 |
The 130th Annual Meeting of APHA |
|
The 130th Annual Meeting of APHA |
Kim Longfield, PhD, John Berman, MA, Neha Suchak, MS, and Fiona Pamplin, DipM MCIM. AIDSMark, Population Services International, 1120 19th Street, NW, Suite 600, Washington, DC 20036, 202-785-0072, klongfield@psi.org
Study Purpose: This study examines trust in sexual relationships and how it affects youth's sexual decision making. Qualitative research is used to explore definitions of trust, its influence on STD/HIV risk perception, and its role in condom use. Study results are incorporated into a regional communications campaign that targets youth. Methods: A total of 33 focus groups with youth aged 15-24 years were conducted in Eritrea, Tanzania, Zambia and Zimbabwe. Data analysis highlighted common and divergent themes on trust and its role in risk perception. Study results were used to brief an advertising agency and create a multimedia campaign targeting youth in peri-urban areas of East and Southern Africa. Results: According to study participants, trusting one's partner is associated with appearance, emotional cues, social conduct, sexual fidelity, and a relationship's seriousness. Sexual activity occurs early in relationships with confirmation of trust coming later. Condom use is abandoned once trust is established and betrayal of trust usually results in ending a relationship. The communications campaign challenges criteria youth use to identify trusted partners and their diminished perception of risk for STDs/HIV. Conclusions: Many youth assume that they are not at risk for contracting STDs/HIV because they trust their sexual partners. Although they use criteria to establish partners' trustworthiness, a sense of trust diminishes youth's perception of risk for STDs/HIV and they discontinue condom use. The communications campaign challenges youth's sense of security in trusted relationships and urges them not to abandon condom use.
Learning Objectives:
Keywords: Youth, Media Campaigns
Related Web page: www.psi.org
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: Population Services International
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.