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  • Title: Learning from Norwegian experience: attempts to mobilize the youth culture to fight the AIDS epidemic.
    Author: Traeen B.
    Journal: AIDS Educ Prev; 1992; Suppl():43-56. PubMed ID: 1389870.
    Abstract:
    This study describes to what extent Norwegian adolescents were aware of a campaign to combat the spread of AIDS, and their participation in the various components. The material comprised a nationwide representative sample of 3000 adolescents aged 17 through 19 years. Data were collected by means of self-administered, anonymous questionnaires. The response rate was 62.8%. The intention of the campaign was to mobilize the youth culture in the fight against AIDS with a view to internalizing existing knowledge about HIV and AIDS in the hope of improving consistency between knowledge and sexual behavior. The campaign included five elements connected to the use of media and activities in the adolescents' social environment. The campaign slogan--Talk about sex, about being in love and about love--was referred to AIDS only indirectly. The medium used to communicate the message was rock music. Over one quarter of the adolescents reported a general awareness of the campaign. Awareness of the different elements varied between 2.4% and 24.0%. Use of condoms was apparently no higher among adolescents who were generally aware of the campaign than among adolescents with no knowledge of it. The adolescents had not grasped any specific message from the campaign. The campaign would probably have been more successful if the message had been more direct and more specific to the context. Data on 1855 17-19 year olds in Norway were analyzed to determine how aware they were of a national AIDS prevention campaign and their participation in its activities. Only 27.5% knew about the campaign. The message indirectly referred to AIDS. 56.8% of them did not realize that AIDS was the key message. The most familiar element of the campaign was the rock concert on TV (24%) followed by hearing the campaign song (14.9%), seeing the campaign song's video (8%), and reading the campaign novel (6.6%). Younger teenagers were more likely to have been aware of the concert and the campaign video than older teenagers. Teenagers with high educational aspirations and those living in a rural setting had a higher general awareness of the campaign than did those with lower aspirations and living in larger cities. Adolescents with much knowledge about sexuality were more aware of the campaign than those who did not. Those teenagers who often spoke to parents and friends about sex and to friends about their risk of HIV infection had a higher general awareness of the campaign than their less communicative counterparts. Rural adolescents were more likely to be aware of campaign activities in their area than the urban adolescents. Most teenagers (63.4%) learned about activities by reading the newspaper. Condom use was basically the same among teenagers who were familiar with the campaign as it was with those who were not familiar with it. The campaign primarily affected teenagers who already had been motivated to use protection during intercourse. These results indicated that the campaign did not improve consistency between knowledge and behavior among adolescents. The project designers did not study media habits of adolescents before the campaign. The campaign probably would have been more successful if they had done so and if the message had been more direct and specific.
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