EE4 Witte

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Academy for Educational Development Save the Children International HIV/AIDS Alliance Tulane University and University of North Carolina Chapel Hill in Partnership with Effects of a Radio Variety Show on Youth Behavior: Which components of a variety show work best? Johns Hopkins Bloomberg School of Public Health Center for Communication Programs

Acknowledgements: 

Acknowledgements HCP Namibia Team (Jen Boyle, Jane Brown, Sara Chitambo, Patrick Coleman, Esta de Fossard, Salen Englebrecht, Nahum Gorelick, Sarah Mwilima, Kate Stratten, Ian Tweedie) University of Namibia and College of the Arts Research Facilitation Services Heather Roberto (Independent Consultant) USAID

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Radio Variety Show: Suzie and Shafa (Namibia) Description: A 26 week, 30 minute long, radio show aired on the University of Namibia (UNAM) radio station in Windhoek Focal Audience: Teens and Young Adults aged 15-24 years Purpose: To enhance decision-making and life-skills to promote risk-reduction behavior.

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Radio Variety Show: Suzie and Shafa (Namibia) Components of the Show Host Dialogue What's Goin’ Down (social events/activities) Testimonials (positive role models) The People Have Spoken (“Mad Milly”) (roving reporter on opinions) Drama: Death in the Dorm Quiz and Brainteaser

Namibia: The Suzie and Shafa Show: 

Namibia: The Suzie and Shafa Show Radio Episode Content Introduction Youth-Adult Relationships Dating Date Rape Sex for Access HIV/AIDS Negative Peer Pressure Multiple Partners Condoms: Male and Female Addiction Healthy Mind, Healthy Body Avoiding Pregnancy Abortion and the Law Tolerance for All Alcohol Abuse Drug Abuse Leisure Time Activities Looking Good, Feeling Good Where to Go for Help and Guidance Sexual Misconceptions HIV/AIDS misconceptions Domestic Violence Rights and Responsibilities as a Citizen of Namibia Voluntary Counseling and Testing Getting Ahead Overall Summary and Conclusion

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Method Pre/Post cross-sectional survey in Greater Windhoek N=800 2-year time lag Used validated and standardized survey instrument

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Research Questions 1. Which Episodes and Segments are Liked Best and have the Most Self-Reported Impact? 2. What is Related to Liking of Each Segment Type? (e.g., perceived similarity, entertainment value, educational value, perceived quality, emotional impact, liking of hosts, stigma, demographics) 3. How does Each Segment Type Affect Key Outcomes? (controlling for demographics, impact of other HIV/AIDS messages)

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The HIV/AIDS, Alcohol Abuse, and Youth-Adult Relationships episodes were most often spontaneously mentioned as favorites among listeners.

Teens were more likely than young adults to mention the Youth-Adults Relationships & Avoiding Pregnancy episodes: 

Teens were more likely than young adults to mention the Youth-Adults Relationships & Avoiding Pregnancy episodes n = 90

Males were more likely than females to mention the Looking Good, Feeling Good Episode: 

Males were more likely than females to mention the Looking Good, Feeling Good Episode

Drama and Music were the most popular segments: 

Drama and Music were the most popular segments n = 90

Drama and Music were most often said to influence wanting to protect oneself from HIV/AIDS: 

Drama and Music were most often said to influence wanting to protect oneself from HIV/AIDS

Individuals with less education were more likely to say that the Testimonial and What’s Goin’ Down segments influenced them to protect against HIV: 

Individuals with less education were more likely to say that the Testimonial and What’s Goin’ Down segments influenced them to protect against HIV n = 90

Young adults more frequently agreed that the Host Dialogue made them think about protecting against HIV than teens: 

Young adults more frequently agreed that the Host Dialogue made them think about protecting against HIV than teens

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Liking of Segment Component * What is Related to Liking of Each Segment Type? (e.g., perceived similarity, entertainment value, educational value, perceived quality, emotional impact, liking of hosts, stigma, demographics) * Assessment of Segments: “Please tell us whether you liked, disliked, were neutral, or can’t remember the following parts of the show. ” (asked for each segment separately)

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Analysis Plan *Entered Four Blocks of Variables -- Demographics (age, sex, language, education, occupation, literacy, marital status, religiosity) -- Perceived Risk/Personal Experience (chance of infection, relative or friend with HIV or AIDS) -- Stigma (keep secret, isolate people, teacher teach?, personally care for family member) -- EE Program Features (strong emotional impact, entertaining, educational, boring, perceived quality, authentic characters, liking of hosts, similarity to hosts) -- (controlled for exposure level -- # of episodes)

DRAMA – What predicts Liking?: 

DRAMA – What predicts Liking?

