Sood Suruchi, Nambiar Devaki
Johns Hopkins Bloomberg School of Public Health, Center for Communication Programs (JHU/CCP), Baltimore, Maryland 21202, USA.
J Health Commun. 2006;11 Suppl 2:143-62. doi: 10.1080/10810730600974837.
Numerous studies show that exposure to entertainment-education-based mass media campaigns is associated with reduction in risk behaviors. Concurrently, there is a growing interest in comparing the cost-effectiveness of HIV prevention interventions taking into account infrastructural and programmatic costs. In such analyses, though few in number, mass media campaigns have fared well. Using data from a mass media communication campaign in the low HIV prevalence states of Uttar Pradesh, Rajasthan, and Delhi in Northern India, in this article we examine the following: (1) factors that mediate behavior change in different components of the campaign, comprising a TV drama, reality show for youth audiences, and TV spots; (2) the relative impact of campaign components on the behavioral outcome: condom use; and (3) the cost-effectiveness calculations arising from this analysis. Results suggest that recall of the TV spots and the TV drama influences behavior change and is strongly associated with interpersonal communication and positive gender attitudes. The TV drama, in spite of being the costliest, emerges as the most cost-effective component when considering the behavioral outcome of interest. The analysis of the comparative cost-effectiveness of individual campaign components provides insights into the planning of resources for communication interventions globally.
大量研究表明，接触以娱乐教育为基础的大众媒体宣传活动与风险行为的减少有关。与此同时，在考虑基础设施和项目成本的情况下，人们对比较艾滋病毒预防干预措施的成本效益的兴趣与日俱增。在这类分析中，大众媒体宣传活动虽然数量不多，但表现良好。本文利用印度北部艾滋病毒低流行邦北方邦、拉贾斯坦邦和德里的一次大众媒体传播活动的数据，研究以下内容：（1）在该活动的不同组成部分（包括一部电视剧、一档面向青年观众的真人秀节目和电视短片）中介导行为改变的因素；（2）活动各组成部分对行为结果（避孕套使用）的相对影响；（3）该分析得出的成本效益计算结果。结果表明，对电视短片和电视剧的回忆会影响行为改变，并且与人际沟通和积极的性别态度密切相关。尽管电视剧成本最高，但考虑到感兴趣的行为结果时，它却是最具成本效益的组成部分。对活动各组成部分的比较成本效益分析为全球传播干预措施的资源规划提供了见解。
