Communicating HIV/AIDS Media Research

Excerpts from the paper follow:

Abstract:

"The government identified the youth in Ethiopia as the high-risk group for HIV infection and primary target for HIV/AIDS intervention activities. Several studies reported from Addis Ababa have consistently revealed radio to be a powerful and important tool for the dissemination of HIV/AIDS messages to youth. However, information about target youth audience needs for [behaviour change communication, or] BCC on HIV/AIDS for designing HIV radio programming is lacking. This prompted a concerned private business firm, JAPTAD, to sponsor a consultancy service to undertake the study in Addis Ababa. The aim of the study was to asses the:

• priority needs and demands of youth for BCC on HIV/AIDS
• existing HIV/AIDS media interventions
• feasibility of designing a new HIV radio programming to youth in Addis Ababa

A study of cross sectional design was conducted from March to July 2004 in Addis Ababa, Ethiopia. The sampling technique used was purposive. A UNAIDS guideline for conducting need assessment for radio programming was used to select key informants. Review of reports and discussions with key informants were carried out to select target audience participants. Two types of self-administered questionnaire; the first for 3 city and 8 sub- city level administration [information, education, and communication, or] IEC campaign planners/promoters and the second for 4 state media and 3 [non-governmental organisation, or] NGO HIV radio programme managers/experts, were used to gather data. A series of three focus group discussions [FGDs] were conducted with 26 high school students working as youth anti AIDS club leaders and 7 females living with HIV (PLWHA).

All youth FGD participants and 91% of IEC experts (10 out of 11) believed the current magnitude of HIV/AIDS in the city to be very high. All youth participants and 73% of the IEC experts could not state the current prevalence rate of HIV while the other three experts gave different figures of 15.6% and 12.26% and 20.5% respectively. IEC experts conceived the youth to be the high-risk group and identified it as primary target of the city HIV/AIDS IEC campaign. Almost all youth perceived the existing youth sexuality to be increasing and estimated themselves to be at high personal risk of becoming infected with HIV and sexually transmitted infections (STIs). Documented figures on the prevalence of STI were non existent at all levels. Respondents at city level stated the IEC campaign primary focus to be encouraging behavioural change where as (78%) of the IEC experts at sub city level aimed to raise awareness or to inform/educate. Male FGD participants felt they lack facts on appropriate use of condoms and females on how to make males always use condoms. Both participant groups mentioned to have fears about ordinary social contact (shaking hands etc.) with PLWHA.

FGD participants perceived that high risk behaviour, manifested in having multiple sexual partners and unprotected sex, is increasing. Youth expressed to have faced mounting peer pressures to engage in premarital sex, exposure to erotic video films and to the use of alcohol and drugs. Parents were blamed for failing to provide vital information and support while a city IEC expert expressed that parents lack knowledge about youth psychology and risk behavior. Female participants said the school administration do not protect them against the increasing risk of being raped inside the school toilets and hideouts. Youth said health services did not provide explicit information on the available STI services and the benefits of [voluntary counselling and testing, or] VCT. PLWHA participants said they were rejected and stigmatised by local government officials and health workers.

Youth ranked radio to be among the top information sources on HIV. Monday to Friday evenings after 6 pm, Saturday and Sunday were their prime time of listening. FM Addis 97.1 was the preferred radio station while drama, stories and phone-in were among the preferred programme formats. Majority of youth perceived that radio programs have failed to participate anti AIDS clubs; inform them where to get services and reinforce messages through other types of media. All NGO radio programmes were targeting youth whereas workers were the primary targets for 75% of state media programmes. 57% of the radio programmes aimed at awareness raising or informing/educating. NGO programmess expressed inadequate skilled manpower, script writers and high air time fee to be the major challenges whereas all media officials revealed the absence of shared vision among HIV radio programmes and lack of research based media messages as major obstacles.

All key informants and youth participants approved the plan for designing a new radio programme. In addition, all Media officials and broadcasters reported that government considers HIV to be among the top three priorities of state media to inform the public. Nevertheless, their response showed an active opposition towards any change on the existing distribution or air time fee to maximise use of the media for HIV even though broadcast schedule analysis of FM 97.1 and Ethiopian radio Amharic services showed the proportion of air time/column given for HIV ranges from 3-5% percent.

Despite the fact that there is high level of need/demand and supportive government policy towards BCC on HIV in the context of radio programming, the available media interventions and the use of media for HIV were found to be very inadequate. Although designing a new HIV radio programming was approved, there is lack of willingness among state media officials and broadcasters to support any increased use of mass media for HIV."

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