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Psychosocial and Behavioral Correlates of Viewing a Risk-reduction Media Campaign

Reducing the Risk of HIV Transmission among Adolescents in Zambia

Serlemitsos, M.P.H., M.B.A. & Uttara Bharath-Kumar, M.H.S.
This paper summarises a study evaluating Phase I of Zambia's Helping Each other Act Responsibly Together (HEART) campaign. Viewership of HEART TV spots was "positively and significantly associated with high levels of efficacy to use condoms as well as with ever use of condoms, holding background variables constant." Compared with nonviewers, campaign viewers were 1.61 times more likely to report primary or secondary abstinence and 2.38 times more likely to have ever used a condom.

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IssuesHealth/Health Advocacy, International, Media, AIDS, Africa
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Posted on July 25, 2006 in News Elsewhere by outreach