Abstract Book Vol. 2 [International Conference on AIDS (14th: 2002: Barcelona, Spain)]

XIV International AIDS Conference

Abstracts ThPeF8011-ThPeF8014 593

positive and negative gay men and gay media speak gayness largely outside of
HIV. This disjuncture informs differences in perception between HIV positive and
negative gay men of what is occurring in sexual contexts and requires new media
methods of addressing them.
Presenting author: michael hurley, australian research centre in sex, health and
society, latrobe university, level one, 215 franklin st, melbourne, victoria 3000,
Australia, Tel.: [phone], Fax: [phone], E-mail: michael.hurley
@ latrobe.edu.au
ThPeF8011 The media and impoverished communities in Rio
de Janeiro, Brazil
R.M.S. Tavares, S. Lacerda. Health Secretariat of Rio de Janeiro State, Rua
Vile/a Tavares, 181/406 - Mdier, Rio de Janeiro, cep:20725-220, Brazil
Issue: HIV/AIDS prevention messages broadcast by the Brazilian media have
failed to address the poor population. A new strategy in the scenario of preventive measures has been adopted by the STD/AIDS Division of the Rio de Janeiro
State Health Secretariat. Among such measures, a compact disc was produced
to broadcast messages.
Description: In 2001, the STD/AIDS Division produced a CD targeting adolescents, using skits focusing on the target public's real-life situations related to risk
of HIV infection, prejudice, homosexuality, condom use, virginity, teenage pregnancy, breastfeeding, and drugs. Participating in the CD are popular, high-visibility
Brazilian entertainers who reinforce the messages in the skits using short jingles
with easy-to-memorize.The language used in the CD is appropriate and identified
with this target group, resulting from a previously conducted focal group survey.
Lessons learned: A large contingent of low-income residents in Rio de Janeiro
listen to "community radios", although the number is difficult to determine precisely since the stations are "unofficial" or even considered illegal by the government, thus hindering an exact survey. However, in the case of large-scale epidemics like AIDS, a wide range of tools are needed to democratize information.
Community radios thus can and should be used to broadcast relevant health issues.
Recommendations: Through an agency such as the State Health Secretariat,
the government should: conduct a survey of community radio stations in impoverished areas; research the people's way of life and knowledge about STD/AIDS
and the language used in such areas; and instruct local radio commentators concerning transmission and prevention in order for them to provide back-up to listeners on basic information and referral to health services whenever necessary.
Presenting author: Roseane Tavares, Rua Vilela Tavares, 181/406 - Meier, Rio
de Janeiro, cep:20725-220, Brazil, Tel.: [phone], Fax: [phone], E-mail: [email protected]
ThPeF8012 Evaluation methods used by Mongolia's A Healthy
and Wise Choice" safe sex mass media campaigns
T.A. Grechukhina1, I. Braak van de1, J. Narantuja2. 1AFEW 15-5, Chayanova
Str., Moscow, 125267, Russia, Russian Federation; 2NGO Focus, Ulaanbaatar,
Mongolia
Issues: -Describe objectives of Mongolian safe sex mass media campaigns
- State how and why qualitative and quantitative methods were used to evaluate
Mongolian mass media campaigns.
- Detail key quantitative indicators of success used to measure achievement of
campaign objectives
- Identify elements of Mongolian mass media campaign evaluation methods that
can be applied to other international settings
Descriptions: Mongolia is one of few countries not heavily effected by the
HIV/AIDS epidemic. The epidemic is explosive in neighboring Russia and China.
Increased STI levels since 1990 indicate high risk sexual practices are common in
Mongolia, especially among youth. Raising awareness and increasing knowledge
by disseminating information among key groups is critical to reduce Mongolia's
vulnerability to the HIV/AIDS epidemic.
AIDS Foundation East-West, the successor of Medecins Sans Frontieres/Holland
HIV/AIDS programs in NIS has worked with Mongolia's Ministry of Health to develop effective, comprehensive and affordable prevention mechanisms appropriate for Mongolia's culture and situation. Two six-month mass media campaigns
to promote safe sex and HIV/AIDS/STI awareness were implemented and evaluated.
Lessons learned: Qualitative and quantitative methods used to evaluate following aspects of campaigns:
- coverage of target audience
- understanding of campaign by primary and secondary audiences
- appropriateness, approval of message
- impact of campaign on knowledge, attitude, behavior
Recommendations: Knowledge gained in evaluation process used to demonstrate campaign successes, advocate for policy and future campaigning, inform

development of later campaigns. Gives information about:
- Misconceptions, gaps in knowledge
- Emergent themes, issues
- Special sub-groups, related themes, issues
- Successful elements to carry over to future campaigns
Presenting author: Tanja Grechukhina, 15-5, Chayanova Str., Moscow, 125267,

