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Resource - Youth Issues Paper 5 - Using Global Media to Reach Youth: The 2002 MTV Staying Alive Campaign
YouthNet. A posting from Af-AIDS ([email protected]) 19 May 2005.
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This paper presents results of the FHI/YouthNet evaluation of the 2002 global HIV-prevention campaign, "Staying Alive," which reached 800 million households.
Using a "social diffusion model" and population-based analysis, researchers found the campaign had significant impact on interpersonal communications about HIV/AIDS and affected social norms in some cases.
This paper can be downloaded on the righthand side of this page. |
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