Role of media campaign in the HIV/AIDS behavior change intervention continuum in Kenya

Abstract

Objective: To determine the role of media in the HIV/AIDS behaviour change continuum among women from low socio-economic groups in Homabay County, Kenya
Design: Descriptive design
Setting: Women affiliated to selected HIV/AIDs support groups in Homabay County
Subjects: Women from low socio-economic groups in Homabay County, Kenya
Background: The fight against HIV/AIDS has been intense among vulnerable populations. But the knowledge-behavior gap still exists. The study sought to determine the role of mass media in the behavior change continuum.
Materials & Methods: Life story interviews and focused group discussions were conducted on 100 purposively selected women in HIV/AIDs support groups in Homabay County.
Results: The study found that mass media channels in the HIV/AIDS intervention were largely responsible for the awareness creation among 63% of women while the interpersonal forms were more effective in attitude and behavior change among 64% of women. It was, however, found that both forms mass media and interpersonal channels were important in the behavior change continuum.
Conclusion: Both mass media and non-linear communication forms are important in the HIV/AIDs intervention continuum.