Comparative Cost-Effectiveness of the Components of a Behavior Change Communication Campaign on HIV/AIDS in North India
Sood, S., & Nambiar, D. Journal of Health Communications (2006), S2 (11), pp. 143–162.
This article used data from nearly 1,700 surveyed sexually active adults in North India to understand the effect of mediating factors on behavior changes and changes in condom use, extrapolating the findings to estimate costs of increasing condom use. The researchers evaluated the television components of a comprehensive HIV prevention communication campaign, including a TV drama, a youth-focused reality show, and TV spots. Mediating variables included gender attitudes, HIV/AIDS knowledge, perceived risk of HIV, and interpersonal communication skills. Better recall of the TV components was positively associated with positive mediating variables and higher levels of any condom use (though levels were low overall, at 10% among those with good recall and 4% among those with poorer recall). Furthermore, significant associations were found between the mediating variables and frequency and level of condom use. The TV program with the greatest increases in condom use cost $2.49 per additional person using condoms. Costs of mediating factors ranged from $1.23 per person for increases in HIV knowledge to $4.54 per person for reduced perceived risk of HIV.