Russia, Russian Federation, Tel.: [phone], Fax: [phone],
E-mail: [email protected]
ThPeF8013 Making a difference case study of a mass
mobilization campaign
T. Peo. Gauteng Provincial/ Health Department - AIDS Programme (South
Africa), Johannesburg, South Africa
Issues: The mass World AIDS Day Campaign in 2001 combined large scale
door-to-door campaigns with publicity and advertising reaching millions of people at affordable cost. Campaign methodology builds on and strengthens local
inter-sectoral AIDS programmes.
Description: 7 000 Trained volunteers reached 400 000 households and 1million people on the door-to-door campaign. They made some 18 200 referrals to
local government services and NGOs. They reached 2,5 million commuters on a
one-day street campaign. Publicity and advertising reached overl5 million people.
Volunteers focussed on AIDS Care issues but responded to needs around prevention. The campaign targeted rural areas, informal settlements and the inner city,
providing direct oral education to people not easily reached by the programme.
Campaign organisation was decentralized to local level and led by municipalities.
Volunteers were recruited from existing NGO projects and sectoral groups including churches, traditional healers, youth, women and civics. Good quality reports
were obtained.
Lessons learned: 1.Campaign methodology has developed from event based
activities to a mass door-to-door campaign, scaling up from reaching 30 000 to
over 3 million people. Costs are very affordable at less than 3 million rands (US
$250 000) for all components.
2.The campaign is a key element of the inter-sectoral programme, drawing on
existing programmes and developing and extending them. It focusses people on
community needs.
3.Campaign organisation reflects the extent of community mobilization both in
scale and in scope. The process develops local inter-sectoral co-ordination and
provides valuable feedback on community needs and understanding.
Recommendations: -The campaign methodology is recommended.
- Campaigns are used to extend and organise community mobilization.
- Door to door campaigns are a key element in developing local inter-sectoral
AIDS programmes.
Presenting author: Peo Thabiso, Private Bag x 085, Marshalltown, 2107, Johannesburg, 2000, South Africa, Tel.: [phone], Fax: [phone],
E-mail: [email protected]
ThPeF8014 Evaluation of the campaign: "I tu, ja el portes?"
(And you, do you wear one?)
J.L. Mart fnez-Alonso1, R. Burguera 1, A. Gimenez1, J. Colom2. IPrograma per
a la Prevenci6 iIAssistencia de/la Sida. Departament de Sanitat i Seguretat
Social., Programa per a la Prevencid il'Assistencia de la Sida, Departament de
Sanitat i Seguretat Social, Tarv. de les Corts, 131-159 Pay. Ave Maria, 08028
Barcelona, Spain; 2Direccio General de Drogodependencies i Sida.
Departament de Sanitat i Seguretat Social, Barcelona, Spain
Background: In Catalonia, 13395 AIDS cases were reported by June 2001. 28%
were young people (13-19 years old). 40% had become infected through sexual
intercourse in the last 2 years. For this reason, and in order to make the young
aware of the risk of HIV infection through unprotected sexual intercourse, and
encouraging them to use condoms and other safe sex techniques habitually, a
campaign was launched during the year 2000, with the slogan: I tu, ja el portes?.
This campaign, aimed at people between the ages of 14 and 25, comprises TV
and cinema advertisements, hoardings, and mobile units in the street handing out
little metal boxes with condoms and AIDS prevention information to the young at
leisure facilities and universities.
Methodology: To evaluate this campaign, questionnaires were distributed in 9
different places where the street units had been placed. The questionnaires were
administered on the same day of the week, and at the same time.
Results: 667 young people were surveyed, 55% men, with an average age of
20.3. 71% of the interviewees remembered the campaign and 98% of them were
in favour of it, believing that it is important to make this kind of AIDS prevention
messages reach the young. The items from the campaign that have been most
remembered are the following: the advertising posters (46%), the mobile units
(42%) and TV advertisements (36.7%), and those considered most effective were
the mobile units (96%), TV advertisements (85%) and advertising posters (85%).
Conclusion: The campaign had a high impact among the focused population
and most of them support it. Though no component of the campaign was recalled
by more than 50% of the interviewees, one has been able to reach more than
70% of them with the combined action of media and mobile units. It is necessary
to continue developing activities such as this one to raise the awareness of the
need for safer sex and to prevent HIV transmission among the young.

Presenting author: Jose Luis Martinez-Alonso, Programa per a la Prevenci6 i
I'Assistencia de la Sida, Departament de Sanitat i Seguretat Social, Tarv. de les
Corts, 131-159 Pav. Ave Maria, 08028 Barcelona, Spain, Tel.: [phone],
Fax: [phone], E-mail: [email protected]