HIV/AIDS in the Media Evaluating the Effectiveness of Social Marketing Concepts in Belize Presentation by: Courtney Blasius Sam Lederfine Paskal Liz Morrison Tala Woodward

Overview AIDS in Belize AIDS in Belize Project Mission Project Mission Methods Methods Results Results Discussion and Recommendations Discussion and Recommendations Conclusion Conclusion

HIV/AIDS in Belize Highest prevalence rate in C.A. at2.4% between the ages of Highest prevalence rate in C.A. at2.4% between the ages of rd highest rate in the Caribbean 3rd highest rate in the Caribbean 95% of infected live in Belize City & Dangriga 95% of infected live in Belize City & Dangriga Numbers reflect only those tested Numbers reflect only those tested

Millennium Development Goals Direct impacts Direct impacts Combat HIV/AIDS and other diseasesCombat HIV/AIDS and other diseases Gather information and utilize it to better allocate resources Gather information and utilize it to better allocate resources Reduce Child mortalityReduce Child mortality To reduce the number of infected mothers is to reduce the number of infected children To reduce the number of infected mothers is to reduce the number of infected children

Millennium Development Goals Indirect impacts Indirect impacts Promote Gender Equality/Empower WomenPromote Gender Equality/Empower Women Teach women how to make healthy decisions and stand by them Teach women how to make healthy decisions and stand by them

Project Mission Examine the effectiveness of HIV/AIDS education programs Examine the effectiveness of HIV/AIDS education programs Focus on the media used to disperse this information to the public Focus on the media used to disperse this information to the public Desired ends: collect information for educational groups to improve their campaigns Desired ends: collect information for educational groups to improve their campaigns

The Big Question How effective are HIV/AIDS prevention and education programs in San Ignacio? How effective are HIV/AIDS prevention and education programs in San Ignacio?

Background Research Literature review Literature review HIV/AIDS in BelizeHIV/AIDS in Belize Media educational campaignsMedia educational campaigns Cornerstone Foundation Cornerstone Foundation National AIDS Programme National AIDS Programme Population Media Center Population Media Center

Methods Survey a cross-section of Belizeans in San Ignacio Town Survey a cross-section of Belizeans in San Ignacio Town Determine whether educational campaigns are working Determine whether educational campaigns are working Where do Belizeans get their information?Where do Belizeans get their information? How accurate is their knowledge?How accurate is their knowledge? What types of campaigns are most successful?What types of campaigns are most successful? Comparing knowledge vs. behaviorComparing knowledge vs. behavior

Survey Structure Demographic data Demographic data Sources of media Sources of media HIV/AIDS knowledge HIV/AIDS knowledge Sexual activity and condom use Sexual activity and condom use Stigmas and perceptions Stigmas and perceptions Open discussion Open discussion

Results - Demographics 49% male 49% male 51% female 51% female 28.5% married 28.5% married 69.5% single or in a relationship 69.5% single or in a relationship 66% sexually active in the last 6 months 66% sexually active in the last 6 months

Results - Education 48.6% have 48.6% have high school level education 27.8% have higher than 27.8% have higher than 21.5% had less than 21.5% had less than

51% of interviews get most of their news from television Results – Media

Most popular TV programs to watch: -News -Music video -Informational

Results – HIV/AIDS Information

Results – Sexual Activity 62.5% are sexually active 32.6% are not 4.9% did not answer

Results - Condom Use

Results – Condom Use 34% of people do not use condoms because their “partner is faithful”

Results – HIV/AIDS Testing 91% know where to get tested yet only 52% have been.

Results - Perceptions “There are hundreds of persons infected and the authorities do not know about them. I have seen or know about 2 persons who have died, and know of others. The public is vulnerable.”

Results – Perceptions “I believe people who are infected with HIV/AIDS should be treated just like everybody else.”

Results - Perceptions Only 22% of interviewees believed their friends would keep HIV status confidential If you became HIV+…

Discussion Questions Common Answers Reasons for not getting tested Reasons for not getting tested Fear, lazy, costFear, lazy, cost Myths and Misconceptions Myths and Misconceptions Contraction by: kissing, hugging, holding hands, sharing cups, talking, toilet seatsContraction by: kissing, hugging, holding hands, sharing cups, talking, toilet seats People look sickPeople look sick Are schools doing a good job educating? Are schools doing a good job educating?

Interesting Quotes “ How can we get through to religious leaders? So we can really educate our kids on a daily basis? They are having SEX; we know!” “I think we should give more support to those who are infected and also tell them that they should not go about infecting other people, be truthful about their status.”

Statistics to think about… 24.3% believe they do not get enough information about HIV/AIDS 24.3% believe they do not get enough information about HIV/AIDS 34.9% of those who are sexually active have never been tested for HIV/AIDS 34.9% of those who are sexually active have never been tested for HIV/AIDS Almost 40% of interviewees believe that people who become infected with HIV have done something to deserve it Almost 40% of interviewees believe that people who become infected with HIV have done something to deserve it

Limitations For several reasons our study is inconclusive: For several reasons our study is inconclusive: Not conducted as a random sampleNot conducted as a random sample Chose a qualitative over quantitative studyChose a qualitative over quantitative study Represents only a small cross-section of population in San IgnacioRepresents only a small cross-section of population in San Ignacio Inconsistencies within individual surveysInconsistencies within individual surveys TimeTime

Recommendations Conduct survey with much larger sample size Conduct survey with much larger sample size Random samplingRandom sampling Greater geographic area coveredGreater geographic area covered Disperse results to educational organizations Disperse results to educational organizations Compare results with census data Compare results with census data

Conclusions The knowledge is available but STIGMA is preventing progress The knowledge is available but STIGMA is preventing progress Many people think that the schools are doing a good job with HIV education Many people think that the schools are doing a good job with HIV education Media campaigns should address stigma Media campaigns should address stigma Schools should emphasize condoms over abstinence Schools should emphasize condoms over abstinence