Branded mass media condom campaigns positively affect risk perception.

For mass media health campaigns to work they need to change perceptions before they can affect behaviour. Questionnaires given to over 2000 15-39 year olds in Kenya asked them about their exposure to generic and branded mass media messages about HIV/AIDS and condom use, and about their personal risk perception, condom effectiveness, condom availability and embarrassment in obtaining condoms. Those exposed to branded advertising messages were significantly more likely to consider themselves at higher risk of acquiring HIV and to believe in the severity of AIDS. Exposure to branded messages was also associated with a higher level of belief in the individual's ability to control their risk of infection, a greater belief in the efficacy of condoms, a lower level of perceived difficulty in obtaining condoms and reduced embarrassment in purchasing condoms. Moreover, there was a dose-response relationship: a higher intensity of exposure to advertising was associated with more positive outcomes. Exposure to generic advertising messages was less frequently associated with positive health beliefs. Branded mass media campaigns that promote condom use as an attractive lifestyle choice are likely to contribute to the development of perceptions that are conducive to the adoption of condom use. (1)

(1.) Agha S. The impact of a mass media campaign on personal risk perception, perceived self-efficacy and on other behavioural predictors. AIDS Care 2003; 15(6):749-62.