HIV/AIDS in the HIV/AIDS in the MediaMedia

Evaluating the Evaluating the Effectiveness of Social Effectiveness of Social Marketing Concepts in Marketing Concepts in

BelizeBelizePresentation by:

Courtney Blasius

Sam Lederfine Paskal

Liz Morrison

Tala Woodward

OverviewOverview

AIDS in BelizeAIDS in Belize Project MissionProject Mission MethodsMethods Results Results Discussion and RecommendationsDiscussion and Recommendations ConclusionConclusion

HIV/AIDS in BelizeHIV/AIDS in Belize

Highest prevalence rate in C.A. Highest prevalence rate in C.A. at2.4% between the ages of 15-24 at2.4% between the ages of 15-24

3rd highest rate in the Caribbean 3rd highest rate in the Caribbean

95% of infected live in Belize 95% of infected live in Belize City & DangrigaCity & Dangriga

Numbers reflect only those testedNumbers reflect only those tested

Millennium Development GoalsMillennium Development Goals

Direct impactsDirect impacts

• Combat HIV/AIDS and other Combat HIV/AIDS and other diseasesdiseases

Gather information and utilize it Gather information and utilize it to better allocate resourcesto better allocate resources

• Reduce Child mortalityReduce Child mortality To reduce the number of infected To reduce the number of infected mothers is to reduce the number of mothers is to reduce the number of infected childreninfected children

Millennium Development GoalsMillennium Development Goals

Indirect impactsIndirect impacts

• Promote Gender Equality/Empower Promote Gender Equality/Empower WomenWomen

Teach women how to make healthy Teach women how to make healthy decisions and stand by them decisions and stand by them

Project MissionProject Mission

Examine the effectiveness of Examine the effectiveness of HIV/AIDS education programs HIV/AIDS education programs

Focus on the media used to Focus on the media used to disperse this information to the disperse this information to the publicpublic

Desired endsDesired ends: collect information : collect information for educational groups to improve for educational groups to improve their campaignstheir campaigns

The Big QuestionThe Big Question

How effective are How effective are HIV/AIDS prevention and HIV/AIDS prevention and education programs in San education programs in San

Ignacio?Ignacio?

Background ResearchBackground Research

Literature reviewLiterature review• HIV/AIDS in BelizeHIV/AIDS in Belize• Media educational campaignsMedia educational campaigns

Cornerstone FoundationCornerstone Foundation

National AIDS ProgrammeNational AIDS Programme

Population Media CenterPopulation Media Center

MethodsMethods

Survey a cross-section of Belizeans Survey a cross-section of Belizeans in San Ignacio Townin San Ignacio Town

Determine whether educational Determine whether educational campaigns are workingcampaigns are working

• Where do Belizeans get their information?Where do Belizeans get their information?

• How accurate is their knowledge?How accurate is their knowledge?

• What types of campaigns are most What types of campaigns are most successful?successful?

• Comparing knowledge vs. behaviorComparing knowledge vs. behavior

Survey StructureSurvey Structure

Demographic dataDemographic data Sources of mediaSources of media HIV/AIDS knowledgeHIV/AIDS knowledge Sexual activity and condom Sexual activity and condom useuse

Stigmas and perceptionsStigmas and perceptions Open discussionOpen discussion

Results - DemographicsResults - Demographics 49% male49% male 51% female51% female

28.5% married28.5% married

69.5% single or in 69.5% single or in a relationshipa relationship

66% sexually 66% sexually active in the last active in the last 6 months6 months

Age

Age

>=5141-5030-4025-2920-2415-1910-14

Per

cent

40

30

20

10

0

Results - EducationResults - Education

48.6% have 48.6% have high school high school level educationlevel education

27.8% have 27.8% have higher thanhigher than

21.5% had less 21.5% had less thanthan

Education

Education

Other

No formal education

Graduate Level

Bachelors Degree

Associates Degree

High School

Primary School

Per

cent

60

50

40

30

20

100

51% of interviews get most of their news from television

Results – MediaResults – MediaLocal news source

Local News Source

Other

Friends

Magazine

Television

Newspaper

Radio

Pe

rce

nt

60

50

40

30

20

10

0

Results – Media Results – Media

Most popular TV programs to watch:

-News -Music video -Informational

Preferred TV Program

Preferred TV Program

Other

Sports

New s

Reality TV

Informational

Comedy

Drama

Music Video

Soap Opera/Novella

Cartoon

Pe

rce

nt

30

20

10

0

Results – HIV/AIDS InformationResults – HIV/AIDS InformationBest protection method

Best Protection Method?

