Evaluating Impact of Exposure to Mass Media Campaign on Accepting Attitudes Towards PLWHA in Nigeria R. Fakolade, S.B. Adebayo, J. Anyanti & A. Ankomah Society for Family Health Abuja, Nigeria Email:- rfakolade@sfhnigeria.org

Introduction The first HIV/AIDS case was discovered in Nigeria in 1986 A Rise in incidence in succeeding years became apparent Major Impact: Fear and denial Stigma and discrimination

Introduction (2) Prevention was holistic and multi-sectoral: Strong political will at the 3 main levels of government: Federal, State and Local government Involvement of the international community and donor agencies

Introduction (3) Prevention … Participation of Faith based Organisations Use of Mass Media Community Level Intervention Involvement of Network of People Living with HIV/AIDS (PLWHAs)

Introduction (4) Consequences of stigma & discrimination People are unlikely to test for HIV Failure to disclose status Fear of rejection, disapproval and denial by loved ones Unwillingness to adopt preventive behaviour

Data & Methodology Data were obtained from three waves of the National HIV/AIDS Reproductive Health Survey (NARHS) in Nigeria: 2003-2007 NARHS adopts a multi-stage probability cluster sampling technique

Data & Methodology (2) Samples were based on a nationally representative sample of females 15-49 yrs and males 15-64 yrs Sample size was nationally weighted Structured questionnaires were used

Data & Methodology (3) A total of 31,692 respondents were included in the analysis: 10,090 in 2003, 10,081 in 2005, and 11,521 in 2007

Analysis Dependent variable: Accepting attitudes towards people living with HIV/AIDS. This was obtained based on UNAIDS composite index for S & D

Analysis (2) Independent variables were categorised into: demographic characteristics, exposure to mass media messages on HIV/AIDS perception about social support

Analysis (3) Exposure was based on frequency and intensity of both viewership and listenership to HIV/AIDS messages prior to the surveys Propensity scores of: ‘No’, ‘Low’ and ‘High’; were categorized

Results Bivariate Analyses: Increase in the level of accepting attitude towards PLWHA: 3.5% in 2003 to 9.0% in 2007 (P<0.0001) Exposure to HIV mass media messages was positively associated with higher accepting attitude towards PLWHA (p<0.0001)

Results (2) Multivariate Analyses: Controlling for other covariates, multiple logistic regression was employed in a systematic manner A significant positive association exist between level of accepting attitudes to PLWHA and exposure to HIV/AIDS mass media messages

Results (3) Multivariate Analyses cont. Those with higher levels of exposure are almost 3 times more likely to demonstrate tolerant attitudes compared with those with no exposure (OR=2.99, p<0.0001)

Results (4) Multivariate Analyses cont. Those with high level of social support are about 2 times more likely to show accepting attitude compared with those without social support (OR=2.1, p<0.05)

Results (5) Multivariate Analyses cont. Those exposed to the messages on all categories of mass media (radio, TV, bill-boards, etc) were 3 times more likely to demonstrate tolerant attitudes than those who were exposed to only one or two (OR=3.6, p<0.0001)

Results (6) Those exposed to road show mass media were 1.4 times more likely to show accepting attitudes than those with no exposure to this mass media strategy (OR=1.4, P<0.0001)

Results (7) Those exposed to the messages on radio were 3 times more likely to demonstrate tolerant attitudes than those who were not exposed (OR=3.6, p<0.0001)

Results (8) Those exposure to long term HIV/AIDS messages on radio and television were I.8 times more likely to demonstrate accepting attitudes than those who were not exposed (OR=1.8, P<0.0001)

Conclusions Mass media was pivotal to programme design and implementation HIV/AIDS messages was presented in an innovative manner PLWHAs testimonials were a strong pull factor

Conclusions (2) Use of mass media increases accepting attitudes to PLWHAs in Nigeria HIV/AIDS messages on mass media complement other effective intervention strategies Communities should continue to provide ocial support at community, religion,

Conclusions (2) Communities and religion leaders should continue to provide social support to PLWHAs This will encourage people’s desire for knowing ones’ HIV status and help reduce self denial

Thank you for your attention