Media Campaigns - Keating Flashcards
Name the method used
Self report
What was the aim of the Keatings study?
To assess the extent to which a mass media campaign (VISION) focussing on reproductive health and HIV/AIDS prevention resulted in increased awareness and prevention of HIV/AIDS
Describe the sample
Stratified random sample of 3278 participants aged 15-49 from 3 Nigerian States. 60% married
How were participants interviewed?
Questionnaires
What did questions include information about?
Family planning, sexual activity and exposure to media campaigns
What was the first closed question participants were asked?
Have you ever talked with a partner about ways to prevent getting the virus that causes AIDS?
What was the second closed question participants were asked?
Can people reduce their chances of getting the AIDS virus by using a condom every time they have sex?
What was the third closed question participants were asked?
Did you use a condom during your last sexual encounter?
Was exposure to media campaigns high or low?
High
How many times more likely were people to have discussed HIV/AIDS with a partner and to know that condom use reduces the risk of infection?
1.5 times more likely to discuss with a partner, and twice as likely to know that condom use reduces the risk of infection
Had VISION increased awareness and communication of HIV/AIDS
Yes
What effect did increased knowledge have on condom use?
No effect
What did keating conclude about how to improve future campaigns
Practical advice should about how to obtain condoms should be included
