The impact of a targeted radio campaign to prevent STIs and HIV/AIDS in Mozambique.

In 1997 to 1998, Population Services International (PSI) carried out a targeted radio campaign in Mozambique to promote behavior change for the prevention of sexually transmitted infections (STIs) and HIV/AIDS. To evaluate the coverage and impact of the campaign, PSI designed and implemented a cross-sectional study using a two-stage random sample of "at-risk" individuals; 754 individuals between the ages of 13 and 49 were interviewed. Over half (52.4%) heard the campaign and 45.5% recalled one or more radio messages. However, recall of specific messages in specific risk groups was low. A multivariate model demonstrates that among those exposed to the radio campaign, 97.2% reported intent to change their sexual behavior compared with 62.8% of those not exposed to the campaign (p < .001). Among those who recalled campaign messages, 86.1% attempted to change their behavior compared with 58% of those who had no message recall (p <.001). Success in changing behavior is significantly higher among those with message recall (83.8%) than those without (56.8%, p < .001). This study illustrates the difficulties in using radio to target a specific group with a corresponding behavior change message. Although general recall of campaign messages was high per target group, the campaign did not succeed in ensuring exposure to the intended target group. The strategy of airing all of the spots simultaneously with different but similar messages resulted in one spot "stepping on" another. Despite the limitations in using radio to target, exposure to the radio campaign has contributed to individual intent to change sexual behavior.