Using radio to reduce stigma, improve knowledge and promote HIV testing: The Malawi Radio Diaries program

Background: Mass media programs have made significant strides in preventing HIV infection in sub-Saharan Africa, but few large-scale programs have been undertaken to reduce stigma toward people living with HIV. This paper examines effects associated with the Malawi Radio Diaries program, a radio show in which HIV-positive persons tell their stories, which was broadcast on six stations for more than four years as part of the Malawi BRIDGE Project. Methods: Survey interviews (N=3,843) were conducted in all eight BRIDGE districts. Each district was stratified by intervention or control sites, and households were randomly sampled from within each site for inclusion of one member per household into the study. Variables in this study included exposure to the Radio Diaries program (frequency of listening and attention paid); perceived similarity with HIV-positive persons (8 items, α=.90); two dimensions of stigma: fear of casual contact (5 items, α=.88) and shame (3 items, α=.92); knowledge about HIV (15 items, α=.49); and HIV testing. Results: Multiple linear regressions showed that, controlling for age, education, and income, exposure to the program was significantly greater in treatment than in control sites (ß=.08, P<.001), and all outcomes were associated with exposure to the program (all Ps<.01). Conclusion: The BRIDGE Project enhanced exposure to the Radio Diaries program, and exposure was associated with lower stigma toward and greater similarity with persons living with HIV, higher knowledge about HIV, and greater rates of HIV testing. Radio continues to be a significant tool in the fight against HIV in Malawi.