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Abstract
HIV/AIDS information in a television soap opera, AIDS knowledge, related behavior change and characteristics of viewers in Bolivia: a secondary data analysis
W J Conn
Family Health International, Arlington, VA 22201, United States
Background: A secondary data analysis of the evaluation survey of the Bolivia Social Marketing Program (BSMP) was conducted to compare demographic characteristics of three groups of respondents including those who were familiar with the television soap opera containing AIDS education messages, those who reported to have knowledge of AIDS, and those who reported to change their sexual behavior related to AIDS. The primary objective was to determine if any association between familiarity with the soap opera and AIDS related sexual behavior change.
Methods: A secondary analysis was made of the BSMP evaluation survey of 2385 people in Bolivian cities between the ages of 15-45. A bivariate analysis was done to obtain chi-square values to determine significance. Multivariate logistic regression was used to examine significance of demographic variables of the three different groups.
Results: Even though the younger and urban segment were more likely to have seen the soap opera and know more about AIDS, younger (OR=0.37) females (OR=0.31) and higher SES (OR=0.65) were less likely to report a change in their sexual behavior since having learned of AIDS. The region of La Paz was also less likely to report behavior change (OR=0.47) than the Santa Cruz region, and (OR=0.85) in Cochabamba. The high SES group reported more AIDS knowledge (OR=5.40) and less likelihood of changing their behavior (OR=0.70).
Conclusions: Considering that a large percentage of the population is below poverty in Bolivia, social marketing interventions should be directed at that segment of the population. Interventions for the high SES group are also necessary, as the results indicated that group to have more AIDS knowledge but less likely to change their sexual behavior. In general, the government of Bolivia should take a more aggressive stance with respect to AIDS education in Bolivia, particularly in the lower SES group, less educated, in all regions of the country.
The XIV International AIDS Conference
Abstract no.
ThPeF7991
Suggested Citation
" W J Conn ,
HIV/AIDS information in a television soap opera, AIDS knowledge, related behavior change and characteristics of viewers in Bolivia: a secondary data analysis
.
Poster Exhibition:
The XIV International AIDS Conference:
Abstract no.
ThPeF7991"
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