The project “Supporting the production and broadcast of the entertainment-education radio program on behavior change towards HIV/AIDS”

SURVEY PURPOSE

Thanks to financial assistance from the Danish Government and technical support from the Population Media Center (PMC), Radio Voice of Vietnam has developed and implemented the project “Supporting the production and broadcast of the entertainment-education radio program on behavior change towards HIV/AIDS” (in short called Project VNM7R105). The objective of project VNM7R105 is to use an entertainment education program to change listeners’ behavior with regard to HIV/AIDS, reproductive health/family planning, gender equality and domestic violence prevention in Vietnam. The first episode was broadcast in April 2008 on Radio Voice of Vietnam and the broadcast of all 104 episodes had been completed by March 2010. Every week, one new episode was broadcast and rebroadcast three at different times and on different radio channels during that week.
 
The purpose of the evaluation exercise is to collect socioeconomic and demographic data and information as well as knowledge on HIV/AIDS, reproductive health/family planning in order to measure, describe and analyze achievements of the project’s objectives as well as the impacts of drama “Desire of Life” at the end of the project.

Specifically, the evaluation will:
1.    Describe characteristics of the audience  that have close association with the access and use of radio and other mass media
2.    Describe the assessment opinions of listeners to the radio drama “Desire of Life”
3.    Measure the impacts and effects of the radio drama to the changes in knowledge, attitude and behavior of the listeners related to the health and social issues addressed by the drama.
4.    Identify major success and constraints throughout process of development, production and broadcast of the serial radio drama.

The radio serial drama “Desire of Life” is an interesting entertainment educational drama that was first produced and broadcast in Vietnam using a unique methodology that has proved successful in many others countries in heath educational communication to motivate positive changes in behavior.

SURVEY METHODOLOGY

In addition to measuring the impacts that the drama had on listeners’ behaviors and attitudes, the endline survey was conducted to test the following hypothesis:

- Hypothesis H1:  Members of the intended audience who listen to the serial drama “Desire of Life” will have significantly higher levels of knowledge about Family Planning, Reproductive health, HIV/AIDS, and gender equality and the other health topics than those who do not listen to the drama.

- Hypothesis H2:  Members of the intended audience who listen to the serial drama “Desire of Life” will have significantly higher levels of self-efficacy to perform behaviors related to Family Planning, Reproductive health, HIV/AIDS, and gender equality than those who do not listen to the drama.

- Hypothesis H3: The proportion of people who have practiced positive behaviors (e.g.discuss topics related to Family Planning, Reproductive health, HIV/AIDS, and gender equality with other people, or express their willingness to fight against domestic violence) will be significantly higher among those who listen to the drama on radio than among those who do not listen to the drama on radio.

Survey design
The endline survey was designed based on the design used for the baseline survey in order to ensure consistency and ability to compare project indicators before and after the drama.  In addition, the design of the endline survey was developed based on technical assistance provided by the Project Management Unit (PMU), PMC and UNFPA.
 
Survey location
Due to limitations of funding and time, the survey was conducted the survey in 4 out of the 6 provinces that were selected for the baseline survey.  These provinces represented three geographical regions in Viet Nam:
•  Lào Cai  and Quảng Ninh: represented the northern region
•  Bình Định: represented the central region
•  Cần Thơ: represented the southwest region

Among these four provinces, Quang Ninh, Binh Đinh and Can Tho were selected for implementing the audience research under Activity 8 of the project VNM7R105, which was aimed for “Monitoring the production and broadcast of the drama for identifying and correcting problems occurred in the process” conducted by the Center for Community Health Research and Development (CCRD) from 2008 to 2009 .   
 
Research target
The target group for the end-line survey is people between 15-49 years of age who are living in the regions included in the survey. In addition, those in this age group having mental problems, hearing difficulties or those who refused to respond were not selected to be included in the survey.
 
Sample selection
Applying the sampling calculation formula described in the technical proposal, the estimated size of samples for the end-line survey is 1.095 respondents. However, the research group decided to add 10% over the total estimated sample to compensate   errors or missing questionnaires. Therefore, the final sample size for end-line survey is 1,200 respondents.

SURVEY RESULTS

The survey shows the increasing trend of access to TV, Internet, and mobile phones and use of these media, with a concurrent decline in the use of more “traditional” channels such as radio and newspapers; as well as a narrowing gap between rural and urban areas in use of TV, internet and mobile phones. This trend conforms with the findings of some research studies in Vietnam including “Survey Assessment on Vietnamese Youth” (SAVY 2, 2010), and the TNS report on accessibility and utility of communication channels in some cities/provinces.

The endline survey on the drama “Desire of Life” finds that despite a decline in the number of radio listeners in the country, and in the number drama listeners in particular, this drama proved to be successful in many aspects: Drama attractiveness, Educational impact of the drama, Promotion campaign and broadcast.

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CCRD’s mission is to contribute to the improvement and equity of health care and social advancement for the Vietnamese people through a systematic and sustainable approach that combines sound knowledge, cultural sensitivity and capacity building.

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