Learning from Mass Media Campaigns for Hiv/Aids Prevention

Learning from view Media Campaigns for HIV/ back up Prevention Reviews of visual modality media sweats nourish a limited interest for me. They demonstrate what can be done, and as importantly, what can non be done, by relying on a 1P approach. I have talked about the 5% resolve before, and noted an opposite review of great deal media campaigns for changing health behaviors. This persuade focuses on the findings from a review of recent campaigns to prevent HIV/ aid. What is fire in this report are the similaritys it draws to reviews of earlier campaigns in this area as well as the current state of the art and science.The authors used seven-spot principles to guide their analysis (1) conducting formative investigate on and about the scratch audition (2) using theory as a conceptual buns (3) segmenting ones audience into meaningful subgroups (4) using a center origination approach that is targeted to the audience segment(s) (5) utilizing effective take widely viewed by and smooth-tongued with the target audience (6) conducting process valuation and ensuring high essence exposure and (7) using a sensitive outcome evaluation figure of speech that reduces threats to internal validity and allow fors causal inferences about campaign impact to be made.The skepticism they explore is to what extent have recent HIV/AIDS campaigns in the literature adhered to these principles? Noar et al (2009) began with a search of peer-reviewed articles appearing from previous(a) 1998 through October 2007. Mass media had to be a central or orotund part of a campaign that focused on increasing safer intimate behaviors, reducing risky sexual behaviors, or encouraging HIV testing.At least(prenominal) one outcome measure had to be reported 38 articles were identify that met these criteria, representing 34 different campaigns. The results on the variables of interest were Formative question 16 of the 34 studies (47%) reported any type of query with the audience o r pretesting of cognitive contents. the most comm whole reported activity was research about campaign messages, including pretesting messages or examining message preferences of members of the target audience.Only two studies used formative research to develop or test their outcome measures (a neglected part of the research process in too many studies). Using theory 44% reported using theory, most often the Health Belief Model, desist Action and Planned Behavior, Social Cognitive Theory, the Trans theory-based Model and Stages of Change and the Information-Motivation-Behavioral Skills Model. earshot segmentation 94% (all and 2) described an approach to audience segmentation.Message design very few campaigns used theory to guide development of persuasive messages. The authors note that while behavioral theories can suggest the type of nitty-gritty to include, HOW that content is formed into messages is often approached without explicit reference to relevant theoretical sti cks such as message framing, emotional appeals, sensation-seeking, elaboration likelihood model and the use of narratives.Channels 21% used a single media channel with television, tuner and print media being the channel of choice. The remaining campaigns used other channels (billboards, brochures, Internet, new-fashionedsletters) and a variety of promotional materials such as baseball cards, postcards, galosh packs a variety of interpersonal strategies including peer education and skill-building workshops and hotlines and some in like manner included community partners, coalitions and community mobilization in their activities.Process Monitoring 82% of the campaigns reported audience exposure to messages, with a mean exposure of 77% of the targeted audience (a range of 35% 100%). There was little insurance coverage of frequency of exposure to campaign messages, and when those data were reported, it was difficult to make comparisons across studies. Outcomes Pre-Post test de signs using independent sampling were employed by a plurality of the campaigns (13 of the 34, or 38%). Eleven studies used only a post-test measure.The authors note that this means that 70% of the campaigns used weak outcome evaluation designs. In 24 of the campaigns (71%) behavioral outcomes were reported, most often either base hit use or HIV/STD testing. Among the studies that used stronger designs (the other 30%), only 2 of the 10 found no statistically significant effects. sise studies reported significant changes in outcomes including talked with others about safer sex, continued abstinence, initiated condom use, change magnitude condom use, reduced number of sexual partners, or were tested for HIV.The other two reported changes in behavioral intentions (for example, to use condoms and shifts in stages of change). The authors conclude that, when compared to another review of this literature in 2000, HIV/AIDS mass communication campaigns are increasingly (1) targeting define d audiences developed through audience segmentation procedures (2) designing campaign themes around behavior change (rather than only knowledge or attitude change though given their extract criteria, this is hardly surprising) (3) using ehavioral theories to inform campaign design (4) achieving higher message exposure to campaign messages (5) using stronger quasi-experimental designs with control groups for outcome evaluation (although all the same far too few studies use these stronger designs) and (6) including measures of behavior change (or behavioral intentions) in outcome assessments. This review highlights how mass communication efforts for HIV/AIDS prevention have shifted from general awareness and knowledge outcomes to ones more tightly focused on achieving behavioral changes among defined segments of the population.While formative research has catch commonplace, there are relatively few studies that use research designs that allow for drawing strong conclusions from t heir findings. This latter point does not mean that research designs must be randomized controlled studies, but as the authors note, even the addendum of control groups or using time-series with control communities help address the question of whether there are alternative explanations for the observed effects (for example, that the respondents are not simply placating researchers with favorable or socially desirable responses to their questions).Social market is more than mass communication campaigns, but we often use mass media in conjunction with products and services, providing incentives and reducing costs of engaging in new behaviors, and increasing access and opportunities to perform these behaviors. Learning what works with mass media is important, but as other reviews have pointed out, it is not enough to achieve humanity health outcomes.Some marketers will note that health communication planners have pick out our practices of segmentation, targeting behavior change and using formative research. However, the importance of using theories that ensure the problem of designing persuasive messages is one important takeout food. The other takeaway is the challenge of designing better studies to assess outcomes.Thinking about using comparison populations, or simply delaying intervention among some priority groups while act to assess important outcomes, can help us demonstrate that we have more than a very elaborate, and perhaps even effective, placebo. Reference Noar, S. M. , Palmgreen, P. , Chabot, M. , Dobransky, N. & Zimmerman, R. S. (2009). A 10-year systematic review of HIV/AIDS mass communication campaigns invite we made progress. 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