1.  Title: Personal involvement of young people in HIV prevention campaign messages: The role of message format, culture, and gender. Author: Geary CW; Burke HM; Johnson L; Liku J; Castelnau L Source: Health Education and Behavior. 2008 Apr;35(2):190-206. Abstract: To examine young people's reactions to and understanding of HIV prevention messages developed for MTV's global HIV prevention campaign Staying Alive, videotaped campaign materials were shown to focus group discussion (FGD) participants living in urban areas of Brazil, Kenya, Nepal, and Senegal. Responses related to "personal involvement" with the message were identified in the data from these FGDs and were examined in relationship to the emerging message themes, the message format (public service announcements [PSAs] vs. documentary), cultural context (site), and participant gender. Across groups, greater personal involvement (measured by personal connections, emotional reactions, and lessons learned) was found in responses about the documentary format compared to the PSA format. Exceptions were found for specific PSAs that were considered more relevant within specific gender or cultural contexts. Implications of findings for global campaigns were considered. (author's) Language: English Keywords: BRAZIL | KENYA | NEPAL | SENEGAL | RESEARCH REPORT | FOCUS GROUPS | PROGRAM EVALUATION | YOUTH | HIV PREVENTION | AIDS | CONDOM USE | STIGMA | CAMPAIGNS | TELEVISION SPOT | FILM AND VIDEO | ATTITUDES | BEHAVIOR CHANGE COMMUNICATION | South America, Eastern | South America | Latin America | Americas | Developing Countries | Africa, Eastern | Africa, Sub Saharan | Africa | Asia, Southern | Asia | Africa, Western | Data Collection | Research Methodology | Programs | Organization and Administration | Age Factors | Population Characteristics | Demographic Factors | Population | HIV Infections | Viral Diseases | Diseases | Risk Reduction Behavior | Behavior | Social Problems | Sociocultural Factors | Communication Programs | Communication | Television | Broadcast Media | Mass Media | Psychological Factors | Behavior Change Document Number: 325779 |
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