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

594 Abstracts ThPeF8015-ThPeF8020

XIV International AIDS Conference

ThPeF8015 Visual and entertainment media support for
hiv/aids prevention in Nigeria
M.K. Yahaya. CCRHS, Opposite Government, College Main Gate Bida, Niger
State Nigeria
Background: The complimentary roles of conventional medial (electronic and
print) in HIV/AIDS awareness campaign are well documented in Nigeria. However, the potentials of visual and entertainment media have not received commensurate attention in spite of the associated potentials.
Methods: Community based HIV awareness campaign was executed in Bida
community in Nigeria using visual and entertainment based intervention packages. A follow up survey was conducted among 288 respondents at intervention
sites to ascertain the perceived effectiveness of visual and entertainment strategies in HIV/AIDS prevention.
Results: Most of the respondents were exposed to both media and are aware
of the dangers of HIV (83%) and confirmed the effectiveness of messages
(84.4%). This has spurred respondents interaction pattern with Health workers
(48.6%) and others (39%). Findings further reveal that the musical audiotape on
HIV/AIDS prevention was highly influential to respondents. Caution on HIV prevention (52.4%) and 24% were equally moderately influenced.
Conclusion: The results confirm the effectiveness of posters, pamphlets, stickers
and folk musical audiotape on awareness and prevention of HIV/AIDS. Lessons
from this study reveal that integration of visual literacy and entertainment education in development programmes are viable strategies for the prevention of
HIV/AIDS in transitional societies like Nigeria.
Presenting author: MOHAMMED KUTA YAHAYA, CCRHS, OPPOSITE GOVERNMENT, COLLEGE MAIN GATE BIDA, NIGER STATE NIGERIA, Nigeria, Tel.:
[phone], E-mail: [email protected]
ThPeF8016I The role of the media in Uganda in the fight against
HIV and AIDS
D.K.K. Daniel. The Monitor Newspaper, Kampala, Uganda
Issues: HIV/AIDS was first identified in Uganda in 1982. By 1992 Uganda had
one of the highest HIV prevalence rates worldwide. Ten years on, Uganda is a
success story in the fight against HIV/AIDS, and was one of the first to register
a decline in the rate of new infections. This abstract shows the role of the media
in Uganda in creating awareness about HIV/AIDS, and influencing responsible
behaviour. It shows the challenge of the media to remain responsive to a public
that was shrouded in stigma and denial, while continuing to create awareness.
Description: Uganda's broadcast media was, until 1992, state owned before it
was liberalized in 1992, with the first private FM radio station going on air in December 1993. There had however, been private and state owned newspapers.
The Ugandan population reacted towards HIV/AIDS with stigma and ignorance
yet the media initiated and stayed at the forefront of campaigns to create awareness, from fair coverage of HIV/AIDS issues to radio Dee jays announcing publicly
they were living with HIV; the media repeatedly called for abstinence, condom use
and care and support to the infected and affected.
Lessons learned: People living with HIV/AIDS who give personal testimonies to
those who know them and are known to them are very effective in influencing
positive behaviour change. Stigma and fear is eroded when trusted sources of information continually and unanimously dissuade the audience from holding such
feelings.
Recommendations: The media, as one of the most powerful tools of attitude and
behaviour change has a big role to play in creating awareness, especially where
they are perceived to be a trusted source of accurate, helpful information.
The media in countries affected by HIV/AIDS, especially those where there are
high levels of stigma and indifference need to design and implement public awareness campaigns as a way of influencing behaviour change.
Presenting author: Daniel Kalinaki, PRO. Box 9117, Kampala, Uganda, Uganda,
Tel.: [phone], Fax: [phone], E-mail: [email protected]
ThPeF8017 Development of the First Mass Media Campaign for
Solidarity with PLWHAs in Ukraine
M. Abramova, E. Pravidlo. AFEW Moscow, Russian Federation
Issues: - Need for solidarity message in Ukraine
- Development of solidarity mass media campaign in Ukraine
Description: Ukraine is the country with the highest prevalence of HIV/AIDS
in the countries of NIS. Lack of information about HIV/AIDS and people living
with HIV/AIDS (PLWHAs) creates stigmatization and discrimination of PLWHAs
among the population. There is a need for special efforts for creating more tolerant attitude towards PLWHAs.
In March-December 2001 the very first mass media campaign for solidarity with
PLWHAs was conducted in Ukraine by an international humanitarian organization
AIDS Foundation East-West*.

