15th International AIDS Conference Bangkok, Thailand - July 11-16, 2004

Int Conf AIDS 2004 Jul 11-16; 15:(abstract no. WeOrC1244)

Borima C, Makin J, Longfield K
PSI/Cambodia, Phnom Penh, Cambodia

BACKGROUND: In 2003, PSI/Cambodia produced a television soap opera, Punishment of Love (PoL), as part of its HIV/AIDS prevention campaign. Developed in accordance with traditional Cambodian culture, religious values and ethical considerations, the campaign provided health messages that aimed to enable viewers to improve their HIV/AIDS knowledge and to reduce stigma associated with infection. A survey was conducted during the month after the conclusion of PoL to evaluate its impact.

METHODS: Data were collected from 2,865 respondents using 3 sampling strategies: a household survey among individuals aged 15-49; street intercepts with in- and out-of-school youth aged 15-24, potential clients of indirect sex workers, and garment workers; and a targeted survey with women in the hospitality industry. Quotas were imposed on each target group in order to survey equal numbers of viewers and non-viewers of PoL. Data were analyzed in SPSS.

RESULTS: The series reached 50% of the Cambodian population. Viewers were predominantly young, educated, and had a relatively high socio-economic status. Nearly all viewers (94%) said they learned something from the television series, and 38% discussed it with someone they knew. Of these, 70% discussed an episode's message, principally condom use for HIV/STI prevention. PoL viewers were more likely than non-viewers to have discussed HIV/AIDS in the past two months, demonstrated more positive attitudes toward condom use and people living with HIV/AIDS (PLWHA), were better able to cite methods for showing support for PLWHA, were more likely to have shared a meal with an HIV+ person, and were more likely to be willing to care for a relative infected with AIDS in their own home.

CONCLUSIONS: Behavior change communication messages broadcast on television benefit from wide coverage in Cambodia and are an effective way of reaching a broad cross-section of the community. The campaign was successful in promoting discussion around HIV/AIDS issues and attitude change with regard to condom use and PLWHA.

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