A large-scale public welfare performance on AIDS prevention with the scheme of Fluttering Red Ribbon and its education effect by delivering via television.
Int Conf AIDS 2002 Jul 7-12; 14:(abstract no. MoPeF3947)
Hou PS, Wang XL, Ren XF, He JL, Xu WQ, Yip R National Health Education Institute, Beijing, China
Background Sponsored by five ministries of China, a large-scale public welfare performance on AIDS prevention with the scheme of "Fluttering Red Ribbon" was broadcasted via China Central Television (CCTV) that included various art forms such as songs, dance, opusculum, playlet, interview of AIDS patients and experts, ad and cartoon specially designed for delivering messages on AIDS prevention, relieving misunderstanding, and evoking care for people lived with AIDS. Methods Ratings data from audience measurement network of CVSC-SOFRES MEDIA obtained for estimating cumulative audience; computer-assisted telephone sampling survey of the Central Viewer Survey and Consulting Center conducted for comparison across exposed, unexposed and control groups; focus group discussion (FGDs) implemented among different target audiences. Results Above 0.1 billion audience and 43.8% of urban families were reached by this program. About 71 million viewers watched the program all along via CCTV-1, CCTV-3 and CCTV-4 during December 1-8 at a cost of about 0.03 RMB per capita; 85.5% of viewers were very or relatively satisfied to the program. Compared to control group, exposed group improved their willingness on access to AIDS infectors or patients from 40.4% to 57.6%, keeping social relationship with them from 48.3% to 73.3% and permitting them to work or study from 72.2% to 83.0%; the audience also improved their awareness on no risk for AIDS virus transmission via normal living contact from 76.3% to 90.3%, transmission route via blood transfusion or sharing injection pinhead from 93.1% to 97.0% and prevention effect by using condom correctly from 58.1% to 67.3%.
CONCLUSION: It's a rapid, far-reached, cost-benefited, and effective way to carry out health education campaign by making use of "star's effect", authority of AIDS experts, persuasion of living cases in the form of artistic performance, cartoon and so on to deliver health messages via main television channel.
Keywords: AEGIS, Television, Acquired Immunodeficiency Syndrome, Teaching, Health Education, Social Welfare, Condoms, Behavior, Health Promotion, Sexual Behavior, Risk-Taking, Curriculum, Health Behavior, Sexual Abstinence, China, Human, education, prevention & control
