Evaluating the Impact of a National AIDS Prevention Radio Campaign in St. Vincent and the Grenadines1


  • 1

    Funding for this study was provided by the U. S. Agency for International Development, AIDS Technical Support: Public Health Communication (AIDSCOM) Component, Project No. 936–5972, Contract No. DPE-5972-Z-00–70700. The KABP instrument was designed in collaboration with Family Health International, Inc. and the survey was conducted by Systems Caribbean, Ltd.

Correspondence concerning this article should be addressed to Susan E. Middlestadt, Academy for Educational Development, 1255 23rd Street NW, Washington, DC 20037


Based on extensive formative research in the three Eastern Caribbean countries of St. Lucia, St. Vincent and the Grenadines, and Grenada (Fishbein, Middlestadt, & Trafimow, 1993; Fishbein, Trafimow, et al., 1993), a three-nation, mass media, condom use campaign was developed. In order to assess the impact of the campaign, a follow-up survey was conducted in St. Vincent and the Grenadines. This paper examines the effectiveness of the campaign by comparing responses on this survey by respondents who were or were not exposed to the campaign. A statistically significant impact of exposure to the campaign was obtained, indicating that a well-designed, empirically based, mass media campaign can be an effective tool in the battle to prevent the spread of AIDS.