Marseille 2007
Marseille 2007
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Abstract #387  -  Condom Behaviours and Mass Media in Cambodia
Session:
  6.61: Posters A (Poster) on Monday   in  Chaired by
Authors:
  Presenting Author:   Ms Lizz Frost Yocum - BBC World Service Trust, United Kingdom
 
  Additional Authors:  Ms Linna Chiv, Mr Narith  Khim, Mr Ratana By,  
Aim:
Abstract Option 1 - In a multi-media HIV and AIDS campaign in Cambodia, the BBC World Service Trust worked in partnership with national and commercial broadcasters to produce radio and television programming to raise awareness, increase knowledge, change attitudes and behaviours, and reduce stigma around HIV and AIDS. In March 2004, the BBC world Service Trust began a series of cross-sectional quantitative studies of media consumers to measure reach and impact of the BBC World Service Trusts HIV and AIDS television and radio programming and supporting print formats in Cambodia. The endline survey research on Knowledge, Attitudes and Practices (KAP) about HIV and AIDS related issues was conducted in Cambodia 2006.
 
Method / Issue:
A household based cross-sectional survey was conducted in 21 of 24 Cambodian provinces known to receive broadcasts of the Trusts media partners using multi-stage sampling. A total of 2215 respondents were interviewed during the baseline study and 2276 at the endline. The target audience for the condom behaviour change was sexually active males and sexually active females. Analysis of those with different levels of exposure to the Trusts formats were used to examine the relationships between exposure and behaviour change, including condom behaviours. Exposure was defined in the analysis by recall of any of the projects outputs in at least one of the three ways television, radio or project. Statistical associations between levels of exposure and behavioural outcomes are considered evidence of impact.
 
Results / Comments:
97% of respondents had been exposed to at least one format; 96% of sexually active males and 98% of sexually active females. Key findings include: Those agreeing it is acceptable for a woman to request a man uses a condom have increased (79% baseline, 89% endline). Acceptability of women buying condoms has increased substantially (60% baseline, 80% endline). Sexually active males reporting having used a condom increased significantly (36% baseline, 49% endline). Significantly more sexually active men with high exposure to Trust outputs reported ever having used a condom than baseline, low and medium exposure groups. Consistent condom use was reported at higher levels among sexually active males by those who have ever used a condom (65%) than sexually active females (52%). Significantly more of these sexually active men with high exposure to Trust outputs reported using a condom the last time they had sex than the baseline group.
 
Discussion:
The research demonstrates the potential of media interventions to reach large audiences and to change behaviour. Key findings about condom behaviours among both sexually active males and females show their change over time, albeit to differing degrees. Impact analysis comparing condom behaviour on the basis of exposure to the BBC World Service Trust project provides evidence that mass media interventions can achieve behaviour change. Analysis found strong statistical relationships between levels of exposure to the Trusts intervention and condom behaviour change: Among those with higher levels of exposure, condom behaviours were consistently higher, and in most cases the difference were statistically significant.
 
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