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Abstract: Video includes television spots produced as components of the 'Zambia HIV/AIDS Youth Mass Media Campaign'. 1.) 'Be Proud, Abstinence: Il Che' includes comments from adolescent males explaining their reasons to abstain from sex. 2.) 'Say No to Sex, Virgin Power, Virgin Pride!' encourages adolescent females to abstain from sexual activity until after marriage. 3.) 'Use a Condom Every Time' introduces... more
Abstract: Video includes television spots produced as components of the 'Zambia HIV/AIDS Youth Mass Media Campaign'. 1.) 'Be Proud, Abstinence: Il Che' includes comments from adolescent males explaining their reasons to abstain from sex. 2.) 'Say No to Sex, Virgin Power, Virgin Pride!' encourages adolescent females to abstain from sexual activity until after marriage. 3.) 'Use a Condom Every Time' introduces the viewer to two young women; one of whom is HIV positive. The spot highlights the necessity of condom use every time that you have sex because it is impossible to identify an HIV positive person just by looking at him or her. 4.) 'Maximum...use it' encourages condom use. 5.) 'Just how cool are you...use a condom everytime you have sex' illustrates the important of condom use to prevent sexually transmitted diseases.|Includes the following TV spots: 1) "Four Cs"; 2) "No matter : Boy"; 3) "Virgin power/virgin pride"; 4) "No matter : Boy lifts"; 5) "VP/VP Lifts"; 6) "Youth in crisis : Camera cards"; 7) "Our boy"; 8) "Consistent condom user".|Includes 12 television spots from the campaign "Helping Each Other Act Responsibly Together (HEART)"; some spots are repeated 2 or 3 times. 1) 2 boys are playing basketball. One of them is HIV positive but looks as healthy as the other. The spot aims to tell viewers that HIV status cannot be determined by appearance. 2) 3 girls are talking under a tree. One of them shows the other 2 a picture of her boyfriend. She tells them that he is good to her and how he is responsible by suggesting using condoms. The 2 girls are bothered by the idea of using condoms in the beginning and says that the man might be sleeping around, but eventually agrees with the girl that condom use is necessary for mutual protection. 3) 2 males are fixing a car. One of them talks about his steady relationship with his girlfriend and states that he is thinking about stopping using condoms. The other lectures him by saying that he should not take chances and should use a condom every time they have sex. 4) Use a condom every time (repeated twice) 5) Short version of spot #2, no condom no sex (repeated twice) 6) Short version of spot #3, use condom (repeated twice) 7) just words "use condom....sex" (repeated twice) 8) 'Be Proud, Abstinence: Il Che' includes comments from adolescent males explaining their reasons to abstain from sex (repeated twice) 9) 'Say No to Sex, Virgin Power, Virgin Pride!' encourages adolescent females to abstain from sexual activity until after marriage. (repeated once) 10) 'Use a Condom Every Time' introduces the viewer to two young women; one of whom is HIV positive. The spot highlights the necessity of condom use every time that you have sex because it is impossible to identify an HIV positive person just by looking at him or her (repeated once) 11) 'Maximum...use it' encourages condom use (repeated twice) 12) Spot #10 in different language (repeated once)|This video is done in the form of a hip hop/ rap music video. The singers are four teenage girls who through their lyrics promote the ideas of abstinence and education as a means to achieving their goals and dreams. Skits are repeated in versions of varying lengths. less
Formative Research: The Zambia Demographic and Health Survey of 2001/2002 and the Zambia Sexual Behaviour Survey of 2003 both revealed a lack of knowledge about HIV that makes youth especially vulnerable.
Formative Research Links:
Download the Zambia Demographic and Health Survey: 2001-2002
Download the Zambia Sexual Behaviour Survey of 2003
Pretesting: A design team of communication and adolescent reproductive health specialists, including young Zambians, came together to plan, develop, and implement HEART. An HIV-positive youth on the team ensured that the concerns of HIV-positive youth were considered. To achieve even broader youth involvement, HEART included a Youth Advisory Group (YAG) consisting of 35 to 40 young people from 11 youth organizations... more
Pretesting: A design team of communication and adolescent reproductive health specialists, including young Zambians, came together to plan, develop, and implement HEART. An HIV-positive youth on the team ensured that the concerns of HIV-positive youth were considered. To achieve even broader youth involvement, HEART included a Youth Advisory Group (YAG) consisting of 35 to 40 young people from 11 youth organizations to advise the design team. The YAG developed communication objectives and messages for abstinent males, abstinent females, inconsistent male condom-users and inconsistent female condom-users, all ages 13 to 19 years. Finally, the team tested message concepts for appeal and comprehension through focus groups and in-depth interviews; post-broadcast spot surveys were conducted to test reach and recall. less
Summative Evaluation: The HEART program largely met its goals. Among the salient findings were the following: About 64% of urban respondents reported that they had seen all or some of the television spots, while approximately 14% of rural respondents saw one or more; Viewers were significantly more likely than non-viewers to mention abstinence as a way to avoid transmission in both survey years; In 2003, viewers compared... more
Summative Evaluation: The HEART program largely met its goals. Among the salient findings were the following: About 64% of urban respondents reported that they had seen all or some of the television spots, while approximately 14% of rural respondents saw one or more; Viewers were significantly more likely than non-viewers to mention abstinence as a way to avoid transmission in both survey years; In 2003, viewers compared with non-viewers were more likely to mention condom use and having only one partner as ways to avoid HIV; Approximately 53% of viewers reported that they took at least one action as a result of having seen the campaign; Overall, respondents were more likely to say they chose “to abstain” than to report that they decided to use a condom as a result of seeing the spots; Viewers were significantly more likely than non-viewers to report primary or secondary abstinence. Holding background variables constant, the odds that respondents were abstinent was 1.4 times greater for viewers compared with non-viewers in 2000 and 1.7 times greater in 2003. less
Summative Evaluation Links:
Two-page Communication Impact
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