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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

Role of Media in the Fight Against HIV/AIDS

Drew Altman, PhD.

President and CEO

July 21, 2007

slide3

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).

slide4

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).

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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).

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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).

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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).

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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)

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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).

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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)

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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