 children included, median age was 6.4 years and 68% had advanced/severe immunosuppression at ART initiation. At 1 year of VS, 12% had PIR. In multivariable analysis, PIR was associated with older age and worse immunological stage at ART start, hepatitis B coinfection, and residing in Thailand (all P ≤ .03). Rates of AIDS/death (95% confidence interval) per 100 000 person-years were 1052 (547, 2022) among PIR versus 261 (166, 409) among immune responders; rate ratio of 4.04 (1.83, 8.92; P < .001). CONCLUSIONS: One in eight children in our cohort experienced PIR despite sustained VS. While the overall rate of AIDS/death was low, children with PIR had a 4-fold increase in risk of event as compared with immune responders

Prevalence and Clinical Outcomes of Poor Immune Response Despite Virologically Suppressive Antiretroviral Therapy Among Children and Adolescents With Human Immunodeficiency Virus in Europe and Thailand: Cohort Study

International audienceIn human immunodeficiency virus (HIV)-positive adults, low CD4 cell counts despite fully suppressed HIV-1 RNA on antiretroviral therapy (ART) have been associated with increased risk of morbidity and mortality. We assessed the prevalence and outcomes of poor immune response (PIR) in children receiving suppressive ART