Mass media AIDS prevention campaign in Lima Peru.

A pilot mass media AIDS campaign was begun in Peru in 1988 to increase public knowledge about AIDS transmission and prevention part of Proyecto SIDA. This is a collaborative effort between the Peruvian National AIDS Prevention Program the Population Council and the Johns Hopkins University/Population Communication Services. A baseline survey was conducted sampling 1915 people under 34 Lima where 90% of HIV infection exists. Accurate knowledge about transmission was high 85- 95% while misconceptions about transmission were also high for example 56-67% thought AIDS is transmitted by casual contact saliva or public baths. 100 people were involved in focus group discussions. These revealed that early sexual activity was widespread that women were more ready to accept condoms and that people thought AIDS was relatively rare. TV and radio spots and cinema ads were designed focusing on transmission misconceptions monogamy and condom use. TV ads featured animated clay dolls. Pretests were conducted. Integrated media exposure lasted 6 weeks starting in November 1988. Evaluation in January included a sample of 1900 people. Knowledge of most items increased several percent with misconceptions about transmission improving the most and accurate knowledge about transmission improving the least. Reported condom use rose 3%. Condom sales remained on a downward trend influenced by erratic and inadequate supplies and general economic deterioration. It was felt that correcting misconceptions will aid personal decision making and focus public debate on AIDS prevention strategies.