DRAMA – What predicts Liking?: 

DRAMA – What predicts Liking?

MUSIC – What predicts Liking?: 

MUSIC – What predicts Liking?

MUSIC – What predicts Liking?: 

MUSIC – What predicts Liking?

HOST DIALOGUE – What predicts Liking?: 

HOST DIALOGUE – What predicts Liking?

HOST DIALOGUE – What predicts Liking?: 

HOST DIALOGUE – What predicts Liking?

TESTIMONIALS – What predicts Liking?: 

TESTIMONIALS – What predicts Liking?

TESTIMONIALS – What predicts Liking?: 

TESTIMONIALS – What predicts Liking?

WHAT’S GOIN’ DOWN – What predicts Liking?: 

WHAT’S GOIN’ DOWN – What predicts Liking?

WHAT’S GOIN’ DOWN – What predicts Liking?: 

WHAT’S GOIN’ DOWN – What predicts Liking?

MAD MILLY – What predicts Liking?: 

MAD MILLY – What predicts Liking?

MAD MILLY – What predicts Liking?: 

MAD MILLY – What predicts Liking?

Impact of Segment Components: 

Impact of Segment Components How does Each Segment Type Affect Key Outcomes? (controlling for demographics, impact of other HIV/AIDS messages) Impact: Self-Report Behavior -- The Suzie & Shafa Show influenced me to protect myself against HIV/AIDS. Did you ever write to S&S? Stigma Items – - Because AIDS is a life-threatening illness, people with AIDS should be entitled to better medical care than people with less serious illnesses - For safety reasons it is better to stay away from a person with AIDS

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Analysis Plan *Entered Three Blocks of Variables -- Demographics (age, sex, language, education, occupation, literacy, marital status, religiosity) -- Other HIV/AIDS Message Impact (“Have the messages you heard or seen about HIV/AIDS made you change the way you do some things?” -- EE Program Segments (Drama, Music, Host Dialogue, Mad Milly, What’s Goin’ On, Testimonials)

Self-Report Behavior -- The Suzie & Shafa Show influenced me to protect myself against HIV/AIDS: 

Self-Report Behavior -- The Suzie & Shafa Show influenced me to protect myself against HIV/AIDS

Self-Report Behavior -- The Suzie & Shafa Show influenced me to protect myself against HIV/AIDS: 

Self-Report Behavior -- The Suzie & Shafa Show influenced me to protect myself against HIV/AIDS

Did you ever Write to S&S?: 

Did you ever Write to S&S?

Did you ever Write to S&S?: 

Did you ever Write to S&S?

Because AIDS is a life-threatening illness, people with AIDS should be entitled to better medical care than people with less serious illnesses: 

Because AIDS is a life-threatening illness, people with AIDS should be entitled to better medical care than people with less serious illnesses

Because AIDS is a life-threatening illness, people with AIDS should be entitled to better medical care than people with less serious illnesses: 

Because AIDS is a life-threatening illness, people with AIDS should be entitled to better medical care than people with less serious illnesses

For safety reasons it is better to stay away from a person with AIDS: 

For safety reasons it is better to stay away from a person with AIDS

For safety reasons it is better to stay away from a person with AIDS: 

For safety reasons it is better to stay away from a person with AIDS

Summary: 

Summary Most pressing community issues (as found by other research) also most remembered episodes (HIV most mentioned, followed by alcohol abuse, and youth-adult relationships). No mentions given of leisure time episode or overall summary/conclusion. Drama and Music Segments best liked and most self-reported impact

Summary: 

Summary EE Segments collectively positively influenced self-reported behavior EE Segments no impact on writing to S&S Stigma 1 – tolerance item – influenced from other HIV/AIDS messages (not S&S) Stigma 2 – isolation item – negatively related to host dialogue (the more one liked the host, the lower the stigma)

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Making a difference in people’s lives . . .