Getting the message across

Abstract

Abstract provided by author:

This study report is on the evaluation of public awareness communication campaigns on HIV/AIDS that are broadcast by NBC television targeting the youth aged between 15-25 years. The study evaluated whether the set objectives of the campaign, raising awareness and lobbying for safer sex practices, have been achieved. To carry out the evaluation of the awareness campaigns, Focus Group Discusions (FGDs) were conducted with selected participants, and at the end of the discussions, the participants were requested to fill in a questionnaire. The study found that it is only at a minimal degree that the set objectives have been achieved. There are several impediments that were identified which hindered the maximum realisation of the set objectives. Participants regarded most of the Ads [advertisements] as not applicable to the sexually active youths. To reverse the situation, there are several measures that have to be adopted such as involving the youth in the process of coming up with effective ads [advertisements]; having in place mechanisms that can monitor and evaluate the programmes so that any changes can be made; decisions taken to continue or to stop the programme; or even coming up with a better plan to improve the campaigns