AFEW: Annual Report 2001/2002 >> Media campaigns on safer sex / solidarity

Annual Report 2001/2002

Media campaigns on safer sex / solidarity

AFEW develops, produces and implements mass media campaigns on safer sex and on solidarity for people living with HIV/AIDS (PLWHA) in the RF, Ukraine and Mongolia. Based on evaluations carried out by AFEW, safer sex campaign messages are recalled by no less than 80% of the intended target group surveyed. Each of the programmes has been designed to address the specific needs of young people. In all three countries, AFEW works in close collaboration with a national NGO – in the RF, 'FOCUS-Media'; in Ukraine, the 'All Ukrainian Network of PLWHA'; and, in Mongolia, 'Focus'. Mass media campaigns in Republic of Moldova and Kyrgyzstan are currently under consideration.

Russian Federation: Safer sex campaigns promote personal responsibility

Beginning in 1996 in the RF, MFS/AFEW’s safer sex campaigns messages have targeted young people with a variety of themes including the following: personal choice and condom use; the promotion of healthy lifestyles and condom use
as a personal responsibility; and, encouraging individuals to make responsible choices for themselves and
their partners.

Multi-media approach

To date, four campaigns have reached millions of people across the country through a multi-media approach. Nationwide Russian television stations have aired video spots more than 2,000 times during each campaign free-of-charge. Civic and community organisations joined in the effort, distributing 1.7 million information leaflets via channels such as night clubs, clinics and universities. Outdoor advertisements on city buses, advertising billboards and the Moscow metro, as well as public service announcements in print media and at youth events such as concerts, also helped spread the messages. An evaluation of the project shows that 84% of the intended target group surveyed recalled the messages of the campaign.

Ukraine: Solidarity campaign reduces negative emotions

While prevention messages are critical, it is also vital to reduce stigma and promote solidarity with PLWHA. As the HIV/AIDS epidemic began to ravage particular communities, people in many societies reacted with fear, blaming those who were infected and ill, and arguing (explicitly or implicitly) that AIDS was a 'punishment' for stigmatised practices – whether these included sexual behaviour or drug use. This response, on a community level, can give some people a false sense of safety from the disease while silencing those most in need of prevention and treatment. In the NIS, where the epidemic has been closely tied to injecting drug use, this cycle of fear and blame has also become apparent. International experience has shown that reducing stigma and its attendant discrimination has been essential to enacting effective prevention and treatment programmes and mobilizing political will to address the full scope of the epidemic.

'Know More About HIV and AIDS!'

In 2000 in Ukraine, a mass media solidarity campaign was launched to reduce negative emotions associated with HIV/AIDS such as fear and blame. Research carried out by AFEW confirms that the campaign was well-understood and was perceived to contain important and convincing information. The slogan of the campaign was recalled by 62% of the respondents. By using personal stories and the experiences of people who have been in contact with PLWHA, the campaign works to help individuals deal with their emotions when confronted with similar situations. The campaign materials included television and radio commercials across the country, posters and banners for outdoor advertisements in Kyiv metropolitan trains, and 30 rotating billboards in the capital. More than 170,000 information leaflets were distributed and an Internet site, calendars and stickers were produced. All materials portray similar images and the same slogan - 'You Should Know More About HIV and AIDS!'

Mongolia: Encouraging safer sex practices

Mongolia is one of the few countries which is not as yet heavily impacted by the HIV/AIDS epidemic. Although the epidemic is exploding in neighbouring China and the RF, overall infection rates among Mongolians remain low. However, rising rates of STIs during the last decade indicate that high risk sexual practices are increasingly common in Mongolia, especially among young people. Many of these individuals are at risk for contracting HIV. In an effort to reduce Mongolia's vulnerability to a possible HIV/AIDS epidemic, it is necessary to increase local knowledge and awareness of STIs and encourage safer sex practices.

Breaking down existing taboos

Two campaigns were initiated to break down existing taboos in Mongolian culture, where it has been historically difficult to discuss issues surrounding sexuality. Eighty-eight percent (88%) of the respondents reported having seen campaign materials through evaluation research conducted by AFEW after the campaign was initiated. The campaigns have created a social atmosphere in which young people could feel more comfortable learning about and implementing safer sex practices – that is, one in which safer sex topics were the norm rather than the exception. Campaign commercials were aired 1,000 times free-of-charge by Mongolian television stations, and 700,000 information leaflets were distributed in health facilities, pharmacies, schools, universities and at selected events.

Selected Outcomes from Media Campaigns on Safer Sex / Solidarity in 2002:

• Implementation of the 4th campaign in the RF, 2nd campaign in Ukraine, and development of the 3rd campaign in Mongolia
• Broadcast of video clips:
  • In the RF, video clips for the 4th campaign were broadcast 2,300 times on national and local channels.
  • In Ukraine, campaign clips were broadcast 50 times on a national channel and 150 times on local channels.
• Outdoor advertisements:
  • In the RF, 20 billboards were posted in metro stations and 5 posters were displayed on trolley busses.
  • In Ukraine, 15 billboards were displayed throughout the city of Kyiv.
• Production of printed information Library (statistics, documents, links):
  • In the RF, 310,000 leaflets were produced.
  • In Ukraine, 200,000 were produced.
  • Leaflets were distributed in night clubs, clinics, universities, and as an insert in women's magazines.
• In the RF, a night club event was organised for World AIDS Day, reaching around 3,000 young people.
• Knowledge, Attitude, Practices and Behaviour (KAPB) surveys were administered to 1,200 young people to evaluate the effectiveness of the campaigns. Campaigns showed the following:

KAPB SURVEY RESULTS FROM THE RF, 2002

KAPB SURVEY RESULTS FROM MONGOLIA, 2002

KAPB SURVEY RESULTS FROM UKRAINE, 2002