9th International AIDS Conference Berlin, Germany — June 6-11, 1993

Int Conf AIDS 1993 Jun 6-11; 9:130 (abstract no. WS-D27-2)
Rodriguez L, Ortega G; PATH seconded to AIDSCAP Project/Family Health International, Arlington, VA.

OBJECTIVE: To increase the positive impact of massive AIDS prevention campaigns through strategies that combine massive impact on public opinion and work with key sectors and decision makers of the community. A concrete case carried out in Colombia will be analyzed.

METHOD: A new strategy was implemented which combined the use of mass media campaigns, alternative communication and social analysis tools, borrowed from social anthropology.

RESULTS: In 1991, a conventional government run mass media campaign promoting the use of condoms had such a negative effect on public opinion that it had to be discontinued after its first week. In 1992, a campaign carried out under this new approach and implemented by an NGO working in coordination with government authorities impacted 14 million people, directly distributed 200,000 condoms in a nationally circulated newspaper and received no adverse reactions.

CONCLUSION: In Latin America, new conditions for AIDS communication programs are emerging. These conditions respond to the latest developments in the social and political patterns leading to the emergence of more democratic and open societies. Communication, especially mass media programs, need to adapt and use the window of opportunities provided by this context in order to increase effectiveness and impact. ACKNOWLEDGEMENT: Partial support of this work was provided by Family Health International with funds from the United States Agency for International Development (USAID). FHI is an international nonprofit organization which conducts research and provides technical assistance in health, family planning, STDs and AIDS.

Copyright © 1993 - International AIDS Society (IAS). Reproduction of this abstract (other than one copy for personal reference) must be cleared through the IAS.