Impact Data - Zambia HEART Campaign [2000]

Viewers who saw one of the TV spots, Mutale & Ing 'utu, became more knowledgeable about HIV/AIDS than non-viewers. Nearly 86% of viewers, as compared to 72% of non-viewers, recognised that a person who looks healthy can be HIV-positive.

Viewers of the campaign were 67% more likely to report condom use during last sexual act than non-viewers, even when sex, age, residence, and education were held constant. Older, better-educated respondents were more likely than others to use condoms, and women were more likely to report condom use than men. In addition, viewers were 46% more likely to report abstinence than non-viewers.

74% of male viewers and 68% of female viewers reported taking at least one action as a result of seeing the campaign. Young men reported an average of about 2.0 actions taken, and young women reported taking 1.5 actions on average. The action most commonly reported by respondents was talking with others - friends, partners, spouses, or parents - about the ads. The decisions to use a condom or abstain from sex were reported frequently by viewers as a direct result of campaign exposure (see Table 2).

These findings correspond to Phase One of the HEART Campaign. They do not reflect the effects of Phase Two, which began in the fall of 2000, or Phase Three, which started in the fall of 2001.

Table 2. Self-reported actions taken as a result of viewing the Zambia HEART Campaign (n=643)

	Characteristics	Percent who decided to abstain	Percent who talked w/others about ads	Percent who decided to use condoms
Age	13-14	18.7**	29.1*	6.8**
	15-16	26.4**	34.8*	12.3**
	17-19	36.0*	40.6*	20.5**
Sex	Men	31.8	36.8	22.3**
	Women	26.2	35.2	8.6**
Education	None [1]
	Primary (1-7)	15.5**	26.6**	8.2**
	Secondary +	38.0**	42.4**	19.2**
Residence	Urban	32.2*	39.2*	16.6
	Rural	22.8*	30.6*	11.4
TOTAL		28.6	35.9	14.6

Notes:
1 Too few cases to report results
* Differences within cell significant at p.<.05
** Differences within cell significant at p<.01
Source: Zambia Youth Impact Survey, 2001

Among women who are sexually experienced, 82% of campaign viewers, as compared to 64% of non-viewers, reported feeling confident in their ability to say "no" to unwanted sex.

Approximately 74% of male viewers and 68% of female viewers reported that the spots prompted them to talk with others about the ads, decide to abstain from sex, or use a condom.

Conclusions:
Further analysis of the data pointed to the relationship between risk-reduction practices and several factors that were not addressed explicitly in the first phase of the campaign: namely, perceived social norms and risk perceptions. These findings indicate that Phase Two might:

1. present abstinence as a viable option
2. portray consistent condom use as a social norm among sexually active youth
3. convey the message that while all sexually active young people are potentially at risk, they canprotect themselves through risk-reduction practices.