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The survey conducted by ORG/Johns Hopkins University Centre in
October-November 2002, (approximately 10 months after the media
campaign got under way), took a sample size of more than 7,000 in
the key Hindi-belt focus states.
According to a release , the survey indicates that the campaign's
TV spots had reached more than 50 per cent of the target population
(some 43 million people). Also, the campaign's interactive TV detective
series Jasoos Vijay had reached more than 40 per cent of
the target population (some 34 million people).
Interestingly, the survey also reveals that the TV spots had a
substantial impact on people's actions and intentions. 11 per cent
had already taken action as a result of the spots, and 40 per cent
intended to do so in the next six months. Actions included condom
use (approximately 25 per cent ), the discussion of condom use for
protection against Sexually Transmitted Diseases (approximately
35 per cent ) and consulting a doctor on STI symptoms (approximately
15 per cent).
Similar findings were recorded for the serial Jasoos Vijay.
The survey showed equally encouraging results for the campaign's
TV youth show, Haath Se Haath Milaa, aimed at raising awareness
among youngsters who are most vulnerable to AIDS. Surprisingly,
around 90 per cent of young viewers recalled the key messages that
AIDS spreads through unprotected sex with an infected person; through
infected needles; through infected blood; and that AIDS was life
threatening and had no cure.
The ORG/Johns Hopkins survey also examined the acceptability of
the messages in the initial phase of TV spots. It showed that 95
per cent of respondents found the TV spots acceptable as between
themselves and their spouses; 60 per cent found them acceptable
among family members and 50 per cent found they were acceptable
among friends. This finding reinforces the high level of acceptability
for the spots established in pre-test surveys before the campaign
was launched.
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