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The Diabetes Educator

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Health Education & Behavior
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Personal Involvement of Young People in HIV Prevention Campaign Messages: The Role of Message Format, Culture, and Gender

Cynthia Waszak Geary, PhD, MA

Family Health International, Research Triangle Park (RTP), North Carolina, cgeary{at}fhi.org

Holly M. Burke, MPH

Family Health International, Research Triangle Park (RTP), North Carolina

Laura Johnson, MA

Family Health International, Research Triangle Park (RTP), North Carolina

Jennifer Liku, MA

Family Health International, Research Triangle Park (RTP), North Carolina

Laure Castelnau, BA

IBOPE, São Paulo, Brazil

Shailes Neupane, MPH

Valley Research Group, Kathmandu, Nepal

Cheikh Niang, PhD

Institute for Environmental Sciences, Cheikh Anta Diop University, Dakar, Senegal

To examine young people's reactions to and understanding of HIV prevention messages developed for MTV's global HIV prevention campaign Staying Alive, videotaped campaign materials were shown to focus group discussion (FGD) participants living in urban areas of Brazil, Kenya, Nepal, and Senegal. Responses related to "personal involvement" with the message were identified in the data from these FGDs and were examined in relationship to the emerging message themes, the message format (public service announcements [PSAs] vs. documentary), cultural context (site), and participant gender. Across groups, greater personal involvement (measured by personal connections, emotional reactions, and lessons learned) was found in responses about the documentary format compared to the PSA format. Exceptions were found for specific PSAs that were considered more relevant within specific gender or cultural contexts. Implications of findings for global campaigns were considered.

Key Words: adolescents • media campaigns • personal involvement

This version was published on April 1, 2008

Health Education & Behavior, Vol. 35, No. 2, 190-206 (2008)
DOI: 10.1177/1090198106288252
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