Adolescents' exposure to mass media campaign messages on HIV/AIDS in Ghana

Abstract

Using rich data collected from adolescents in Ghana by the Guttmacher Institute in collaboration with partners including the University of Cape Coast, this paper attempts to examine how exposure to specific messages designed for a media campaign dubbed Stop AIDS-Love Life' affected adolescents' behaviour towards HIV/AIDS. Two logistic regression models are used to examine the effects of exposure to messages on HIV/AIDS on adolescents' behavior towards HIV/AIDS. The study observed a direct and significant relationship between exposure to some of the messages and HIV/AIDS behavioural outcomes. It was established that adolescents who were exposed to the message titled "Think before you play" were about 1.3 times more likely to consider themselves at risk of HIV infection in both models. At p