Implications of Diffusion of Innovations Theory for a Culturally Sensitive Multi-sectoral Approach to HIV/AIDS Prevention

The present research uses a collective case study analysis to compare the effectiveness of HIV/AIDS public policy and culturally sensitive communication campaigns in Uganda, Kenya and Tanzania. The first author conducted in-depth interviews with public policy officials to obtain unique insights into policy decisions in each country. Using the theory of diffusion of innovations to guide our analysis, three major concepts emerged as contributing to an effective campaign: Coordination of the dissemination of information with the social system, the time necessary for preventive messages to lead to the adoption of new practices, and the cultural compatibility and sensitivity of those messages. Unlike studies that rely on secondary research, this study contributes the perspective of policy makers to our understanding of public policy, the role of cultural sensitivity in health communication campaigns, and the organizational networks required for an effective multi-sectoral approach.