AEGiS-15IAC: Radio drama and HIV prevention in Zimbabwe: Listenership survey results.

15th International AIDS Conference

Bangkok, Thailand - July 11-16, 2004

Radio drama and HIV prevention in Zimbabwe: Listenership survey results.

Int Conf AIDS 2004 Jul 11-16; 15:(abstract no. WeOrD1245)

Montano DE, Kasprzyk D, St ME
Louis, G.B. Woelk, S. Hader. Battelle, Seattle, United States

BACKGROUND: The Mopani Junction (MJ) Radio Drama, supported by Zimbabwe-CDC, was designed by Media for Development Trust to entertain, inform and encourage behavior change to prevent HIV. It was developed via qualitative formative research with target audience members and started airing in February, 2003. A survey was designed to measure the proportion of people who listen to the radio drama, and describe their characteristics as compared to non-listeners.

METHODS: The MJ listenership survey was pretested in a rural growth point village in March, 2003, to assess validity and reliability of the measures. It included demographics, a condom stereotype (14 items) and monogamy attitude scale (10 items); listeners indicated 'agree' or 'disagree' on 5-point scale items. 160 residents aged 18 to 30 were recruited from social venues in the community to participate in the survey. Data collection is continuing.

RESULTS: Mean age of survey participants was 22.7, 52% were male, 90% were sexually active. 16% listened to MJ. Listeners and non-listeners did not differ in terms of sex, age, education. 65% listened with family/friends; 83% identified with characters; and 41% talked with others about it. 20-50% of respondents endorsed condom myths or stereotypes, but listeners were less likely than non-listeners to hold them [e.g., condoms are used by promiscuous people (p=.045); condoms can cause infection (p=.000); condoms not necessary if man withdraws (p=.065)]. 20-50% of respondents endorsed negative beliefs about monogamy, in spite of acknowledging that community norms endorse monogamy.

CONCLUSIONS: MJ accrued a 1 in 6 listenership within only a month of airing. Listeners were likely to identify with the characters, try to listen consistently, and discuss it with others, indicating the formative research was effective and the script relevant. MJ appeared popular. If national coverage is similar to the pretest community, this type of radio drama could have a dramatic impact on HIV prevention.

Keywords: AEGIS, Radio, Acquired Immunodeficiency Syndrome, Condoms, Data Collection, Sexual Behavior, Zimbabwe, HIV Seropositivity, Communication, Demography, Culture, Behavior, Humans, Male, prevention & control, instrumentation, education, organization & administration

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