3rd International AIDS Society Conference on HIV Pathogenesis and Treatment Rio de Janeiro - July 24 - 27, 2005

CREATING DEMAND FOR VCT: A MULTI-COUNTRY EXAMINATION OF SOCIAL MARKETING PROGRAMS FOR VCT

IAS Conf HIV Pathog Treat 2005 Jul 24-27;3rd: Abstract No. TuPp0205

Joseph D., Richter K., England S.
Population Services International, Washington DC, United States of America

INTRODUCTION: This study presents multi-country data on the motivations and barriers to seeking VCT drawn from social marketing (SM) programs and examines the effectiveness of SM in increasing uptake and acceptance of VCT.

METHODS: Population Services International (PSI) implements VCT programs throughout Africa and Asia. Qualitative research examines motivations and perceived barriers to VCT to guide interventions. Population-based surveys use multivariate analysis to investigate perceptions and acceptance of VCT. Clinic-based data provide important reasons for seeking VCT.

RESULTS: Stigma, fear of a HIV positive result, lack of treatment options and concerns about confidentiality are still major barriers to seeking VCT in all countries studied. Population-based surveys from Namibia, Zambia, Kenya and Zimbabwe show that mass-media behavior change communication (BCC) campaigns focusing on perceived benefits and importance of VCT decreased stigma around VCT and fear of a HIV positive result. Motivations for seeking VCT services include relief from anxiety about risky sexual behavior, and sickness/death of a partner. Multivariate analysis shows that using positive messages to target high-risk groups is an effective means of promoting VCT. Client data show that SM campaigns using mass-media are a key source of information. Use of inter-personal communication (IPC) techniques has been effective in targeting high risk clients including truckers and MSM.

CONCLUSIONS: Social marketing of VCT using mass media and IPC focusing on the positive benefits and importance of VCT are an effective means of promoting VCT and decreasing stigma around HIV-testing. However, more analysis is needed to assess the best way to promote and deliver cost-effective VCT to high-risk groups in lower-prevalence settings.

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050724
Prevention | TuPp0205 | Dvora Joseph
Voluntary counselling and testing

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