AEGiS-07IAC: AIDS communication programs in the African context: integrating mass media and interpersonal approachez in Zaire.

7th International AIDS Conference


Florence, Italy — June 16-21, 1991

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AIDS communication programs in the African context: integrating mass media and interpersonal approachez in Zaire.

Int Conf AIDS 1991 Jun 16-21; 7:454 (abstract no. W.D.4267)
Convisser J, Momat K, Kambamba SA, Eiger R; Projet d'Education par les Medias sur le SIDA au Zaire, a project of Population Services International, USA

CONTEXT: Mass media is recognized as a powerful tool in any national AIDS education campaign. However, in the African context, where some communities do not have access to television or radio, the reach of these media may be limited. It is therefore necessary to seek innovative ways to amplify the reach and dissemination of media materials through community groups and interpersonal channels.

OBJECTIVE: To increase the impact of AIDS educational messages in communities with less access to mass media.

METHOD: PSI/PEM-SIDA, an executing agency for Zaire's National AIDS Program, amplifies the reach of mass media AIDS materials such as popular music, radio programs, video dramas, and print materials by integrating the use of these materials into community meetings, popular fairs and cultural events, bars, shops, and public transport.

RESULTS: By introducing media materials into communities through non-formal channels, PSI/PEM-SIDA has reached a wider public with important AIDS educational and motivational messages. A recent knowledge, attitude, and practice (KAP) study conducted by the School of Public Health of the University of Kinshasa in collaboration with PSI/PEM demonstrates significant knowledge and attitudinal differences between the two regions targeted by PSI/PEM efforts and the control region. In addition, qualitative research in one rural region of Zaire shows differences in levels of knowledge and in attitudes between communities where radio listening groups have been organized and those where the radio messages are simply received via normal radio diffusion.

CONCLUSION: In planning national-scope AIDS information, education, and communication programs in the African context, it is important widen the reach and increase the impact of media materials through informal channels.

Keywords: AEGIS, Mass Media, Acquired Immunodeficiency Syndrome, Communication, Radio, Knowledge, Attitudes, Practice, Television, Advertising, Ethnic Groups, Blacks, Interpersonal Relations, Democratic Republic of the Congo, ICA7KWDaegis,massmedia,acquiredimmunodeficiencysyndrome,communication,radio,knowledge,attitudes,practice,television,advertising,ethnicgroups,blacks,interpersonalrelations,democraticrepublicofthecongo,ica7
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WD4267

Copyright © 1991 - International AIDS Society (IAS). Reproduction of this abstract (other than one copy for personal reference) must be cleared through the IAS.