Stally A; International Conference on AIDS.

Int Conf AIDS. 2002 Jul 7-12; 14: abstract no. ThPeF8096.

SAfAIDS, Harare, Zimbabwe

The media are strategically placed to positively influence youth's attitudes and shape public perceptions towards HIV, but messages have not been challenging enough to secure behaviour change. Youth between 10-24 are the most vulnerable group in the face of HIV with the age of initiation of sexual intercourse for most adolescents falling between 16 and 19 (UNAIDS). The health and lives of youth in southern Africa are at risk: 3 in 5 people newly infected with HIV are between 15-24; in many parts of sub-Saharan Africa, 10-20% of 15-24 year-olds are living with HIV; in South Africa and Zimbabwe, one half of all 15-year-olds has the lifetime potential to die from AIDS. Social norms and expectations have led to risks in sexual and reproductive health, including unwanted pregnancy, sexual and physical abuse, unsafe abortion and STIs. DESCRIPTION: Our work in media at SAfAIDS goes beyond promoting the need for increased youth awareness and peer education. Instead, we focus on the need for developing effective HIV/AIDS communication for behaviour change. We discuss best practices of youth-media campaigns such as Soul City and LoveLife, and debate factors that have hindered effective youth-friendly communication. Through youth-friendly mediums such as radio, television and musical concerts featuring popular role models, we explore issues that encourage responsible behaviour among youth. LESSONS LEARNED: Youth tend to misinterpret or resist HIV messages designed by adults, therefore messages 'owned' and managed by youth are far more influential in instilling responsible behaviour. Youth can make a unique contribution to effective HIV media, coupled by the support of peers and adults. RECOMMENDATION: Innovative media such as role-modelling and entertainment can challenge social norms that increase youth's risk for HIV infection, translating the rhetoric of commitment to HIV communication into concrete action. Youth can no longer remain an underprivileged, 'left out' group.

Publication Types:

• Meeting Abstracts

Keywords:

• Acquired Immunodeficiency Syndrome
• Adolescent
• Adult
• Africa South of the Sahara
• Africa, Southern
• Communication
• Demography
• Female
• HIV Infections
• HIV Seropositivity
• Health Services Needs and Demand
• Humans
• Peer Group
• Pregnancy
• Radio
• South Africa
• Voice
• Zimbabwe
• education

Other ID:

• GWAIDS0014050

UI: 102251548

From Meeting Abstracts