1. 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 -

2. 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

3. 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

4. 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)

5. 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

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

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

8. 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

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

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

11. 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

12. 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)

13. 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

14. 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)

15. 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)

16. 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)

17. 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)

18. 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)

19. 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)

20. 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

21. 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,

22. 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

23. Thank you for your attention