Other

Don't Know

Avoiding Contact

Abstinence

One Partner

Condom

Per

cent

50

40

30

20

100

Results – Sexual ActivityResults – Sexual Activity

•62.5% are sexually active

•32.6% are not

•4.9% did not answer

Sexually Activity by Gender

Sexually Active?

NoYes

Per

cent

80

70

60

50

40

30

20

Gender

Female

Male

Results - Condom UseResults - Condom Use

Condom use by gender

Do you use condoms?

Never

Rarely

Sometim

es

Always

Pe

rce

nt

50

40

30

20

10

0

Gender

Female

Male

Results – Condom UseResults – Condom Use

34% of people do not use condoms because their “partner is faithful”

If you don't use condoms, why not?

If not, why?

N/AO

ther

Embarrassed

Refusal of partner

Do not have access

Discomfort

Religion

Partner is Faithful

On Birth Control

Pe

rce

nt

40

30

20

10

0

26

4333

12

4

34

11

If you don't use condoms, why not?

If not, why?

N/AO

ther

Embarrassed

Refusal of partner

Do not have access

Discomfort

Religion

Partner is Faithful

On Birth Control

Pe

rce

nt

40

30

20

10

0

26

4333

12

4

34

11

Results – HIV/AIDS TestingResults – HIV/AIDS Testing

Been Tested?

Been Tested?

NoYesP

erc

en

t

54

52

50

48

46

44

42

91% know where to get tested yet only 52% have been.

Know where to get tested?

Know where get tested?

NoYes

Pe

rce

nt

100

80

60

40

20

0

Results - PerceptionsResults - PerceptionsDo you think you're at risk?

Do you think you're at risk?

Don't KnowNoYes

Pe

rce

nt

50

40

30

20

10

“There are hundreds of persons infected and the authorities do not know about them. I have seen or know about 2 persons who have died, and know of others. The public is vulnerable.”

Results – PerceptionsResults – PerceptionsBuy groceries from an HIV+ person?

Buy groceries from an HIV+ person?

Don't KnowNoYes

Pe

rce

nt

60

50

40

30

20

10

“I believe people who are infected with HIV/AIDS should be treated just like everybody else.”

Results - PerceptionsResults - Perceptions

Only 22% of interviewees believed their friends would keep HIV status confidential

If you became HIV+…

Would friends keep your status confidential?

Would friends keep your status confidential

Don't KnowNoYes

Pe

rce

nt

50

40

30

20

10

Discussion QuestionsDiscussion QuestionsCommon AnswersCommon Answers

Reasons for not getting testedReasons for not getting tested• Fear, lazy, costFear, lazy, cost

Myths and MisconceptionsMyths and Misconceptions• Contraction by: kissing, hugging, holding Contraction by: kissing, hugging, holding hands, sharing cups, talking, toilet seatshands, sharing cups, talking, toilet seats

• People look sick People look sick

Are schools doing a good job Are schools doing a good job educating?educating?

Interesting QuotesInteresting Quotes

•“How can we get through to religious leaders? So we can really educate our kids on a daily basis? They are having SEX; we know!”

•“I think we should give more support to those who are infected and also tell them that they should not go about infecting other people, be truthful about their status.”

Statistics to think about…Statistics to think about…

24.3% believe they do not get enough 24.3% believe they do not get enough information about HIV/AIDSinformation about HIV/AIDS

34.9% of those who are sexually 34.9% of those who are sexually active have never been tested for active have never been tested for HIV/AIDSHIV/AIDS

Almost 40% of interviewees believe Almost 40% of interviewees believe that people who become infected with that people who become infected with HIV have done something to deserve itHIV have done something to deserve it

LimitationsLimitations

For several reasons our study is For several reasons our study is inconclusive:inconclusive:

• Not conducted as a random sampleNot conducted as a random sample• Chose a qualitative over quantitative Chose a qualitative over quantitative studystudy

• Represents only a small cross-section Represents only a small cross-section of population in San Ignacioof population in San Ignacio

• Inconsistencies within individual Inconsistencies within individual surveyssurveys

• TimeTime

RecommendationsRecommendations Conduct survey with much larger Conduct survey with much larger sample size sample size • Random samplingRandom sampling• Greater geographic area coveredGreater geographic area covered

Disperse results to educational Disperse results to educational organizationsorganizations

Compare results with census dataCompare results with census data

ConclusionsConclusions

The knowledge is available but STIGMA The knowledge is available but STIGMA is preventing progressis preventing progress

Many people think that the schools are Many people think that the schools are doing a good job with HIV educationdoing a good job with HIV education

Media campaigns should address stigma Media campaigns should address stigma

Schools should emphasize condoms over Schools should emphasize condoms over abstinenceabstinence