NCJ Number
129505
Journal
Evaluation and Program Planning Volume: 13 Issue: 1 Dated: special issue (1990) Pages: 91-104
Date Published
1990
Length
14 pages
Annotation
This paper discusses a multidisciplinary approach to the design and implementation of media campaigns to prevent the spread of HIV infection.
Abstract
It focuses in particular on the problems exhibited by the first part of the "America Responds to AIDS" campaign and provides an integrative conceptual framework that addresses these problems and provides a basis for developing more effective media campaigns. These conceptual foundations include the social cognitive and community organizations principles, the communication theory for information presentation and delivery system design, the process of change scheme, and the diffusion of innovation theory for facilitating a wider adoption of target behaviors. The public health approach uses a host-agent-environmental model with a passive and active prevention strategies. Additional perspectives on media campaigns include the developmental/ecological theory, social marketing, and behavioral systems framework. A number of special methodological considerations for designing and evaluating media campaigns are briefly reviewed. Then, on the basis of the behavioral systems framework, a plan is presented for a media and community AIDS prevention campaign targeted at adolescents. 6 figures, 2 tables, and 52 references (Author abstract modified)