Department of Health Education and Promotion, School of Health, Yasuj University of Medical Sciences, Yasuj, Iran.
Department of Health Education and Promotion, School of Health, Tehran University of Medical Sciences, Tehran, Iran.
BMC Public Health. 2023 May 11;23(1):865. doi: 10.1186/s12889-023-15698-5.
It has been estimated that 60,000 Iranians have been infected with HIV/AIDS and only 36% of them are aware of their status. This study aimed to design, implement and evaluate a social marketing campaign to promote HIV testing in Boyer-Ahmad County, Kohgiluyeh, and Boyer-Ahmad Province, southwest of Iran.
This study was a quasi-experimental pretest-posttest without a control group, developed based on a social marketing assessment and response tool. To design the intervention formative research was conducted, comprised of four focus group discussion sessions with 42 participants of the target community along with seven in-depth semi-structured personal interviews with health care providers involved in the HIV/AIDS Program. Data analysis was done manually using content analysis and the main content was formulated for the campaign. Afterward, the slogan and messages of the campaign were developed. The campaign's materials including banners, posters, pamphlets, referral forms, and short messages were designed, pretested, and revised. Ultimately, the campaign was conducted for one month in October 2019. To determine the effectiveness of the campaign, the rate of referrals to the Center for Behavioral Health Counseling Services (CBHCS), for three months before and after the campaign, was compared.
Qualitative findings identified that the majority of the interviewees mentioned that the main reasons for the low rate of referrals to get tested for HIV were lack of awareness and information about HIV/AIDS and its diagnosis as well as the free and confidential tests available from the CBHCS. Moreover, the stigma associated with HIV/AIDS was another important reason for low referrals for testing. The rate of referrals for HIV testing in the three months leading up to the campaign was 18, 32, and 23 people, and three months after the campaign was 64, 81, and 44 individuals; respectively. The results of the multivariate analysis demonstrated that the campaign had increased the rates of referrals for HIV testing through its significant influence on females, and individuals with academic degrees.
It can be concluded that the social marketing campaign was successful in persuading people to get tested for HIV.
据估计，伊朗有 6 万人感染了艾滋病毒/艾滋病，其中只有 36%的人知道自己的状况。本研究旨在设计、实施和评估一项社会营销活动，以促进伊朗西南部戈尔甘省博耶-艾哈迈德县的艾滋病毒检测。
这是一项无对照组的准实验前后测试研究，基于社会营销评估和反应工具制定。为了设计干预措施，进行了形成性研究，包括与目标社区的 42 名参与者进行了四次焦点小组讨论，以及与参与艾滋病毒/艾滋病项目的 7 名卫生保健提供者进行了七次深入的半结构化个人访谈。使用内容分析法进行手动数据分析，并为活动制定主要内容。之后，制定了活动的口号和信息。设计、预测试并修改了活动的材料，包括横幅、海报、小册子、转诊表和短消息。最终，该活动于 2019 年 10 月进行了一个月。为了确定活动的效果，比较了活动前后三个月前往行为健康咨询服务中心（CBHCS）的转诊率。
定性研究结果表明，大多数受访者提到，转诊接受艾滋病毒检测率低的主要原因是缺乏对艾滋病毒/艾滋病及其诊断的认识和信息，以及 CBHCS 提供的免费和保密检测。此外，与艾滋病毒/艾滋病相关的耻辱感也是转诊检测率低的另一个重要原因。活动前三个月的转诊人数分别为 18、32 和 23 人，活动后三个月分别为 64、81 和 44 人。多变量分析结果表明，该活动通过对女性和有学历的人的显著影响，增加了艾滋病毒检测的转诊率。
可以得出结论，社会营销活动成功地说服人们接受艾滋病毒检测。
