title: Evaluating the Persuasiveness of an HIV Mass Communication Campaign Using Gain-Framed Messages and Aimed at Creating a Superordinate Identity.
abstract: This research assesses the coverage and impact of "United Against AIDS," the 2012-2013 Italian National HIV/AIDS prevention campaign to promote safer sex behavior and voluntary HIV counseling and testing. The campaign used gain-framed messages and aimed at creating a superordinate identity. We conducted two studies. The first study employed a quasi-experimental design involving three groups of participants: general population (n = 858), men who have sex with men (MSM; n = 109), and migrants (n = 211). In the second study, we carried out a time-series design to analyze the archival data of the Italian National AIDS Help-Line. Exposure to the campaign was reported by 78.3%, 67.5%, and 57.8% of the general population, MSM, and migrant respondents, respectively. The probability of having unprotected sexual intercourse with multiple partners decreased significantly in the subsample of the general populations that was exposed to the campaign (compared to the nonexposed participants), but the same effect was not found among MSM and migrant participants. The probability of having unprotected sexual intercourse with someone of unknown HIV status decreased after the campaign in the exposed MSM subsample (compared to the nonexposed participants), but the same effect was not found among the general population and migrant participants. In addition, the probability of undertaking HIV testing increased significantly in the exposed participants belonging to the general population but not among MSM and migrant participants. Time-series analysis revealed that the number of calls at the Italian National AIDS Help-Line significantly increased during the campaign. This research provides evidence that the effect of the campaign was complex and varied across participants.
authors: a Department of Psychology , University of Bologna, Italy.
authors: Gabriele
authors: G
authors: Prati
authors: a Department of Psychology , University of Bologna, Italy.
authors: Davide
authors: D
authors: Mazzoni
authors: a Department of Psychology , University of Bologna, Italy.
authors: Elvira
authors: E
authors: Cicognani
authors: a Department of Psychology , University of Bologna, Italy.
authors: Cinzia
authors: C
authors: Albanesi
authors: a Department of Psychology , University of Bologna, Italy.
authors: Bruna
authors: B
authors: Zani
mesh_terms: D017280:Condoms / Q000706:statistics & numerical data; D003376:Counseling / Q000706:statistics & numerical data; D005260:Female; D015658:HIV Infections / Q000517:prevention & control* / Q000523:psychology / Q000635:transmission; D006293:Health Promotion; D020010:Heterosexuality / Q000523:psychology; D018451:Homosexuality, Male; D006801:Humans; D007558:Italy; D008297:Male; D008402:Mass Media / Q000706:statistics & numerical data*; D008875:Middle Aged; D010565:Persuasive Communication; D012309:Risk-Taking; D021841:Safe Sex; D011795:Surveys and Questionnaires; D014171:Transients and Migrants