HIV/AIDS communication campaigns: Progress and prospects

The mass media have been the primary method for disseminating human immunod eficiency virus (HIV)/acquired immune deficiency syndrome (AIDS) prevention messages worldwide. In this article, we update previous reviews by systema tically examining published articles (n = 41) of empirical evaluations of i nternational HIV/AIDS prevention campaigns. Of the 41 studies identified, 1 7 countries are represented. In this review, we examine six components rela ted to media campaign design and evaluation: target audience, communication channel(s), message content, campaign theme, exposure, and outcomes. Of th e studies included in this sample, each one described the target audience; 93% reported on channel selection; 75% described message content; 63% menti oned a campaign theme; and 62% documented campaign exposure. We investigate also the extent to which HIV/AIDS prevention efforts have moved beyond med ia campaigns to comprehensive communitywide programs. We conclude that HIV/ AIDS prevention efforts would benefit from: (1) better reporting of media c ampaign components and outcomes, (2) more systematic evaluation, (3) greate r integration of theory, and (41 increased attention to communitywide inter vention strategies.