Personal involvement of young people in HIV prevention campaign messages: the role of message format, culture, and gender.
To examine young people's reactions to and understanding of HIV prevention messages developed for MTV's global HIV prevention campaign Staying Alive, videotaped campaign materials were shown to focus group discussion (FGD) participants living in urban areas of Brazil, Kenya, Nepal, and Senegal. Responses related to "personal involvement" with the message were identified in the data from these FGDs and were examined in relationship to the emerging message themes, the message format (public service announcements [PSAs] vs. documentary), cultural context (site), and participant gender. Across groups, greater personal involvement (measured by personal connections, emotional reactions, and lessons learned) was found in responses about the documentary format compared to the PSA format. Exceptions were found for specific PSAs that were considered more relevant within specific gender or cultural contexts. Implications of findings for global campaigns were considered.
Geary
Cynthia Waszak
CW
Family Health International, Research Triangle Park, North Carolina 27709, USA. cgeary@fhi.org
Burke
Holly M
HM
Johnson
Laura
L
Liku
Jennifer
J
Castelnau
Laure
L
Neupane
Shailes
S
Niang
Cheikh
C
D000293:Adolescent; D000328:Adult; D001938:Brazil; D003256:Community Participation; D003431:Cross-Cultural Comparison; D003906:Developing Countries; D005260:Female; D017144:Focus Groups; D015658:HIV Infections / Q000517:prevention & control* / Q000523:psychology / Q000635:transmission; D006266:Health Education / Q000379:methods*; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D007630:Kenya; D008297:Male; D009390:Nepal; D010565:Persuasive Communication; D012675:Senegal; D012737:Sex Factors; D012945:Social Values; D013690:Television; D014743:Videotape Recording