EVALUATING THE IMPACT OF A NATIONAL AIDS-PREVENTION RADIO CAMPAIGN INST-VINCENT-AND-THE-GRENADINES

Based on extensive formative research in the three Eastern Caribbean c ountries of St. Lucia, St. Vincent and the Grenadines, and Grenada (Fi shbein, Middlestadt, & Trafimow, 1993; Fishbein, Trafimow, et al., 199 3), a three-nation, mass media, condom use campaign was developed. In order to assess the impact of the campaign, a follow-up survey was con ducted in St. Vincent and the Grenadines. This paper examines the effe ctiveness of the campaign by comparing responses on this survey by res pondents who were or were not exposed to the campaign. A statistically significant impact of exposure to the campaign was obtained, indicati ng that a well-designed, empirically based, mass media campaign can be an effective tool in the battle to prevent the spread of AIDS.