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FOR IMMEDIATE RELEASE
November 6, 2006
New South African Survey Demonstrates Positive Impact of
Multiple Communication Campaigns Promoting HIV Prevention Behaviors
 JOHANNESBURG, South Africa —The combined efforts of many AIDS communication campaigns in South Africa showed positive impacts on HIV prevention behaviors, increased positive attitudes towards people living with HIV and AIDS, and increased community involvement in response to the epidemic, according to a new nationwide survey in the hard-hit country.
The survey, conducted by four organizations – Johns Hopkins Bloomberg School of Public Health’s Center for Communication Programs (CCP), Health Development Africa representing Khomanani, CADRE, and Soul City – included more than 8,000 respondents across South Africa, and examined how exposure to more than 20 AIDS communication interventions shaped their knowledge and behavior. It was funded jointly by the South African Government, through the national AIDS communication campaign, Khomanani, and the US government through USAID and the President’s Emergency Plan For Aids Relief (PEPFAR).
“This is the fist time a national study has looked in detail at the effects of national AIDS communication interventions, and the most exciting finding is that we are now able to show the separate and combined effects of all the interventions”, said Dr Larry Kincaid, Associate Scientist at Johns Hopkins Bloomberg School of Public Health.
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.
At a workshop in Johannesburg, researchers presented analyses of three key interventions – the national Khomanani Campaign, the educational drama series Tsha Tsha, and the Soul City and Soul Buddyz educational programs. Researchers found that 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.
Khomanani Community Action — a program with 1,500 trained volunteers working in 27 communities around the country — showed an impact on condom use, going for an HIV test with a sexual partner, and antiretroviral treatment knowledge. The program also promoted positive attitudes towards people with HIV and promoting community involvement in HIV and AIDS issues.
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.
“The survey shows that communication programs have made significant impacts on key areas such as increasing condom use and HIV testing, but we need to intensify efforts to reduce new HIV infections” said Dr Warren Parker, Director of CADRE. “We are living through a severe HIV epidemic and we need to address some of the gaps. These include the need to limit the number of sexual partners people have, delaying sex amongst youth and promoting consistent use of condoms”.
The research team is presenting the findings in Johannesburg, Durban, and Cape Town, to over 450 policymakers, stakeholders, and health professionals.
“We want to maximize the use of this study, which is the first of its kind in the world”, said Patrick Coleman, Managing Director of Johns Hopkins Health and Education in South Africa. “The findings provide the basis for expanding and refining programs to address gaps and to help coordinate the efforts of all organizations working in this field”.
SURVEY OVERVIEW: South African National HIV and AIDS
Communication Survey 2006:
Overall Impact of 14 AIDS Communication Programs
CONTACT: Kim Martin at kmartin@jhuccp.org or 410 659-6140
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