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Role of Media in the Fight Against HIV/AIDS

Role of Media in the Fight Against HIV/AIDS. Drew Altman, PhD. President and CEO July 21, 2007. Figure 1. Perception of Issues Facing Young South Africans.

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Role of Media in the Fight Against HIV/AIDS

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  1. Role of Media in the Fight Against HIV/AIDS Drew Altman, PhD. President and CEO July 21, 2007

  2. Figure 1 Perception of Issues Facing Young South Africans What do you think is the most important issue or problem facing young people your age in South Africa? Is there another issue you think is almost as important? (Open-ended, adds up to more than 100% because multiple responses allowed) Source: Young South Africans, Broadcast Media, and HIV/AIDS Awareness, Kaiser Family Foundation (KFF) and South African Broadcasting Corporation (SABC) (conducted August – December 2006).

  3. Figure 2 Frequency of Media Use and Other Activities Percent who say they do the following… Source: Young South Africans, Broadcast Media, and HIV/AIDS Awareness, KFF and SABC (conducted Aug. – Dec. 2006).

  4. Figure 3 Attitudes Towards Media as a Source ofInformation About HIV in South Africa • Among South African youth ages 15-24: • 81%say the media are very effective in teaching young people about HIV/AIDS • 83%say national HIV campaigns are very effective in teaching young people about AIDS • 89%say TV or radio had a positive impact on their understanding of HIV/AIDS and related sexual behaviors • 90%say HIV-related ads and shows on radio and TV get people talking about HIV/AIDS Source: Young South Africans, Broadcast Media, and HIV/AIDS Awareness, KFF and SABC (conducted Aug. – Dec. 2006).

  5. Figure 4 HIV/AIDS Messages That Resonate with Young People Percent who agree/disagree with the following statements… Messages on radio and TV should give straightforward information about how to prevent HIV HIV/AIDS messaging needs to better address the social and cultural influences in young people’s lives There should be more HIV/AIDS messaging/programming on radio/TV HIV/AIDS messaging needs to offer hope for an end to AIDS Messaging that taps into young people’s aspirations can be effective in HIV/AIDS prevention Messages about fear and death turn young people off Source: Young South Africans, Broadcast Media, and HIV/AIDS Awareness, KFF and SABC (conducted Aug. – Dec. 2006).

  6. Figure 5 Reported Actions Taken as a Result of Programs Percent who say they have done the following as a result of what they learned from HIV/AIDS information in TV and radio programs… Talked to friends/siblings about HIV Talked to a partner about safer sex Decided to change your sexual behavior Talked to parents/adults about HIV, sex or other difficult issues Looked for more information on HIV Gotten tested for HIV Visited a doctor/health care provider Source: Young South Africans, Broadcast Media, and HIV/AIDS Awareness, KFF and SABC (conducted Aug. – Dec. 2006).

  7. Figure 6 Setting the Context: Views on Foreign Aid Turning to the issue of foreign aid, do you think the United States is now spending too much on foreign aid, too little on foreign aid, or about the right amount? Which of the items on this list would you say are the TWO largest areas of spending by the federal government?* Defense Foreign aid About the right amount Social security Too much Medicare Foodstamps Too little Don’t know Don’t know * Note: Adds up to more than 100% because of multiple responses. Source: Kaiser Family Foundation Survey of Americans on HIV/AIDS (conducted March 15 – May 11, 2004)

  8. Figure 7 Trend in Views of U.S. Spending to FightHIV/AIDS in Developing Countries Do you think the U.S. is now spending too much, too little, or about the right amount to deal with the HIV/AIDS problem in developing countries? Too little 2006 2002 Right amount Too much Don’t know Sources: Kaiser Family Foundation Survey of Americans on HIV/AIDS (conducted March 24 – April 18, 2006); Washington Post/Kaiser Family Foundation/Harvard University National Survey on the Public’s Attitudes towards HIV/AIDS in the U.S. and the World (conducted June 13-23, 2002).

  9. Figure 8 Will Spending on HIV/AIDS Prevention in Developing Countries Lead to Progress? In general, do you think that spending more money on HIV/AIDS prevention in DEVELOPING COUNTRIES will lead to meaningful progress in slowing the epidemic, or that spending more money won’t make much difference? Will lead to meaningful progress Won’t make much difference Depends/Don’t know Source: Kaiser Family Foundation Survey of Americans on HIV/AIDS (conducted March 24 – April 18, 2006)

  10. Figure 9 Founding Partners • Kaiser Family Foundation • UN • UNAIDS GMAI Board • Chair, Dali Mpofu –SABC (South Africa) • Fred Cohen – International Academy of Television Arts & Sciences • Allyson Leacock – CBMP (Caribbean) • Robert Rabinovitch – CBC (Canada) • Alexander Rodnyansky – CTC Media (Eastern Europe / Eurasia) • Bill Roedy, MTV Networks International • Richard Sambrook – BBC (UK) • Amauri Soares – TV Globo (Brazil) Ex Officio • Drew Altman, Kaiser Family Foundation • Peter Piot, UNAIDS Global Media AIDS Initiative – Leadership Supporting Partners • Global Business Coalition • Global Fund • International AIDS Society • World Economic Forum • World Health Organization Funding Partners • Bill & Melinda Gates Foundation • Ford Foundation • Haim Saban – Univision • Asian Media Leader – TBD • Corporate Sector Leaders – TBD

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