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HIV/AIDS in the Media

HIV/AIDS in the Media. Evaluating the Effectiveness of Social Marketing Concepts in Belize. Presentation by: Courtney Blasius Sam Lederfine Paskal Liz Morrison Tala Woodward. Overview. AIDS in Belize Project Mission Methods Results Discussion and Recommendations Conclusion.

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HIV/AIDS in the Media

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  1. HIV/AIDS in the Media Evaluating the Effectiveness of Social Marketing Concepts in Belize Presentation by: Courtney Blasius Sam Lederfine Paskal Liz Morrison Tala Woodward

  2. Overview • AIDS in Belize • Project Mission • Methods • Results • Discussion and Recommendations • Conclusion

  3. HIV/AIDS in Belize • Highest prevalence rate in C.A. at2.4% between the ages of 15-24 • 3rd highest rate in the Caribbean • 95% of infected live in Belize City & Dangriga • Numbers reflect only those tested

  4. Millennium Development Goals • Direct impacts • Combat HIV/AIDS and other diseases • Gather information and utilize it to better allocate resources • Reduce Child mortality • To reduce the number of infected mothers is to reduce the number of infected children

  5. Millennium Development Goals • Indirect impacts • Promote Gender Equality/Empower Women • Teach women how to make healthy decisions and stand by them

  6. Project Mission • Examine the effectiveness of HIV/AIDS education programs • Focus on the media used to disperse this information to the public • Desired ends: collect information for educational groups to improve their campaigns

  7. The Big Question How effective are HIV/AIDS prevention and education programs in San Ignacio?

  8. Background Research • Literature review • HIV/AIDS in Belize • Media educational campaigns • Cornerstone Foundation • National AIDS Programme • Population Media Center

  9. Methods • Survey a cross-section of Belizeans in San Ignacio Town • Determine whether educational campaigns are working • Where do Belizeans get their information? • How accurate is their knowledge? • What types of campaigns are most successful? • Comparing knowledge vs. behavior

  10. Survey Structure • Demographic data • Sources of media • HIV/AIDS knowledge • Sexual activity and condom use • Stigmas and perceptions • Open discussion

  11. Results - Demographics • 49% male • 51% female • 28.5% married • 69.5% single or in a relationship • 66% sexually active in the last 6 months

  12. Results - Education • 48.6% have high school level education • 27.8% have higher than • 21.5% had less than

  13. Results – Media 51% of interviews get most of their news from television

  14. Results – Media • Most popular TV programs to watch: • -News -Music video -Informational

  15. Results – HIV/AIDS Information

  16. Results – Sexual Activity • 62.5% are sexually active • 32.6% are not • 4.9% did not answer

  17. Results - Condom Use

  18. Results – Condom Use 34% of people do not use condoms because their “partner is faithful”

  19. Results – HIV/AIDS Testing 91% know where to get tested yet only 52% have been.

  20. Results - Perceptions “There are hundreds of persons infected and the authorities do not know about them. I have seen or know about 2 persons who have died, and know of others. The public is vulnerable.”

  21. Results – Perceptions “I believe people who are infected with HIV/AIDS should be treated just like everybody else.”

  22. Results - Perceptions If you became HIV+… Only 22% of interviewees believed their friends would keep HIV status confidential

  23. Discussion QuestionsCommon Answers • Reasons for not getting tested • Fear, lazy, cost • Myths and Misconceptions • Contraction by: kissing, hugging, holding hands, sharing cups, talking, toilet seats • People look sick • Are schools doing a good job educating?

  24. Interesting Quotes • “How can we get through to religious leaders? So we can really educate our kids on a daily basis? They are having SEX; we know!” • “I think we should give more support to those who are infected and also tell them that they should not go about infecting other people, be truthful about their status.”

  25. 24.3% believe they do not get enough information about HIV/AIDS 34.9% of those who are sexually active have never been tested for HIV/AIDS Almost 40% of interviewees believe that people who become infected with HIV have done something to deserve it Statistics to think about…

  26. Limitations • For several reasons our study is inconclusive: • Not conducted as a random sample • Chose a qualitative over quantitative study • Represents only a small cross-section of population in San Ignacio • Inconsistencies within individual surveys • Time

  27. Recommendations • Conduct survey with much larger sample size • Random sampling • Greater geographic area covered • Disperse results to educational organizations • Compare results with census data

  28. Conclusions • The knowledge is available but STIGMA is preventing progress • Many people think that the schools are doing a good job with HIV education • Media campaigns should address stigma • Schools should emphasize condoms over abstinence

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