Bridging the Gap: Conference Record [Abstract book, International Conference on AIDS (12th: 1998: Geneva, Switzerland)]

12th World AIDS Conference

Abstracts 33449-33453 679

(2) The film's actors and music stars appear at AIDS conferences, sporting
events or give interviews to the press;
(3) Production of 2 video clips promoting the series' music sound track;
(4) Production of 5 TV-spots adapted from some of the film's scones for Population Services International (PSI) condoms that go under the "Prudence" brand
name;
(5) Introduction of the song "AICT" in Alpha Blondy's national concert-tour;
(6) Production of a radio jingle promoting the singer's voice and the message
delivered by the song-writer during the tour;
(7) Association of artists broadcast messages during the weekly popular youth
program "Allocodrome";
(8) Production of a 90-minute "AICT evaluation" program broadcast 2 months
after the final episode.
Results: - Knowledge of the "AIDS in the City" series on the part of over
85% of the Abidjan TV viewers, according to a recent public opinion poll in C6te
d'lvoire;
- Written answers on the associated TV-game from 40 000 respondents all
over the country;
- Award of the West African Film Festival, FESPACO, "Best video film" prize in
1995 for the first part of the series.
- Broadcast throughout the sub-region (Mali, Guinea, Senegal) in 1996-97;
- Broadcast on Canal France International throughout francophone Africa;
- Both parts available in French or English to break down taboos and initiate
debates in African Carribean and Pacific (ACP) countries.
590*/33449 Assessment of Moscow press participation in
HIV/AIDS prevention
Elena V. Lioubaeva, Vadim V. Pokrovsky. Russia AIDS Centre b.2, 15, 8-ya
ulitSA, Sokolinoy Gory, Moscow 105275, Russia
Objectives: To determine the role of Moscow press in prevention of HIV infection,
to expose the positive and negative features.
Method: Analysis of 62 publications in Moscow newspapers and magazines
during 1994-1997.
Results: The most number of publications was devoted to the sad statistics
of disease all over the world 34 (55%). High cost of HIV/AIDS treatment was
indicated in 17 (28%) of articles. 14 (22%) pointed to the necessity of population
testing and donor blood control. Danger of hospital infection via blood and medical
instruments was discussed in 13 (21%) of articles. On the contrary, insufficient
attention was paid to the prevention issues. Only 1 article was concerned about
safe sex education and no one was about safe IVDU. Religious periodicals come
out abruptly against sex education of children. There were facts of insufficient
and unchecked information regarding the protection against HIV infection. Recent
publications (Dec 1997) with reference to the overseas have cast some doubt
on the HIV/AIDS problem by itself. Initiation of HIV has explained as commercial
move of firms producing medicines and condoms.
Conclusions: (1) Clearly there is a shortage of knowledge of HIV/AIDS problem. Journalist education program is required. (2) In pursuit of sensation materials
the HIV/AIDS prevention has received very little attention.
588*/33450 Developing a nationwide public service advertising
on STD syndromes
Kathleen Cabal1, J. Fleras2, C. Aquino3, N. Villar4. 12F Villa Bldg, 78-80 Polaris
& Jupiter, Bel-Air 2, Makati City 1200; 2ReachOut Foundation, Makati City; 3Path
Foundation, Makati City: 4McCann-Erickson Philippines, Makati City, Philippines
Issue: Many people with STDs do not seek appropriate treatment and continue to
engage in risky behavior due to low STD symptom recognition and low awareness
of the consequences of untreated STDs.
Project: In collaboration with USAID, PATH and DOH, the project team and its
partner ad agency, McCann Erickson, designed three 30-second public service
announcements on common STD syndromes; urethral discharge and genital ulcers in males and vaginal discharge in females. The objectives of the campaign
were to improve STD care and treatment-seeking behavior via the utilization of
the public health sector services and to increase awareness about the signs,
symptoms and consequences of untreated STDs. Strategies included employing
the mass media and public relations approach and a tie-in plan with the local city
health departments. A research firm was contracted to pretest the ads using the
ADD+lmpact methodology.
Results: Revisions were made on the materials based on the pre-test study.
Titled Drip, Pipe and Stain, the ads (among the first TV ads in the world to speak
about STDs) made use of metaphors to educate the public about STD syndromes.
Fifteen sets of billboards were installed at health centers and posters were posted
in train stations with the support of the Light Railway Transit Authority. The ads
were aired in local TV and cable stations nationwide through the assistance
of the Philippine Information Agency, Philippine Broadcasters' Association and
the Philippine Cable Television Association. An estimated amount of $5.5M was
solicited in pro-bono media values for print and broadcast. Stain, in December

1996, won the Creative Guild prize for ad of the month. Also, the 3 ads achieved
the Gold Worldmedalist status during the 1997 New York Festivals.
Lessons Learned: Designing a visually creative, high quality and client-sensitive media campaign helps ensure that awareness regarding signs, symptoms
and consequences is increased and that clients with STDs are motivated to seek
appropriate treatment and care.

