In the United States, heterosexual transmission
of HIV infection is dramatically higher among Blacks than among Whites.
Overlapping (concurrent) sexual partnerships promote HIV transmission.
The
authors describe their process for developing a radio campaign (Escape the Web)
to raise awareness among 18-34-year-old Black adults of the effect of
concurrency on HIV transmission in the rural South. Radio is a powerful channel
for the delivery of narrative-style health messages.
Through six focus groups
(n = 51) and 42 intercept interviews, the authors explored attitudes
toward concurrency and solicited feedback on sample messages. Men were advised
to (a) end concurrent partnerships and not to begin new ones; (b) use condoms
consistently with all partners; and (c) tell others about the risks of
concurrency and benefits of ending concurrent partnerships. The narrative
portrayed risky behaviors that trigger initiation of casual partnerships. Women
were advised to (a) end partnerships in which they are not their partner's only
partner; (b) use condoms consistently with all partners; and (c) tell others
about the risks of concurrency and benefits of ending concurrent partnerships.
Messages for all advised better modeling for children.
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By:
- 1School of Journalism and Mass Communication , University of North Carolina at Chapel Hill , Chapel Hill , North Carolina , USA.
- 2Department of Medicine, School of Medicine , University of North Carolina at Chapel Hill , Chapel Hill , North Carolina , USA.
- 3Department of Epidemiology, Gillings School of Global Public Health , University of North Carolina at Chapel Hill , Chapel Hill , North Carolina , USA.
- 4MEE Productions, Inc. , Philadelphia , Pennsylvania , USA.
- 5Department of Health Behavior, Gillings School of Global Public Health , University of North Carolina at Chapel Hill , Chapel Hill , North Carolina , USA.
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