The 131st Annual Meeting (November 15-19, 2003) of APHA

Abstract #70822

Nancy Muturi, PhD, Caribbean Institute of Media and Communication, University of West Indies, Mona campus, Jamaica, Kingston 7, Kingston, Jamaica, (876) 977-1397, nancy.muturi@uwimona.edu.jm

Communication for behavior change is an important element in the HIV/AIDS prevention. Communicators aim at increasing awareness and understanding of the disease, the benefits for behavior change while ensuring that people have the capability and motivation to change and/or take action. Most often programs use of the mass media and interpersonal channels to achieve this goal. Reaching the focal or target audience is sometimes a two-step process from the media to opinion leaders who communicate and influence their followers.

This paper explores the role of faith-based organizations in the HIV/AIDS communication and prevention in rural Africa. Applying elements of various theoretical models in health communication, the author contends that religious leaders are credible and trusted role models in their communities who would be effective in information dissemination and behavior change communication. In HIV/AIDS communication, they would reinforce the media messages and support health professionals while condemning risky sexual behavior and practices that put people at risk of HIV/AIDS infection.

Data for this study were gathered qualitatively through focus groups and in-depth interviews among rural men and women in Kenya. Key findings indicate that religious leaders influence people’s values, beliefs, behaviors and practices and they serve as a major and sometimes the only reliable sources of information for some people. They are capable and have the opportunity to communicate about sensitive issues like HIV/AIDS in their communities. They are willing to participate in HIV/AIDS campaigns but they require training and support from the health professionals in performing this role.

Learning Objectives:

• To explore alternative methods and strategies in behavior change communication for HIV/AIDS control and prevention

Keywords: Communication, Rural Communities

Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.