A complex of corresponding elements (video and audio spots, posters for outdoor
advertisement, informational leaflet and other printed materials, internet banners
and page on the Web-site) produced and means of mass media and outdoor
advertisement used to convey message to people.
Lessons learned: Baseline research showed that there was general willingness
among population to support PLWHAs, but still high level of fear of PLWHAs prevented people from getting into direct contact with them. Main reason for fear was

prevailing idea that HIV can be transmitted in everyday contacts: by air or by using
same facilities.
Project planners carefully analysed international experience in this field.
A strategy was created to address people's misconceptions about HIV transmission routes and to provide them with comprehensive and convincing information,
which would make it easier for people to get into direct contact with PLWHAs.
Recommendations: Results of the follow-up research show steady move towards less fear and more tolerance to PLWHAs and readiness to get into personal
contact with them in those who were exposed to the campaign, which proves effectiveness of selected approach.
*Campaign was initiated by Medecins Sans Frontieres-Holland and in the process
of implementation handed over to AIDS Foundation East-West
Presenting author: Marina Abramova, 15-5, Chayanova Str., Moscow 125267,
Russian Federation, Tel.: [phone], Fax: [phone], E-mail: prem
@msf.kiev.ua
I ThPeF8018 Radio network for STD and Aids education.P. Negro, E. Izolan. National STD and Aids Programme Office, SEPN 511
Bloco C, 70750-543, Brasilia DF, Brazil
Issues: In view of the trend towards interiorisation and impoverishment of the HIV
and Aids epidemic and the difficulties of bringing information to bear on less accessible communities, radio broadcasting (especially community radio stations)
are an important vehicle for putting across health education messages, not simply because they are widely listened to, but also on account of their capacity to
foster debate about ideas, values and different styles of behaviour.
Description: The National STD and Aids Programme Office of the Brazilian Ministry of Health coordinates and liaises at the national level with a network of
trained broadcasters who deal with issues related to STD, HIV and Aids - issues
such as safe sex, social group solidarity, abortion, drugs and Aids, gender questions and much more. The broadcasts are directed towards young people, adults
and senior citizens. The material to be broadcast is specially prepared for these
specific ends and the idea is to encourage interactive approaches vis-a-vis the
listeners and place emphasis on those resources available within communities.
Lessons learned: When the radio broadcast programmes are good humoured,
amusing and informative, the listeners tend to remember the range of facts presented as well as ideas, and they go on to discuss the various topics with friends
and family. This process can lead to increased awareness and a change in basic
behaviours.
Recommendation: Training for broadcasters in the production of programme
content on Public Health results in the improvement of programme quality and
in the appearance of different and even more effective programmes. The network
guarantees a basic structure for the dissemination and improvement of information.
Presenting author: Inochncia Negrdo, SEPN 511 Bloco C, 70750-543, Brasilia
DF, Brazil, Tel.: [phone], Fax: [phone], E-mail: [email protected]
ThPeF8019 Using the media to build a favorable social scenery
for prevention action
E. Izolan, C. Camara, D. Doneda, M. Lage, F. Pontes. National STD/AIDS
Programme Office, SEPN 511 bloco C, ASCOM- 1o andar, 70.750-543,
Brasilia-DF, Brazil
Issues: Prejudice and misjudgment are challenges to be faced since the beginning of the Aids epidemic in Brazil. The multiple difficulties that must be transposed in order to meet the social responses to the epidemic cannot be overcame
through isolated actions; on the contrary, they require negotiation among the various social actors.
Description: Aids, as a public health problem, requires responses that frequently
causes a shock of values and promote the diversity of policies. The assumptions
taken by the Brazilian Aids Programme have great acceptation in the public opinion and facilitate the political talks when it involves community responses and the
use of mass media.
Lessons learned: the partnerships developed with the Non-Governmental Organizations (NGOs) and their Networks have an important role in involving HIVpositives and/or people with great risk of HIV infection and in mobilizing the public
opinion. In this case, media coverage and especially the campaigns, have a distinguished place in Brazil.
Recommendations: Give support to the actions developed by the NGOs and the
elaboration of prevention advertising campaigns for the population in general and
also to specific groups, involving the ones directly affected by their proposals.
Presenting author: Eliane Izolan, SEPN 511 bloco C, ASCOM- 1o andar, 70.750 -543, Brasilia-DF, Brazil, Tel.: [phone], Fax: [phone], E-mail:
eliane @ aids.gov.br

ThPeF8020 Prevention through well-known a powerfull tool for
behavior changing
A.S. Beugre. NGO Ruban Rouge, 22 bp 1291 Abidjan 22
Issues: The press is a powerful tool of communication for a changing in the behavior in developing countries.