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Impact evaluation of an HIV screen educational advertisement

ARAN - Access to Research at NUI Galway

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dc.contributor.author Sixsmith, Jane
dc.contributor.author Kelleher, Cecily C.
dc.date.accessioned 2012-03-23T17:59:06Z
dc.date.available 2012-03-23T17:59:06Z
dc.date.issued 2000-02
dc.identifier.citation Sixsmith, J., Kelleher, C. & Crangle, E. (2000). Impact evaluation of an HIV screen educational advertisement. Health Education, 100(1), 42-49. en_US
dc.identifier.issn 0965-4283
dc.identifier.uri http://hdl.handle.net/10379/2623
dc.description.abstract An advertisement explicitly depicting behaviours associated with transmission of HIV was developed with the aim of reminding people of the continued threat posed by the virus to health. Evaluation of the advertisement was carried out to assess its impact on the target group of people, those aged 18-36 years. An international film festival provided the opportunity for the advertisement to be screened and an exit poll was carried out with a randomly selected 11 per cent sub-sample of the total audience of 2,045. The results indicate that the advertisement reached and was assimilated by the target audience. Some differences were found based on socio-demographic variables, with women finding the portrayals in the advertisement more realistic than men. All audience reactions were positive with support expressed for wider dissemination of the advertisement. The advertisement has subsequently been released nationally through cinemas. en_US
dc.format application/pdf en_US
dc.language.iso en en_US
dc.publisher Emerald en_US
dc.subject Advertising en_US
dc.subject AIDS en_US
dc.subject Media en_US
dc.subject Health Promotion en_US
dc.title Impact evaluation of an HIV screen educational advertisement en_US
dc.type Article en_US
dc.local.publishedsource http://dx.doi.org/10.1108/09654280010309265 en_US
dc.description.peer-reviewed peer-reviewed en_US
dc.contributor.funder Department of Health (Health Promotion Unit) en_US

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