HIV/AIDS communication campaigns: progress and prospects.
The mass media have been the primary method for disseminating human immunodeficiency virus (HIV)/acquired immune deficiency syndrome (AIDS) prevention messages worldwide. In this article, we update previous reviews by systematically examining published articles (n = 41) of empirical evaluations of international HIV/AIDS prevention campaigns. Of the 41 studies identified, 17 countries are represented. In this review, we examine six components related to media campaign design and evaluation: target audience, communication channel(s), message content, campaign theme, exposure, and outcomes. Of the studies included in this sample, each one described the target audience; 93% reported on channel selection; 75% described message content; 63% mentioned a campaign theme; and 62% documented campaign exposure. We investigate also the extent to which HIV/AIDS prevention efforts have moved beyond media campaigns to comprehensive communitywide programs. We conclude that HIV/AIDS prevention efforts would benefit from: (1) better reporting of media campaign components and outcomes, (2) more systematic evaluation, (3) greater integration of theory, and (4) increased attention to communitywide intervention strategies.
Myhre
S L
SL
Stanford Center for Research in Disease Prevention, Stanford School of Medicine, Palo Alto, CA 94304, USA. sonja.myhre@netzero.net
Flora
J A
JA
D003142:Communication; D015658:HIV Infections / Q000517:prevention & control*; D006266:Health Education / Q000458:organization & administration*; D006801:Humans; D008402:Mass Media; D009313:National Health Programs; D017063:Outcome Assessment, Health Care