More than disseminating facts: Using multiple communication modalities to break the silence around HIV in Kenya

HIV prevention communication campaigns have focused primarily on mass media messages provided through a one-directional, sender-receiver communication model. This model transfers information and can increase content awareness and message recall, but cannot guarantee that the target audience/receivers will understand the message as the senders intended. With a message ‘Avoid HIV—Have Safe Sex,' the target audience may repeat “safe sex”, but could have different understandings of what safe sex means. In response, this program implements an “intermedia” process, combining mass and interpersonal communication to promote public health awareness/behavior change.

Through a partnership created by the HIV/AIDS Twinning Center with funding from the US President's Emergency Plan for AIDS Relief, the Kenyan Episcopal Conference-Catholic Secretariat in Nairobi and DePaul University in Chicago have formed a multidisciplinary team to enhance HIV prevention for Kenyan youth. The intervention occurs in urban and rural schools and includes a school-based curriculum and radio messaging campaign on a Catholic radio station.

Through multiple modalities the intervention provides accurate HIV/AIDS information, encouraging participants to refrain from high risk activities and break cultural taboo, talking about HIV/AIDS together and in the community. Teachers, parents, and community leaders who participate are able to clarify their knowledge and start conversations in their own communities.

To ensure that public health messages are received, comprehensive efforts like this are needed to help break silence around health issues. Programs which communicate complex and taboo health topics, such as HIV/AIDS, should focus on culturally appropriate dissemination and communication at multiple levels, utilizing varying modalities.