What Works for Women and Girls

and 14 times more likely to have visited a youth center than youth in the comparisonareas. Significantly, youth in the campaign area were over 26 times more likely to reportone sexual partner and over 5 times more likely to use condoms than youth in thecomparison area. The project used 10,000 posters, 19,000 leaflets, 100,000 copiesof a newsletter, 26 one hour radio shows, launch events with popular musicians, 60community theater presentations with discussions, trained 24 peer educators, andestablished a hotline, with youth participating in every aspect of designing and implementingcampaign materials and activities. The project intervention also designated26 clinics as youth friendly and conducted a one-week training with a provider fromeach clinic in counseling youth. A baseline survey was conducted with 1,426 randomlysampled adolescents with a follow-up survey one year later with 1,400 respondents(Kim et al., 2001). (Gray III) (abstinence, youth, condoms, mass media, Zimbabwe)A national television and radio HIV prevention campaign in Zambia for young peopleages 13 to 19 found that viewers were 1.68 times more likely to report primary orsecondary abstinence. Viewers were 1.91 times more likely to have ever used a condomand 1.63 times more likely to report condom use during last sex when contrasted withnonviewers, holding sex, age, residence and education constant. Among adolescentfemales who were sexually experienced, 82% of viewers reported that they felt confidentthat they had “the ability to say no to unwanted sex,” in contrast with 69% at baselineand 64% of nonviewers. Nearly 86% of viewers recognized that a person who lookshealthy could be HIV-positive, compared to 72% of nonviewers. The campaign designteam included youth, including an HIV-positive youth, message concepts were tested,and comprehension was assessed through focus group discussions, interviews, andpost-broadcast surveys. A total of 533 male adolescents and 656 female adolescents wereincluded in the survey (Underwood et al., 2001). (Gray III) (adolescents, mass media,condom use, self-perception, Zambia)In 2002 MTV launched a global multicomponent HIV prevention campaign, “StayingAlive,” reaching over 166 countries worldwide. An evaluation of this campaign focusedon three diverse sites: Kathmandu, Nepal; São Paulo, Brazil; and Dakar, Senegal. Datawere collected before and after campaign implementation through population-basedhousehold surveys. Using linear regression techniques, the evaluation examined theeffects of campaign exposure on interpersonal communication about HIV and theeffects of campaign exposure and interpersonal communication on beliefs about HIVprevention. Researchers found a consistent positive effect of exposure on interpersonalcommunication across all sites, though there were differences among sites with regardto whom the respondent talked about HIV. The analysis also found a consistent positiveeffect of exposure on HIV prevention beliefs across sites when interpersonal communicationwas simultaneously entered into the model. In two sites, researchers founda relationship between interpersonal communication and HIV prevention beliefs,controlling for exposure, though again, the effects differed by the type of person thecommunication was with. These similar findings in three diverse sites provide ecolog-WHAT WORKS FOR WOMEN AND GIRLS127