Research and impact: HIV mass media campaign

India

Jasoos vijay in action
Extensive qualitative and quantitative research was carried out to measure the reach and impact of our HIV mass media campaign in India.

Reach

Nielson's Television Audience Measure (TAM) Survey tracks media behaviour in India through 4,800 meters fitted in 4,555 homes across 67 towns in all states except Jammu and Kashmir, Bihar and the North East.

According to the TAM survey, between 2005 and 2007:

  • The public service advertisements reached a cumulative, unduplicated audience of 115 million people
  • Jasoos Vijay reached a cumulative, unduplicated audience of 70 million people
  • Haath se Haath Mila reached a cumulative, unduplicated audience of 51 million people
These are conservative estimates since the TAM meters do not cover villages and towns with population less than 100,000 people.

Impact

Quantitative research involving a 'baseline' survey of 11,691 people was carried out in 17 states in April-July 2005 to establish knowledge, attitudes and practices around HIV and AIDS before the mass media campaign was launched.

An 'endline' survey of with 12,050 people was then carried out in February-March 2007 to assess the impact of the campaign.

Qualitative research involving 12 focus group discussions and 19 in-depth interviews with viewers of the programmes were also carried out in Hindi-speaking states in April 2007.

Feedback from viewers, in the form of 23,313 letters and 4,000 emails, were also analysed.

Research results:

  • Knowledge that HIV can be transmitted through unprotected sex increased from 16% to 29% for viewers of the Jasoos Vijay detective series, and from 16% to 35% for viewers of Haath se Haath Mila
  • Knowledge that having multiple partners increases the risk of HIV transmission increased from 18% to 22% for viewers of the Jasoos Vijay detective series, and from 18% to 27% for viewers of Haath se Haath Mila
  • The attitude that you should always wear a condom when having sex increased from 51% to 70% of male viewers and 26% to 51% female viewers of the Jasoos Vijay detective series, and from 51% to 71% of male viewers and 26% to 49% of female viewers of Haath se Haath Mila
  • Twenty percent of Haath se Haath Mila viewers and 17% of Jasoos Vijay viewers stated that they ever felt like getting tested for HIV, compared to 11% of non-viewers
  • Knowledge that HIV can be treated increased from 14% to 19% for viewers of the Jasoos Vijay detective series, and from 14% to 25% for viewers of Haath se Haath Mila
  • The attitude that people living with HIV and AIDS have the same rights as those uninfected increased from 67% to 80% of male viewers and 70% to 82% for women viewers of the Jasoos Vijay detective series, and from 67% to 79% of male viewers and 70% to 84% for women viewers of Haath se Haath Mila