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The Entertaining Way to Behavioral Change: Fighting HIV with MTV
We test the effectiveness of an entertainment education TV series, MTV Shuga, aimed at providing information and changing attitudes and behaviors related to HIV/AIDS. Using a simple model we show that “edutainment“ can work through an individual or a social channel. We conducted a randomized controlled trial in urban Nigeria where young viewers were exposed to MTV Shuga or to a placebo TV series. Among those exposed to MTV Shuga, we created additional variation in the social messages they received and in the people with whom they watched the show. We find significant improvements in knowledge and attitudes towards HIV and risky sexual behavior. Treated subjects are twice as likely to get tested for HIV eight months after the intervention. We also find reductions in STDs among women. These effects are stronger for viewers who report being more involved with the narrative, consistent with the psychological underpinnings of edutainment. Our experimental manipulations of the social norm component did not produce significantly different results from the main treatment. The individual effect of edutainment thus seems to have prevailed in the context of our study.
Condom Social Marketing Effects in Low- and Middle-Income Countries: A Systematic Review Update, 1990 to 2019. - PubMed - NCBI
The 2012 review found 6 studies (combined N = 23 048). In a meta-analysis, the pooled odds ratio for condom use was 2.01 (95% confidence interval [CI]: 1.42-2.84) for the most recent sexual encounter and 2.10 (95% CI: 1.51-2.91) for a composite of all condom use outcomes. Studies had significant methodological limitations. Of 518 possible new citations identified in the update, no new articles met our inclusion criteria.
Effectiveness of Mass Media Interventions for HIV Prevention... : JAIDS Journal of Acquired Immune Deficiency Syndromes
Increases in condom use were larger for longer campaigns and in nations that scored lower on the human development index. Increases in transmission knowledge were larger to the extent that respondents reported greater campaign exposure, for more recent campaigns, and for nations that scored lower on the human development index.
'MTV Shuga' Viewers Twice as Likely to Get Tested for HIV, World Bank Study in Nigeria Finds - Hollywood Reporter
Effectiveness of Mass Media Interventions for HIV Prevention... : JAIDS Journal of Acquired Immune Deficiency Syndromes
Safe sex campaign 'wasted money'
HIV ads to be scrutinized in 2007
The San Francisco Dept of Public Health is considering how to proceed with their HIV/AIDS social marketing efforts. Critics have called for a two-year moratorium on such ads.
Evolution of an Epidemic: 25 Years of HIV/AIDS Media Campaigns in the U.S. - Kaiser Family Foundation
This report focuses on how national media campaigns on HIV/AIDS have evolved over the last 25 years in the U.S., reflecting the changing nature of the disease as awareness and treatment have progressed. It also provides insight on the approaches, historic
IgniteBlog: STOP AIDS CAMPAIGN (Successful use of marketing for a greater good)
Case study of the Swiss "Stop AIDS" campaign