Youth Oriented Reproductive Health Programme

Youth Oriented Reproductive Health Programme

PSI/Zambia

Youth Oriented Reproductive Health Programme

Post-Test Results – Abstinence

Background

  • In order to reduce the prevalence of HIV and other STIs, SFH started social marketing intervention programs targeting youths in Zambia.
  • The programs aim to increase youths knowledge of HIV/AIDS and encourage them to adopt preventive behaviour, especially postponing sexual initiation, abstinence and condom use.

Interventions

  • The campaign included mass media information and advertising.
  • A series of radio and TV spots were developed to stimulate risk reduction behaviours.

Research Questions

  • What impact did youth-targeted social marketing interventions have on their sexual behavior?
  • What impact did exposure to youth-targeted condom messages have on condom use?
  • What impact did exposure to youth-targeted mass media campaigns have on self efficacy and abstinence?

Objective

  • The study examines the impact of youth-targeted social marketing interventions on reproductive health behavior among youths aged 13-24

Sampling Design

  • These findings are based on data from adolescent youth survey which was conducted in Lusaka province in four rounds.
  • Each round consisted of 2400 randomly selected males and females aged 13 to 24.
  • These rounds were conducted at intervals of three months from January to December 2002.
  • A three stage stratified cluster sampling procedure was adopted to select the 2400 households.

Method of Analysis

  • Cross tabulations were used to examine the relationships between socio-demographic variables and knowledge, attitude and behavioral variables.
  • For the statistical analysis, chi-square tests of independence were conducted at the bivariate level, and the differences were determined at P< 0.01 and P< 0.05 significant levels.
  • Logistic regression was used to evaluate the effects of mass media campaign on the intervention model.

RESULTS – SEXUAL BEHAVIOR

The percentage of respondents who reported having had sex with a regular partner significantly declined between the first and the last rounds

The percentage of respondents who reported having had sex with a casual partner significantly declined between the first and the last rounds

The percentage of youths who reported having seen the advert “Virgin Power, Virgin Pride” on ZNBC television significantly increased from Round 1 to Round 4

RESULTS – IMPACT OF ABSTINENCE MEDIA ON

PRIMARY/SECONDAY ABSTINENCE

Impact of Abstinence Media Campaign on Primary/Secondary Abstinence

  • This section examines the effect of a social marketing campaign on primary and secondary abstinence as a means to prevent HIV, sexually transmitted infections and pregnancy.
  • The social marketing campaign examined here, known as HEART, uses mass media and interpersonal communications to reduce knowledge deficits about HIV/AIDS, influence perceptions of risk and the effectiveness of abstinence, and de-stigmatize the use of abstinence among adolescents and young adults.

Definition of Primary and Secondary Abstinence

  • Primary abstinence is defined as delay of sexual onset by those who are still virgins.
  • Secondary abstinence is defined as refraining from sexual activity after having been sexually active in the past.

Viewers of the abstinence media campaign were significantly more likely than non-viewers to report practicing primary abstinence from sex

Viewers of the abstinence media campaign were significantly more likely than non-viewers to report practicing secondary abstinence from sex

Logistic regression analysis found that viewers were 1.29 times more likely to report primary abstinence and 1.10 times secondary abstinence than non-viewers

CONCLUSIONS

  • A significant decline in the proportion of youths who were sexually active was observed between the rounds.
  • There was a significant steady decline in regular and casual partnerships
  • Analysis of the behavioral data show that the intervention caused a postponement of the onset of sexual activity among both male and female youths, thereby reducing the length of exposure to sexual risks. This may be particularly important for female youths, as it also reduces the risks associated with child bearing.
  • Exposure to mass media campaign had a significant positive impact on the use of condom even after controlling socio-demographic variables.
  • Mass media campaigns are likely to increase youths motivation to use a condom because they encourage the discussions on condom use with their respective partners.
  • Viewers have on average more positive attitude regarding condom use than non-viewers
  • Thus, it can be assumed that youths who are exposed to the messages are more likely to exhibit positive behavior in terms of safe sex practices.
  • Regarding self efficacy, the data confirm that the program did indeed cause more youths to frequently discuss sexual issues freely with their marital, regular and casual partners.
  • A clear gender difference was observed. Females were overall more likely than males to report having discussed sex and reproductive health issues with their sexual partners.
  • Exposure to abstinence message had a significant positive impact on the practice of abstaining from sex even after controlling socio-demographic variables.
  • Furthermore, the programme caused to abstain from sex for those who are already sexually active.

Implications

  • These findings have important implications. First, it is evident that the strategies that were used to reach youths were successful, and therefore should be continued. The intervention has also succeeded in youths behavior change in terms of the ability to negotiate safer sex and condom use.
  • There was also evidence of youths either adopting new behavior or modifying old behavior specifically to avoid contracting STDs/HIV/AIDS.
  • By targeting youth who are already using condoms, and by reinforcing their behavior, programs can ensure that this group serves as a positive role model for other youths.
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