202191 Evaluating impact of exposure to mass media campaign in acceptance attitude towards PLWHA in Nigeria

Monday, November 9, 2009

Richard Fakolade , Research and Evaluation Division, The Society for Family Health, Abuja, Nigeria
Samson B. Adebayo, PhD , Research and Evaluation Division, The Society for Family Health, Abuja, Nigeria
Jennifer Anyanti, MBChB, MPH , Research and Evaluation Division, The Society for Family Health, Abuja, Nigeria
Augustine Ankomah, PhD , Women's Health Project, Population Services International, Nairobi, Kenya
  
Background: Mitigating the impact of HIV/AIDS in Nigeria is a core priority of government and other stakeholders. Mass-media has been pivotal to program design and implementation. This paper evaluates the role of mass media in reducing stigma and discrimination against PLWHA in Nigeria between 2003 and 2007.

Methodology: Structured questionnaires were administered by trained research personnel during the survey in Nigeria. The surveys employed multi-stage sampling techniques for selecting eligible respondents (male 15-64 years and female 15-49 years). Exposure to mass-media was evaluated using Likert scale items on frequency and intensity of exposure. Internal consistency and reliability were ascertained.

Results: A positive and significant trend in acceptance attitude towards PLWHA from 3.5% in 2003 to 9.0% in 2007 was observed (p<0.05). This positive attitude could be attributable to exposure to mass-media as those with high exposure have the highest level of acceptance compared with those with no exposure (7.8% vs. 2.4%).

Conclusion: Considering the large audience, mass media is certainly an effective tool to promote behaviour change. A few of such campaigns are ‘PLWHA are people like you and I', ‘Let us join hands to fight stigma and discrimination', ‘Live and let live', ‘No! To discrimination against PLWHA in Nigeria', ‘A hug gives comfort and not HIV', ‘Show love and care to PLWHA', ‘Stop stigmatization now! PLWHA have the right to live. So give them hope and show them love', etc.

Learning Objectives:
Describe the evaluation study of level stigma and discrimination against PLWHA through a population-based household survey.

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: A co-researcher in the Organization, also we have collaborated together in the past
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.

See more of: Innovative Responses to HIV and Africa
See more of: HIV/AIDS