South Africa
National HIV/AIDS Communication Survey (CADRE)
Activity Dates
2006
Activity Summary
People living in South Africa are exposed to wide-ranging HIV and AIDS communication, both purposive and non-purposive. Many national and sub-national studies of AIDS-related knowledge, behavior, and HIV prevalence have been conducted by AIDS communication organizations; however, these have largely focused on specific/single interventions. The National HIV and AIDS Communication Survey 2006 set out to inform understanding of the main national-level communication interventions that use mass media. Researchers examined how exposure to more than 20 AIDS communication interventions shaped their knowledge and behavior. The first of its kind, the study enabled researchers to show the separate and combined effects of all interventions.
Partners
Centre for AIDS Development, Research and Evaluation (CADRE), Khomanani, Soul City, South African Government
Audiences
Policy makers, health professionals, stakeholders, researchers
Objectives
The overall goal is to identify successes and gaps in HIV and AIDS communication and to inform future strategy.
Implementation
Researchers conducted a cross-sectional household survey of 7006 men and women aged 15-65 (one person per household), stratified by province, race and locality type. A supplementary sample of 1,501 was drawn in five Khomanani Community Action communities. Face-to-face interviews were conducted in each household with electronic data entry of questionnaires administered by AC Nielsen.
The research team presented the findings in Johannesburg, Durban, and Cape Town, to over 450 policymakers, stakeholders, and health professionals.
Highlights
Looking at the impact of television and radio programmes, a substantial dose response was reported on sexual behaviors. For example, condom use at last sex increased from 34% among those not reached by any programs, to 60% among those exposed to ten or more programs – an increase of 26%. Impacts were also found on other prevention behaviors as well as increases in voluntary counseling and testing (VCT) for HIV, general AIDS knowledge, and knowledge of antiretroviral therapy.
More than 90% of South Africans now recognize the Department of Health’s Khomanani campaign logo and Choice TV, a Khomanani television series, was watched by 2 million South Africans. Khomanani actively promoted discussion of HIV testing among young people, and the campaign was effective at getting significantly more people to discuss HIV testing with their sexual partner.
More than14-million viewers watched Tsha Tsha, the award-winning SABC educational television drama series, which had statistically significant impacts on condom use, HIV testing, and helping people with HIV and AIDS.
Strategy/Research report/Publication/Tools
Back to South Africa
Note about materials: Some of the materials and resources listed on each page are available in their full form, others are represented by image or citation only. For more information and resources, go to www.jhuccp.org
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