Evaluating the Impact of Mass Media HIV and AIDS Campaigns on the Behaviours and Attitudes of Adolescents and Youth in Mathare Sub-County

Abstract

This study examines the effect of mass media campaigns on HIV and AIDS awareness, attitudes, and behavioural practices among youth and adolescents in Mathare Sub-County, Nairobi. In a setting where youth remain disproportionately affected by HIV, it is crucial to understand the effectiveness of media-driven interventions. Using a mixed-methods design that included focus group discussions, surveys, and key informant interviews, the research assesses the reach, comprehension, and behavioural impact of HIV and AIDS messages broadcast or transmitted via radio, television, social media, and print media. A multi-stage sampling method was used. Mathare was selected purposively. Stratified random sampling was used to choose 384 survey respondents (based on Yamane's formula). Purposive sampling was also used for four focus group discussions (6–8 participants each) and 10 key informant interviews. Quantitative data from piloted questionnaires were analysed using SPSS version 27 with descriptive statistics and chi-square tests, while qualitative data from FGDs and KIIs underwent thematic analysis using NVivo. The results show that although mass media play an important role in raising awareness and evoking positive attitudes, there are deficiencies in the translation of knowledge into long-term, preventive behaviours. The study advocates for youth-oriented, culturally appropriate messaging and proposes an integrated media strategy to achieve optimal public health benefits in urban slums.