Reaching the Underserved: Measuring the Impact of a Community Media Intervention,Uttar Pradesh,India

Abstract

This article examines the impact of a community-based health promotion initiative implemented in the state of Uttar Pradesh in North India in measurably improving knowledge, interpersonal communication, and practices related to HIV/AIDS and STIs among rural audiences with low or no access to mass media. Using a panel study design and logistic regression analysis, results indicate that at endline the exposed panel of respondents report significantly higher levels of knowledge and interpersonal communication regarding HIV/AIDS and STIs in comparison to the reports from the same set of respondents at baseline and also the respondents not exposed at endline. Some control variables—such as gender, education, and media access—display some interaction effects with the dependent variables. The findings suggest that community-based media initiatives are a strong vehicle in promoting changes in knowledge and producing positive behavioral outcomes especially by reaching out to underserved communities that have relatively fewer alternative sources of information on sensitive sexual health issues.

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