title: Comparative cost-effectiveness of the components of a behavior change communication campaign on HIV/AIDS in North India.
abstract: Numerous studies show that exposure to entertainment-education-based mass media campaigns is associated with reduction in risk behaviors. Concurrently, there is a growing interest in comparing the cost-effectiveness of HIV prevention interventions taking into account infrastructural and programmatic costs. In such analyses, though few in number, mass media campaigns have fared well. Using data from a mass media communication campaign in the low HIV prevalence states of Uttar Pradesh, Rajasthan, and Delhi in Northern India, in this article we examine the following: (1) factors that mediate behavior change in different components of the campaign, comprising a TV drama, reality show for youth audiences, and TV spots; (2) the relative impact of campaign components on the behavioral outcome: condom use; and (3) the cost-effectiveness calculations arising from this analysis. Results suggest that recall of the TV spots and the TV drama influences behavior change and is strongly associated with interpersonal communication and positive gender attitudes. The TV drama, in spite of being the costliest, emerges as the most cost-effective component when considering the behavioral outcome of interest. The analysis of the comparative cost-effectiveness of individual campaign components provides insights into the planning of resources for communication interventions globally.
authors.affiliation: Johns Hopkins Bloomberg School of Public Health, Center for Communication Programs (JHU/CCP), Baltimore, Maryland 21202, USA. ssood@jhuccp.org
authors.forename: Suruchi
authors.initials: S
authors.lastname: Sood
authors.forename: Devaki
authors.initials: D
authors.lastname: Nambiar
mesh_terms: D000163:Acquired Immunodeficiency Syndrome / Q000191:economics / Q000517:prevention & control; D000328:Adult; D003362:Cost-Benefit Analysis; D005260:Female; D015658:HIV Infections / Q000191:economics / Q000517:prevention & control*; D015438:Health Behavior; D019538:Health Care Surveys; D007722:Health Knowledge, Attitudes, Practice; D006293:Health Promotion / Q000191:economics* / Q000379:methods; D006801:Humans; D007194:India; D008297:Male; D008402:Mass Media / Q000191:economics*; D010565:Persuasive Communication; D015397:Program Evaluation; D012307:Risk Factors; D040241:Social Marketing