Media Campaigns- Keating

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  • Created on: 10-04-14 09:33
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To assess the extent to which a mass media campaign (VISION) focusing on reproductive health and HIV/AIDS prevention
resulted in increased awareness and prevention of HIV/AIDS.
METHOD: Self-report (Questionnaire and interviews)
Stratified sample of 3278 PPs aged 15-49, from various ethnic groups represented in 3 Nigerian states were interviewed and
responded to a questionnaire. Mean age= 28, 60% were married, mean number of sexual partners= 1.2, Muslims and
Christians interviewed. Verbal informed consent was given from the selected PPs. PPs chosen from 15 government areas
within the states, one individual was chosen at random from the people aged 15-49 in each household out of the 27-28
households picked at random from each area.
Trained interviewers collected the data using a questionnaire based on the national Demographic and Health Survey- this was
conducted in 2002 and 2004 and had additional questions on family planning, sexual activity and behaviours and exposure to
various media campaigns. Respondents asked if they had listened to specific radio programmes, seen specific TV
programmes or HIV/AIDS newspaper ads or received advice from community health workers about HIV/AIDS. Outcome
measures came from closed questions on:
Have you ever talked with a partner about ways to prevent getting the virus that causes AIDS?
Can people reduce their chances of getting AIDS virus by using a condom every time they have sex?
Did you use a condom during your last sexual encounter?
Data was analysed through Chi square analysis and regression analysis
Males were exposed to more media programmes than women; women were exposed more to clinic based info
77% respondents listened to the radio at least once a week; 47% watched TV at least once a week
Exposure to VISION campaign was high; 59% exposed to at least one radio programme; 47% to printed ads
Outcome variables between 2002 and 2004 were small but those with high exposure to VISION were 1.5 times more likely
to than those with no exposure to discuss HIV/AIDS with a partner and over 2 times as likely to know that condom use
reduces risk of HIV infection. However the VISION programme had no effect on condom use in the last sexual encounter.
VISION was effective; reached a high proportion of target audience and increased awareness of HIV/AIDS. Also showed
different media are important channels of communication to different sections of population e.g. clinic based info can be
expected to reach females better than males. Increased knowledge on HIV/AIDS had no effect on condom use. More
information needed regarding as to where to purchase condoms with the information on HIV/AIDS.


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