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Addressing gender, violence and HIV through communication for social change

Addressing gender, violence and HIV through communication for social change. Irela Solorzano, Puntos de Encuentro Julie Pulerwitz, Horizons/Path Rodolfo Pe ña, CIDS-UNAN-León Mary Ellsberg, PATH Amy Bank, Puntos de Encuentro.

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Addressing gender, violence and HIV through communication for social change

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  1. Addressing gender, violence and HIV through communication for social change Irela Solorzano, Puntos de Encuentro Julie Pulerwitz, Horizons/Path Rodolfo Peña, CIDS-UNAN-León Mary Ellsberg, PATH Amy Bank, Puntos de Encuentro

  2. “We’re different we’re equal”Intervention Study in Nicaragua(Puntos de Encuentro, Horizons, PATH, CIDS) Communication for social change program to empower youth, promote gender equity, and reduce violence and HIV/STI risk

  3. SDSI Intervention Activities Weekly national edutainment telenovela (Sexto Sentido) Daily call-in radio show

  4. Educational materials

  5. Community-based activities • Coordination across organizational networks • Cast visits to schools • Youth training camps

  6. Multi media campaign

  7. Hypotheses • Those exposed to SDSI would show positive changes in knowledge, attitudes and support for norms and behaviors related to partner violence, gender equity, stigma and • Changes would be greater among youth exposed to more activities (dose response)

  8. Research Methodology • Longitudinal sample in three representative cities – Esteli, Leon, Juigalpa • Track change of individual people, not just group overall • Triangulation of results • Pre, mid-term and post surveys with 4567 male and female youth aged 13-24 at baseline (over 70% response rate at 3rd round), in-depth interviews and focus group discussions, Participatory Action Research • Multivariate and multi-level analyses • linear regression for repeated measures, Generalized Estimating Equations, Structural Equation Modeling, Population Attributable Risks Percents

  9. Measures of gender norms, stigma, • Gender Equitable Men (GEM) Scale • Scales on HIV Stigma, violence, Sexual Power in Relationships Scale, collective and individual efficacy

  10. Emerging results Exposure to SDSI components • 9 of each 10 have seen or heard SDSI • 80% of women - 70% of men • 59% “Watched "frequently" or "occasionally" during 2-3 seasons • 41% “Hardly ever” watched it or only watched one season.

  11. Attitudes towards gender, stigma and violence • Index value up 20% over the three surveys. (p = 0.000) Individuals exposed to the intervention were more likely to say: • Women should not be the only ones in charge of housework (OR= 1.3) • A man never has a right to hit his wife (OR=1.4) *After controling for age, sex, region, education

  12. Greater knowledge and use of health and social service providers • 33% greater probability of knowing a center that provides attention for cases of domestic violence. (p = 0.000) • 48% greater probability of having been to a center that attends to cases of domestic violence in the last six months. (p = 0.001) Population Attributable Risks Percents (PAR): The following are attributable to SDSI: • 23% of those who know a center that provides attention for cases of violence(= 13,554 young people in the 3 cities) • 29% of those who in the last six months have been to a center that attends to cases of domestic violence (= 2,826 young people in the 3 cities)

  13. Greater interpersonal communication about SDSI issues • 62% greater probability of having talked with someone in the last six months about domestic violence, HIV/AIDS, or the rights of young people. (p=0.000) • Specific topics: domestic violence (53%), HIV/AIDS (49%), young people’s rights (48%) • PAR: Among those who said that they had talked to someone about one of these topics in the last six months, 21% can be attributed to greater exposure to SDSI (= 10,650 young people in the 3 cities)

  14. Gender differences • Positive changes were greater among young men than young women, although young men had more conservative attitudes at baseline • Changes were greater among youth exposed to more activities (dose response)

  15. Cost study • Cost per adolescent/young viewer of Sexto Sentido in Nicaragua was roughly US$0.04 per episode, or U$0.60 per season (15 episodes). • The cost per viewer for the three seasons between 2003 and 2005 works out to roughly $1.80. • Compared to other kinds of interventions, Sexto Sentido is a very cost effective way to reach and effect change in a large number of people.

  16. Changes in social context The impact of SDSI on the local social context was evaluated using qualitative methodology. SDSI has contributed to gradual and diverse changes in relation to: • Local work and the development of initiatives • Opening up to dialogue and debate about taboo subjects • Strengthening leadership among youth • Increasing collective efficacy • Links and alliances

  17. Conclusion A national communications for social change program focuses on gender, violence and HIV prevention led to significant positive changes over time on a population level Longitudinal study design is unique

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