Social Marketing Effect on Knowledge and  change in Attitude for prevention of STI/HIV/ AIDS among Trucker�s in Odisha

Prasanta Kumar Parida

Volume : I, Issue : XI, August - 2012

Social Marketing Effect on Knowledge and change in Attitude for prevention of STI/HIV/ AIDS among Trucker�s in Odisha

Prasanta Kumar Parida

Abstract :

This study examined the influences of behavior change communication (SOCIAL MARKETING) campaigns on knowledge and use of condoms for prevention of HIV/AIDS and other sexually transmitted infections in target areas of Odisha. Data were drawn from the evaluation surveys on social marketing implementation, which collected information from representative samples of trucker’s and men of reproductive age in the districts served by the project. Logistic regressions were used to assess the associations between SOCIAL MARKETING exposure and condom knowledge and use, controlling for individuals’ background characteristics. Results indicated that Social marketing exposure was strongly associated with higher condom knowledge: trucker’s and men who reported being exposed to messages in the mass media were at least twice as likely as those with no exposure to know of condoms as a mean to avoid HIV/AIDS. A dose–response effect was observed, suggesting that campaigns using multiple media channels may be most effective in improving sexual health knowledge. While there was some evidence of bias of self–report, exploratory analysis of the indirect effects of communications campaigns suggested that impacts may be compounded as overall awareness is increased at the community level eventually leading to behavior change among individuals.