Impact Data - Indonesian National HIV/AIDS Media Campaign

Positive increments in AIDS awareness with each subsequent campaign were evident. After Phase 1, 94% of respondents were aware of AIDS; after Phase 2, 97% of respondents were aware of AIDS; and after the Second Wave of Phase 2, 99% of respondents were aware of AIDS. Sources of information on AIDS from media activities were consistently high, with television ads ranking highest (90% of respondents heard about AIDS from television). Community-based sources of information on AIDS ranked between 5 and 10%.

There was also an increased understanding of the role of needle sharing in the transmission of HIV/AIDS with each subsequent campaign. After Phase 1, 31% of respondents indicated an awareness of that mode of transmission, while 46% responded in that way after Phase 2 and 62% responded in that way after the Second Wave of Phase 2.

Notably, there was a corresponding decline in knowledge about AIDS transmission through unprotected sex. After Phase 1, 57% of respondents reported having that knowledge as compared with 58% in Phase 2 and 49% in the Second Wave of Phase 2. This decline in knowledge may have resulted from an increased focus on IDU in more recent campaign strategies.

Target group respondents indicated intending to change their behaviour as a result of seeing campaign ads. One percent of respondents intended to do nothing after seeing the latest campaign, while 29% intended to do nothing after being exposed to the Phase 2 campaign. Behavioural intentions also focused on sex practices such as wearing condoms and modifying drug use. Twenty-three percent of respondents exposed to the Phase 2 campaign indicated having those intentions, as compared to 44% after the Second Wave of Phase 2. There was a concomitant shift in respondent intentions to seek further information and to talk to friends. Intentions to change other needle sharing practices such as tattooing or initiation also changed significantly (from 0% in Phase 2 to 13% after the Second Wave of Phase 2).

A high level of respondents indicated acceptance of the government's involvement in AIDS campaigns: 99% rated the government's initiative in running the campaign as important, or very important.

There is evidence of an increasing influence of campaign ads on people's attitudes about HIV/AIDS, with respondents being somewhat or strongly influenced by exposure to the advertising. Eighty-one percent of respondents after Phase 1 were so affected; 77% of those exposed to Phase 2 were so affected; and 89% of those exposed to the Second Wave of Phase 2 were somewhat or strongly influenced.