| A 10-year systematic review of HIV/AIDS mass communication campaigns: Have we made progress? | |
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MedLine Citation:
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PMID: 19180369 Owner: NLM Status: MEDLINE |
Abstract/OtherAbstract:
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The purpose of the current study was to conduct a 10-year systematic review of HIV/AIDS mass communication campaigns focused on sexual behavior, HIV testing, or both (1998-2007) and to compare the results with the last comprehensive review of such campaigns, conducted by Myhre and Flora (2000). A comprehensive search strategy yielded 38 HIV/AIDS campaign evaluation articles published in peer-reviewed journals, representing 34 distinct campaign efforts conducted in 23 countries. The articles were coded on a variety of campaign design and evaluation dimensions by two independent coders. Results indicated that compared with the previous systematic review (1986-1998 period), campaigns increasingly have employed the following strategies: (1) targeted defined audiences developed through audience segmentation procedures; (2) designed campaign themes around behavior change (rather than knowledge change); (3) used behavioral theories; (4) achieved high message exposure; (5) used stronger research designs for outcome evaluation; and (6) included measures of behavior (or behavioral intentions) in outcome assessments. In addition, an examination of 10 campaign efforts that used more rigorous quasi-experimental designs revealed that the majority (8 of 10) demonstrated effects on behavior change or behavioral intentions. Despite these positive developments, most HIV/AIDS campaigns continue to use weak (i.e., preexperimental) outcome evaluation designs. Implications of these results for improved design, implementation, and evaluation of HIV/AIDS campaign efforts are discussed. |
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Authors:
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Seth M Noar; Philip Palmgreen; Melissa Chabot; Nicole Dobransky; Rick S Zimmerman |
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Publication Detail:
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Type: Journal Article; Review |
Journal Detail:
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Title: Journal of health communication Volume: 14 ISSN: 1081-0730 ISO Abbreviation: J Health Commun Publication Date: 2009 Jan-Feb |
Date Detail:
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Created Date: 2009-01-30 Completed Date: 2009-03-30 Revised Date: - |
Medline Journal Info:
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Nlm Unique ID: 9604100 Medline TA: J Health Commun Country: England |
Other Details:
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Languages: eng Pagination: 15-42 Citation Subset: T |
Affiliation:
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Department of Communication, University of Kentucky, Lexington, Kentucky 40506-0042, USA. snoar2@uky.edu |
Export Citation:
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| MeSH Terms | |
Descriptor/Qualifier:
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Acquired Immunodeficiency Syndrome
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prevention & control,
psychology HIV Infections / prevention & control*, psychology Health Promotion* Humans Mass Media* Periodicals as Topic / statistics & numerical data Risk Reduction Behavior Sexual Behavior* Social Marketing* |
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