A 10-year systematic review of HIV/AIDS mass communication campaigns: Have we made progress?
The purpose of the current study was to conduct a 10-year systematic review of HIV/AIDS mass communication campaigns focused on sexual behavior, HIV testing, or both (1998-2007) and to compare the results with the last comprehensive review of such campaigns, conducted by Myhre and Flora (2000). A comprehensive search strategy yielded 38 HIV/AIDS campaign evaluation articles published in peer-reviewed journals, representing 34 distinct campaign efforts conducted in 23 countries. The articles were coded on a variety of campaign design and evaluation dimensions by two independent coders. Results indicated that compared with the previous systematic review (1986-1998 period), campaigns increasingly have employed the following strategies: (1) targeted defined audiences developed through audience segmentation procedures; (2) designed campaign themes around behavior change (rather than knowledge change); (3) used behavioral theories; (4) achieved high message exposure; (5) used stronger research designs for outcome evaluation; and (6) included measures of behavior (or behavioral intentions) in outcome assessments. In addition, an examination of 10 campaign efforts that used more rigorous quasi-experimental designs revealed that the majority (8 of 10) demonstrated effects on behavior change or behavioral intentions. Despite these positive developments, most HIV/AIDS campaigns continue to use weak (i.e., preexperimental) outcome evaluation designs. Implications of these results for improved design, implementation, and evaluation of HIV/AIDS campaign efforts are discussed.
Noar
Seth M
SM
Department of Communication, University of Kentucky, Lexington, Kentucky 40506-0042, USA. snoar2@uky.edu
Palmgreen
Philip
P
Chabot
Melissa
M
Dobransky
Nicole
N
Zimmerman
Rick S
RS
D000163:Acquired Immunodeficiency Syndrome / Q000517:prevention & control / Q000523:psychology; D015658:HIV Infections / Q000517:prevention & control* / Q000523:psychology; D006293:Health Promotion; D006801:Humans; D008402:Mass Media; D010506:Periodicals as Topic / Q000706:statistics & numerical data; D040242:Risk Reduction Behavior; D012725:Sexual Behavior; D040241:Social Marketing