Mongolia is one of few countries not heavily effected by the HIV/AIDS epidemic. The epidemic is explosive in neighboring Russia and China, however. Increased STI levels since 1990 indicate high risk sexual practices are common in Mongolia, especially among youth. Raising awareness and increasing knowledge by disseminating information among key groups is critical to reduce Mongolia’s vulnerability to the HIV/AIDS epidemic.
Since 1999, Medecins Sans Frontieres has worked with Mongolia's Ministry of Health and Health Management Information and Education Center (HMIEC) to develop mass media campaigns to promote safe sex and HIV/AIDS/STD awareness. Two six-month campaigns have been launched. The first one was evaluated during summer 2000; the same methods will be used in May-June 2001 with the second campaign.
Qualitative and quantitative methods are used to evaluate the following aspects of the campaigns: 1. Coverage of target audience. 2. Understanding of the campaign by primary and secondary audiences. 3. Appropriateness, approval of message. 4. Impact of the campaign on knowledge, attitude and behavior.
The knowledge gained in the evaluation process is used to demonstrate campaign successes, advocate for policy and future campaigning, and inform the development of later campaigns. Specifically, the knowledge provides the campaign team with methodologically sound, relevant and up-to-date information about: 1. Misconceptions, gaps in knowledge. 2. Emergent themes and issues. 3. Special sub-groups, related themes and issues. 4. Successful elements to carry over to future campaigns.
The evaluation methods as applied and key findings are the focus of this presentation.
Learning Objectives: 1. Describe objectives of Mongolian safe sex mass media campaigns. 2. State how and why qualitative and quantitative methods were used to evaluate Mongolian mass media campaigns. 3. Detail key quantitative indicators of success used to measure achievement of campaign objectives. 4. Identify elements of MSF/Mongolian mass media campaign evaluation methods that can be applied to other international settings.
Keywords: Media Campaigns, Evaluation
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: Medecins Sans Frontieres (Holland) - Mongolia and Moscow offices
Disclosure not received
Relationship: Not Received.