Home > Impact evaluation of an HIV screen educational advertisement.

Sixsmith, Jane and Kelleher, Cecily (2000) Impact evaluation of an HIV screen educational advertisement. Health Education , 100 , (1) , pp. 42-49.

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An advertisement explicitly depicting behaviours associated with transmission of HIV was developed with the aim of reminding people of the continued threat posed by the virus to health. Evaluation of the advertisement was carried out to assess its impact on the target group of people, those aged 18-36 years. An international film festival provided the opportunity for the advertisement to be screened and an exit poll was carried out with a randomly selected 11 per cent sub-sample of the total audience of 2,045. The results indicate that the advertisement reached and was assimilated by the target audience. Some differences were found based on socio-demographic variables, with women finding the portrayals in the advertisement more realistic than men. All audience reactions were positive with support expressed for wider dissemination of the advertisement. The advertisement has subsequently been released nationally through cinemas.


Item Type:Article
Page Range:pp. 42-49
Accession Number:HRB (Electronic Only)
Subjects:T Demographic characteristics > Intravenous / injecting drug user
J Health care, prevention and rehabilitation > Health related prevention > Health information and education > Communicable disease control > HIV prevention
VA Geographic area > Europe > Ireland
MP-MR Policy, planning, economics, work and social services > Marketing and public relations (advertising)

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