209206 Effectiveness of media interventions to prevent HIV, 1986-2006: A meta-analysis

Monday, November 9, 2009: 12:45 PM

Leslie B. Snyder, PhD , Center for Health Communication & Marketing, University of Connecticut, Storrs, CT
Blair T. Johnson, PhD , Department of Psychology, University of Connecticut, Storrs, CT
Tania Huedo-Medina , Center for Health Intervention and Prevention, University of Connecticut, Storrs, CT
Jessica M. LaCroix, MS , University of Idaho, Department of Psychology and Communication Studies, Moscow, ID
Natalie D. Smoak, PhD , Department of psychology, Illinois Wesleyan University, Bloomington, IL
Mark D. Cistulli, PhD , School of Communication, University of Hartford, West Hartford, CT
Objectives. The purpose was to synthesize evaluations of HIV interventions with at least one media component (including media campaigns and social marketing) to assess the conditions under which condom use improved.

Methods. A literature search produced 80 studies that met the criteria for inclusion, including use of media, assessments before and after the intervention, and sufficient statistical information to calculate an effect size for at least one outcome.

Results. Overall, media interventions successfully promoted condom use, particularly in nations with a low human development index. Interventions that included both mass media and interpersonal channels (e.g., counseling, peer outreach, small groups) were much more successful (d+=0.45, 95% CI=0.42, 0.48) than campaigns using only mass media (d+=0.27, 95% CI=0.24, 0.31),or interpersonal interventions with a small media component (e.g. video, brochure, poster(d+=0.29, 95% CI=0.27, 0.32). All were equally effect, however, when the samples used in the evaluation were sexually active. Interventions worked better when combined with condom distribution and abstinence was not an intervention goal. Interventions were not successful in reducing the number of sexual partners.

Conclusions. Media interventions should be an important part of HIV prevention strategies, given their effectiveness, reach, and ability to reduce global health disparities.

Learning Objectives:
1. To assess the effectiveness of HIV interventions that use at least one form of media, ranging from large social marketing campaigns to those that use small media, such as posters and flyers. 2. To analyze the conditions under which HIV/AIDS interventions that include at least one form of media have greater efficacy.

Keywords: HIV Interventions, Media Campaigns

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I have conducted prior work, now published, on HIV interventions and on media campaign meta-analysis.
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.