Comprehension of HIV/AIDS messages in Lesotho

Abstract

Targeted audiences do not always comprehend HIV/AIDS visual campaigns that are meant toeducate and inform, and thus such campaigns do not result in a positive change in behaviourand attitude. This is possibly ascribable to the inappropriate use of graphic imagery and othervisual elements in many such campaigns. Even though the cost of the ineffective use of graphicimages in information and awareness might be difficult to calculate – especially with regard tohealth-related problems in which lives are involved, – the effectiveness of any visual healthcommunicationmaterial in terms of meaningful learning, comprehension or retention cannevertheless be determined by means of post-testing. In this study, the comprehension of the loveLife outdoor campaign material was thus post-tested amongst 301 subjects from five high schools in both urban and rural areas. The study set outto determine the subjects’ comprehension of both the messages and the graphic imagery andevaluated the material for self-efficacy. The results indicate that suitable graphic imagery fostersmessage comprehension, that inappropriate imagery inhibits comprehension, and that realisticand appropriate imagery is preferred to abstract and representational imagery. In addition, it wasfound that familiar images are a vehicle towards improved comprehension of HIV/AIDS messages.