Theories, models and strategies in developing an effective HIV/AIDS campaign in South Africa

Abstract

There is no doubt that the impact of media messages and campaigns has helped toinform, sustain and shape attitudes on a health issue such as HIV/AIDS. They have beenheralded as the most important tools in raising awareness but little is known about howmuch impact they have had in changing people’s behaviour. The purpose of HIV/AIDShealth communication and campaigns is to educate by improving health, reducing therisks of HIV infections and promoting the well-being of individuals and communities.Most HIV/AIDS campaigns have been unsuccessful in achieving this goal because of poorconceptualisation and narrow strategic approaches. In fact, the media has been blamedfor perpetuating confusions around the disease. Another problem may be that mosthealth programme interventions have not been based on theories and models. Theoriesplay a pivotal role in planning and implementing campaign strategies. Theories andmodels can be used to help campaign developers understand the nature of the targetedbehaviour, suitable programmes for the targeted people, the methods that can be usedto accomplish change, and the outcomes for the evaluation. Media messages andcampaigns, if designed properly, can have a major impact on behavioural change. Inthis paper, I shall look at media messages and campaigns on HIV/AIDS, and address theapplication of health communication theories in influencing health behaviour. Finally,I shall look at how theories can be used to develop effective health campaigns targetingthe people of South Africa.