33451 Preventing HIV/AIDS in dark rooms
Alejandro Jaime1, Victor M. Ortiz2, J.A. Quino3. 1 Virgen Del Camino, No. 44 Col.
Virgencitas, CD. Neza, Edo. De Mex., 2Conasida Mexico, D.F.; 3Teatro Y Sida
Mexico, D.F, Mexico
Objectives: To reduce sexual transmission risk of HIV infection in men reporting sex with men, without protection, in dark rooms in Ciudad Nezahualcoyotl,
Mexico.
Design: Experimental intervention with a control group
Methods: The most pertinet method, in view of the group's and dark rooms
characteristics, is a combination of training and experiences. On the one hand,
the training is directed to permanent users of dark rooms and consists in four
2-hour sessions with the following subjects: 1) Basic information; 2) Self-esteem;
3) Increasing the risk perception; 4) Convincing strategies and techniques for the
use of condom. On the other hand, the experience part is an interactive performance with three scenes reflecting real and preventing attitudes and practices: 1)
ocal sex; 2) anal sex; 3) both. The public interacts with the actors who emphasize
the importance of the use of condom and other practices of safe and protected
sex with a dimension of game and pleasure. This is supported by specific posters
and brochures and by a free distribution of condoms. The results are measured
with a pre-test and a post-test 3 months after the intervention for one control
group and onluy with a pre-test and site observation for another one.
Results: The final evaluation is not ready yet, but we are expecting deep behavior changes. By the date of the 12th World AIDS Conference, we will already
have results and conclusios.
33452 1Linking communication channels for behaviour change
Neelam Kapur. National AIDS Control Organisation C54 East of Kailash New
Delshi, India
Issues: Moving from Awareness to Behaviour Change Communication in India
by establishing a continuum of communication using three channels of communication.
Project: Three channels of communication-Mass Media (TV, Radio, Print), the
public telephone service and Interpersonal direct one on one counselling was
initiated in India by the National AIDS Control Organisation. The mass media
was used as an awareness trigger to reach a wide audience (5 million), later
followed by initiation of a 24 hours, toll free, telephone computerized personal
counselling service in major urban cities and supported with personal counselling
service in several locations to provide information, pre-test, post-test and supportive counselling. The process led to listeners/readers getting concerned and seek
counselling service on telephone in privacy and with confidentiality and one on
one personal counselling with access to medical referral facilities. Thus a process
of awareness, introspection/personalisation, for behaviour change strategy was
established.
Results: (1) Nationally a coherent, low cost mechanism to support behaviour
change strategy.
(2) Large populations, who are poor, illiterate and have little access to public
health infrastructure were targetted.
(3) For the first time response were recorded to document the process.
Conclusion: (1) Linking mechanisms is essential to offer large populations
support for a behaviour change continuum.
(2) Each aspect of communication has a critical role but cannot in isolation
produce a critical impact.

33453]

The focus group technique as a basic tool for the
development of educational materials on information and
preventive STDs/HIV/AIDS for urban marginal women in
Colombia

Ivan Perea1, J. Reyes2, G.M. Villa2, O. Solano2, I.E. Mejia2, N.A. Perez2,
L. Aja2. 1 Calle 33 A No 13-58 Santafe de Bogota; 2Psicologo Investigador
Bogota, Colombia
Issue: It is necessary to elaborate suitable educational materials to be used by the
target population on prevention of STDs/HIV/AIDS. In spite of the fact that there
where are large amounts of easily available educational materials, they must be
adapted so that they can be used with specific populations. This is so because
each group is unique and handles different cultural attitudes and communication
codes.
Project: In a project with urban marginal population in Colombia sponsored
by the European Union in order to produce information and preventive material
for 2000 urban marginal women, the focus group technique was used to obtain
information about communication codes, level of knowledge on AIDS, topics of
interests, and ways they wish the information to reach them. Two four-hours focus
groups, with eleven (11) participants each, were held.
Results: 1) In spite of the fact that there is a great deal of basic information
about infection by HIV/AIDS, there is a lack of information about HIV transmission,
StTDs and their complications and sequelae in women. 2) The topic of undesirable
pregnancy in under age woman is a relevant problem that needs to be discussed
and worked out during the training actions. 3) Educational interventions for men
should be included in preventive programs for women. 4) Urban marginal women
are immersed in a "machismo" environment and must be empowered to reach
their autonomy. This would help them to protect their sexual health.
Lessons Learned: The focus group technique is an excellent tool to gather
relevant information when designing educational materials directed to a specific