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Evaluating the Impact of a National AIDS Prevention Radio Campaign in St. Vincent and the Grenadines 1
Author(s) -
Middlestadt Susan E.,
Fishbein Martin,
Albarracin Dolores,
Francis Claudette,
Eustace M. Ann,
Helquist Michael,
Schneider Anton
Publication year - 1995
Publication title -
journal of applied social psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.822
H-Index - 111
eISSN - 1559-1816
pISSN - 0021-9029
DOI - 10.1111/j.1559-1816.1995.tb01581.x
Subject(s) - mass media , battle , condom , demography , political science , geography , socioeconomics , advertising , human immunodeficiency virus (hiv) , sociology , medicine , business , family medicine , archaeology , syphilis
Based on extensive formative research in the three Eastern Caribbean countries of St. Lucia, St. Vincent and the Grenadines, and Grenada (Fishbein, Middlestadt, & Trafimow, 1993; Fishbein, Trafimow, et al., 1993), a three‐nation, mass media, condom use campaign was developed. In order to assess the impact of the campaign, a follow‐up survey was conducted in St. Vincent and the Grenadines. This paper examines the effectiveness of the campaign by comparing responses on this survey by respondents who were or were not exposed to the campaign. A statistically significant impact of exposure to the campaign was obtained, indicating that a well‐designed, empirically based, mass media campaign can be an effective tool in the battle to prevent the spread of AIDS.