Using Mass Media Campaigns to Promote Voluntary Counseling and HIV-Testing Services in Kenya
Marum, E., Morgan, G., Hightower, A., et al. AIDS (2008), 22(15), pp. 2019–2024.
Mass media campaigns can increase the use of HIV testing and counseling (HTC) services, and mass media messages explicitly addressing HIV have greater impact. In Kenya, a professionally designed mass media campaign was developed to increase public demand for HTC. The campaign included radio, television, posters, flyers, outdoor advertising, and a recognizable logo that was used on all materials and on signboards at registered HTC sites. Campaign implementation was divided into four phases: phases one and four more overtly mentioned the possibility of testing HIV-positive, whereas phases two and three used a more understated “lifestyle’’ approach (for example, the phase two message was to “get in control of your life” by knowing your HIV status). Phase one increased attendance by 28.5 percent and phase four by 42.5 percent. There was also a significant increase in HTC uptake among young people under age 25, particularly in urban areas. Phases two and three did not have a significant effect on HTC uptake. The authors note that the timing of phases one and two overlapped, making it difficult to differentiate a negative effect of phase two from a lack of sustained response to phase one.