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Title:Youth have a new attitude on AIDS, but are they talking about it?
Authors:Zisser, AlisonISNI
Francis, Dennis
Periodical:African Journal of AIDS Research
Geographic term:South Africa
health education
urban youth
External link:https://www.tandfonline.com/doi/pdf/10.2989/16085900609490379
Abstract:In advocating HIV prevention, organizations such as loveLife in South Africa have increasingly used the media to encourage communication and influence behaviour change in youth. The authors examine youths' understanding and communication habits surrounding the 'Get Attitude' print campaign of loveLife, the largest HIV/AIDS awareness movement in South Africa to date. Intrigued by the ambiguous campaign message, they implemented a questionnaire-based study in three urban KwaZulu-Natal schools to investigate how youth are interpreting the images and to determine whether they would connect the personality-aimed message with HIV prevention. As communication is a focal point of loveLife's strategy, they looked at whether the campaign was successful in fostering discussion and examined what factors contributed to or impeded dialogue. One-hundred-and-eighty-seven grade 11 students completed the questionnaire, responding to both multiple-choice and free-response questions about the 'Get Attitude' campaign images. The study was largely exploratory, with the data revealing that the youth did interpret the images as intended by loveLife. While the campaign failed to stimulate discussion for many of the youth, those who did talk about the campaign were more likely to speak to their teachers than to parents or friends. Bibliogr., notes, sum. [Journal abstract]