AIDSWEEKLY Plus; Monday, July 18, 2005
Staff Medical Writers

According to a study from the United States, "This paper uses retrospective event-history data covering a 4-year period to examine the timing of exposure to HIV/AIDS education and social marketing condom promotion campaigns, relative to the timing of changes in sexual risk behavior in Tanzania."

"Analysis of the event-history data shows that the process of exposure to AIDS education messages and exposure to brand advertising for Salama brand condoms was very different," reported P.M. Eloundouenyegue and colleagues at Cornell University in Ithaca.

"While exposure to AIDS education was early and gradual," the authors wrote, "exposure to Salama brand condoms started later, but was much more rapid. After 1 year of advertising, over half of the target population had been reached by the Salama advertising campaign, mostly through newspapers, radio and television."

"During the study period," continued researchers, "condom use increased from 15% at the beginning of 1993 to 42% at the end of 1996. Increases in condom use were driven both by men who became sexually active, and by men who were not yet protected, or not fully protected."

Investigators concluded, "The results further show that it is uncommon for men who adopted condom use to return to more risky behavior, which suggests that behavior change in the study population is permanent."

Eloundouenyegue and colleagues published their study in the Journal of Biosocial Science (From awareness to adoption: The effect of aids education and condom social marketing on condom use in Tanzania (1993-1996). J Biosoc Sci. 2005 May;37(3):257-68.

For more information, contact P.M. Eloundouenyegue, Cornell University, Dept. Rural Sociol, Ithaca, NY 14853, USA.

Publisher contact information for the Journal of Biosocial Science is: Cambridge University Press, 40 West 20th St., New York, NY 10011-4211, USA.

Keywords: Ithaca, New York, United States, HIV/AIDS Prevention, Condom Use, Brand Advertising, Safe Sex.

This article was prepared by AIDS Weekly editors from staff and other reports.

Reference

Eloundou-Enyegue PM, Meekers D, Calves AE. From awareness to adoption: the effect of AIDS education and condom social marketing on condom use in Tanzania (1993-1996)., J Biosoc Sci. 2005 May;37(3):257-68.

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