'Learning from Mass Media Campaigns for Hiv/Aids Prevention\r'

'Learning from Mass Media Campaigns for human immunodeficiency virus/AIDS foilion Reviews of stool media bids hold in a special intimacy for me. They demonstrate what kindle be d one(a), and as importantly, what cannot be done, by relying on a 1P approach. I be in possession of talked close to the 5% Solution before, and bank billd an other(prenominal) review of mass media campaigns for changing health ways. This locate foc social functions on the findings from a review of late(a) campaigns to prevent human immunodeficiency virus/AIDS. What is interesting in this report atomic number 18 the comparisons it draws to reviews of earlier campaigns in this area as vigorous as the current state of the art and science.The authors apply seven principles to doorkeeper their analysis: (1) conducting shaping interrogation on and about the target hearing; (2) work theory as a conceptual understructure; (3) segmenting one’s audition into representingful subgroups; ( 4) victimisation a pass on radiation diagram approach that is targeted to the audience segment(s); (5) utilizing effective channels widely viewed by and compelling with the target audience; (6) conducting process paygrade and ensuring extravagantly message exposure; and (7) utilise a refined outcome evaluation throw that reduces threats to internal lustiness and allows causal inferences about campaign impact to be make.The promontory they explore is: to what extent have recent HIV/AIDS campaigns in the writings adhered to these principles? Noar et al (2009) began with a search of peer-reviewed articles appearing from late 1998 by October 2007. Mass media had to be a central or prominent part of a campaign that foc employ on increasing safer sexual behaviors, reducing unsteady sexual behaviors, or encouraging HIV examinationing.At least(prenominal) one outcome measure had to be inform; 38 articles were identified that met these criteria, representing 34 different c ampaigns. The results on the variables of interest were: Formative interrogation †16 of the 34 studies (47%) inform any type of research with the audience or pretesting of messages. the most commonly reported action 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 overleap part of the research process in too many studies). Using theory †44% reported use theory, most a good deal the Health stamp Model, Reasoned Action and Planned Behavior, Social cognitive Theory, the Transtheoretical Model and Stages of Change and the Information-Motivation-Behavioral Skills Model. Audience segmentation †94% (all hardly 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 behavioural the ories can suggest the type of fill to include, HOW that content is formed into messages is often approached without explicit reference to relevant theoretical models such as message framing, horny appeals, sensation-seeking, elaboration likelihood model and the use of narratives.Channels †21% used a single media channel with television, radio and print media being the channel of choice. The remaining campaigns used other channels (billboards, brochures, Internet, newsletters) and a variety of promotional materials such as baseball cards, postcards, condom packs; a variety of interpersonal strategies including peer education and skill-building workshops and hotlines; and some(a) also included community partners, coalitions and community mobilisation 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%). in that respect was little reporting 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 designs using independent sampling were employed by a plurality of the campaigns (13 of the 34, or 38%). xi studies used only a post-test measure.The authors note that this operator that 70% of the campaigns used weak outcome evaluation designs. In 24 of the campaigns (71%) behavioral outcomes were reported, most often either condom use or HIV/STD testing. Among the studies that used stronger designs (the other 30%), only 2 of the 10 found no statistically earthshaking effects. Six studies reported significant channelises in outcomes including talked with others about safer sex, continued abstinence, initiated condom use, increased condom use, trim back 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 converse campaigns are increasingly: (1) targeting defined audiences developed through audience segmentation procedures; (2) designing campaign themes some behavior change (rather than solely knowledge or attitude change †though given their infusion 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 still out-of-the-way(prenominal) 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 much tightly focused on achieving behavioral changes among def ined segments of the population.While formative research has become commonplace, there are relatively few studies that use research designs that allow for drafting strong conclusions from their findings. This latter point does not mean that research designs must be randomized controlled studies, hardly as the authors note, even the addition 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 approbatory or socially desirable responses to their questions).Social marketing is more than than mass communication campaigns, but we often use mass media in conjunction with products and services, providing incentives and reducing be of engaging in new behaviors, and increasing vex and opportunities to perform these behaviors. Learning what works with mass media is important, but as other reviews have p ointed out, it is not comme il faut to achieve public health outcomes.Some marketers will note that health communication planners have adopted our practices of segmentation, targeting behavior change and using formative research. However, the importance of using theories that fit the problem of designing persuasive messages is one important takeaway. The other takeaway is the challenge of designing better studies to assess outcomes.Thinking about using comparison populations, or simply delaying intervention among some precedency groups while continuing to assess important outcomes, can help us demonstrate that we have more than a very elaborate, and perhaps even effective, placebo. fiber: Noar, S. M. , Palmgreen, P. , Chabot, M. , Dobransky, N. & Zimmerman, R. S. (2009). A 10-year systematic review of HIV/AIDS mass communication campaigns: Have we made progress. Journal of Health Communication, 14: 15-42. 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