The Impact of Mass Media Exposure on Knowledge and Use of Condoms for STI and HIV/AIDS Prevention

Ruth E. Bessinger, Macro International Inc.
Charles Katende, Pathfinder International
Neeru Gupta, World Health Organization (WHO)

This paper assesses whether exposure to HIV/STI prevention and condom promotion messages in the mass media influence knowledge and use of condoms for HIV prevention. Data are obtained from two sample surveys of men and women of reproductive age in target districts in 1997 and 1999. Multivariate regression techniques were used to examine the significance of the relationship between exposure to the mass media and knowledge and use of condoms. We find that women exposed to messages on STI prevention were more likely to know of condoms as a means to avoid STIs/HIV/AIDS, and to have ever used condoms for disease prevention. Men with media exposure were also more likely to have used condoms. A dose response was seen with the number of media types and both knowledge and use of condoms. Thus, mass media is an effective way to increase knowledge and use of condoms for disease prevention.