Baseline survey on Knowledge, Attitude and Behavior of Radio Audiences Regarding HIV/AIDS Prevention


This is the first phase of a pre- and post-survey on knowledge, attitude and behavior (KAB) of radio audiences regarding HIV/AIDS prevention and reproductive health (RH). The overall goal of the survey was to establish database for later comparison.
The baseline survey also expected to achieve the specific objectives: (1) to assess KAB regarding HIV/AIDS prevention, family planning (FP) and RH among Vietnamese aged 15-49; (2) to identify the access to mass-medias, selection and favorite mass-media channels and programs, especially the radio; (3) to evaluate effects of mass medias, particularly the radio on KAB of Vietnamese regarding RH and HIV/AIDS prevention. This research was carried out in January, 2008.

Materials and Methods
A multi-stage-random-cluster-sampling method was performed to select the study sites and subjects. 1510 subjects at 6 provinces were participated in the survey. The modified questionnaire from SAVY/DHS survey was tested before used. Information obtained from the completed questionnaires were evaluated by trained supervisors for quality control.
Descriptive analysis was performed to describe the characteristics of study population. Multiple logistic regression models were also performed to evaluate relationships between radio listening behaviors of the study subjects and knowledge of RH, FP, and HIV/AIDS prevention after adjustment for potential confounding factors such as age, gender, living area, socioeconomic features, and living standard.

Fifty percent of study subjects were categorized as good knowledge on RH. The significant factors associated with knowledge on RH, and FP, in turn, were education level, TV watching frequency, chatting with other people about these issues, and frequent listening to the radio health education programs.  The education level seemed to have the most effective on the knowledge of HIV/AIDS prevention. People seemed to be more interested in TV programs for news than the radio. Factors most likely influencing the listening behavior were radio ownership, gender, education and living area. Public communication means seemed to provide most information on RH, FP and HIV/AIDS prevention. Generally, people still lack of safe sex, RH and HIV prevention in practice. The contraceptives was most likely used among people aged 25-34, residing in rural area, having better knowledge of contraceptive use, and listening to public radio more frequently. The abortion rate seemed to be greater among people with higher education and living in urban area.

Following the survey findings, recommendations on development of a radio drama series were made.  The drama should be entertaining, attractive, and proper to living styles of people in urban and rural areas in Vietnam. It should be aired during the weekends on national broadcasting system. Monitoring and evaluation on the program should also be done for better effectiveness.


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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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