Multi-Media Campaign Exposure and Interpersonal Communication on Sexual Abstinence among Young People in Nigeria: A Propensity-Matched Study

Abstract

A national multi-media campaign (Zip-Up!) was initiated in Nigeria in 2004 to promote sexual abstinence among young people as part of comprehensive efforts to reduce sexually transmitted infection and unwanted pregnancy. This study assessed the effect of the campaign exposure on interpersonal communication about abstinence among a nationally representative sample of never-married young people (15-24 years). A propensity score matching technique was used to create a comparison group statistically equivalent to the group exposed to the campaign and assess the campaign effect. Of the 3,388 people sampled, 29.1% had been exposed to the campaign. Factors significantly associated with campaign exposure included age (OR = 1.08; 95% C.I. = 1.04-1.12), urban location (OR = 1.31; 95% C.I. = 1.04-1.66), and frequency of media use. Compared to the non-exposed group, campaign exposure was associated with a statistically significant adjusted increase of 10.9% in the proportion of young people who engaged in interpersonal communication about abstinence.