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Publication Details
AFRICAN RESEARCH NEXUS
SHINING A SPOTLIGHT ON AFRICAN RESEARCH
medicine
MTV'S "Staying Alive" global campaign promoted interpersonal communication about HIV and positive beliefs about hiv prevention
AIDS Education and Prevention, Volume 19, No. 1, Year 2007
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Description
In 2002 MTV launched a global multicomponent HIV prevention campaign, "Staying Alive," reaching over 166 countries worldwide. An evaluation of this campaign focused on three diverse sites: Kathmandu, Nepal; São Paulo, Brazil; and Dakar, Senegal. Data were collected before and after campaign implementation through population-based household surveys. Using linear regression techniques, our evaluation examined the effects of campaign exposure on interpersonal communication about HIV and the effects of campaign exposure and interpersonal communication on beliefs about HIV prevention. We found a consistent positive effect of exposure on interpersonal communication across all sites, though there were differences among sites with regard to whom the respondent talked about HIV. We also found a consistent positive effect of exposure on HIV prevention beliefs across sites when interpersonal communication was simultaneously entered into the model. Finally, in two sites we found a relationship between interpersonal communication and HIV prevention beliefs, controlling for exposure, though again, the effects differed by the type of person the communication was with. These similar findings in three diverse sites provide ecological validity of the findings that "Staying Alive" promoted interpersonal communication and influenced young people's beliefs about HIV prevention in a positive way, evidence for the potential of a global media campaign to have an impact on social norms. © 2007 The Guilford Press.
Authors & Co-Authors
Geary, Cynthia Waszak
United States, Durham
Fhi 360
Burke, Holly Mc Clain
United States, Durham
Fhi 360
Castelnau, Laure
Brazil, Sao Paulo
Ibope
Neupane, Shailes
Nepal, Kathmandu
Valley Research Group
Ba Sall, Yacine
Senegal, Dakar
Bda
Wong, Emily
United States, Durham
Fhi 360
Tucker, Heidi Toms
United States, Durham
Fhi 360
Statistics
Citations: 41
Authors: 7
Affiliations: 4
Identifiers
Doi:
10.1521/aeap.2007.19.1.51
ISSN:
08999546
Research Areas
Infectious Diseases
Study Design
Cross Sectional Study
Study Locations
Senegal