Adolescents’ exposure to mass media campaign messages on HIV/AIDS in Ghana

Abstract

Using rich data collected from adolescents in Ghana by the Guttmacher Institute in collaboration with partners including the University of Cape Coast, this paper attempts to examine how exposure to specific messages designed for a media campaign dubbed “Stop AIDS-Love Life’ affected adolescents’ behaviour towards HIV/AIDS. Two logistic regression models are used to examine the effects of exposure to messages on HIV/AIDS on adolescents’ behavior towards HIV/AIDS. The study observed a direct and significant relationship between exposure to some of the messages and HIV/AIDS behavioural outcomes. It was established that adolescents who were exposed to the message titled “Think before you play” were about 1.3 times more likely to consider themselves at risk of HIV infection in both models. At p<.05, adolescents who reported exposure to HIV/AIDS messages “No means no - think” were more than 1.2 times more likely to express willingness to care for an HIV infected persons. The study highlights the need to put in place measures which will ensure that adolescents are reached with appropriate messages through mass media channels which are accessible to them. Efforts should be made to use mass media messages to reach adolescents on issues concerning HIV/AIDS stigma and discrimination. It is recommended that adolescents should be provided with supportive environments which will help them to sustain positive behaviour that they adopt in order to avoid a “slip” or “relapse”. Also, program designers and implementers should avoid the ‘once-size-all approach’ and consider the heterogeneity that exists among adolescents in the design of campaign messages.