For Immediate Release:	March 4, 2003
For More Information:	Kim Martin, Johns Hopkins Bloomberg School of Public Health's Center for Communication Programs (CCP), KMartin@jhuccp.org, 410-659-6140
Sponsor Organization:	Johns Hopkins Bloomberg School of Public Health's Center for Communication Programs
Ethiopian Radio Drama Prompts Young Adults to Protect Themselves from HIV/AIDS; "Journey of Life" Also Dramatically Increases Perceived Risk of HIV Infection
March 4, 2003 ADDIS ABABA, Ethiopia - A 26-week radio soap opera in Ethiopia inspired more than 95 percent of its young urban listeners to protect themselves against HIV/AIDS, according to researchers at Johns Hopkins Bloomberg School of Public Health's Center for Communication Programs (CCP). Ethiopian scriptwriters and production staff developed "Journey of Life" for urban youth aged 15 to 30. With support from the U.S. Agency of International Development (USAID), CCP provided technical assistance to the National Office of Population in Ethiopia in developing the radio series. The first season, which ended in June 2002, centered on the possibility of improving the quality of life for Ethiopians by preventing the spread of HIV/AIDS and practicing family planning. Public health messages about these issues were strategically inserted into the entertaining story about Askale, a female police investigator, and her husband Bahiru. According to a final impact evaluation that surveyed 792 respondents before the show aired and 662 of those same respondents after the show was broadcast, CCP researchers found that 95.9 percent said the show influenced them to protect themselves against HIV/AIDS. Ninety-one percent of listeners reported the show influenced them to use family planning methods. Before the show aired, most of the youth surveyed said they did not believe they were at risk for HIV infection. Personal risk perception rose to 66.2 percent after listening to "Journey of Life." And while almost all listeners (97.6 percent) now believe HIV/AIDS is a serious health threat in Ethiopia, they also believe strongly (96 percent) that they have the power to avoid HIV infection. "The research clearly shows that "Journey of Life" succeeded in motivating Ethiopian youth to act positively to prevent HIV/AIDS," said Araya Demissie, CCP's country representative in Ethiopia. "But the show also helped them believe their actions would be effective." Health communication theories demonstrate that individuals need to not only be motivated to act positively but also believe their actions will avoid negative consequences to make long-lasting behavior changes to protect their health. The entertainment-education approach used by CCP in this and other serial dramas illustrate through the characters the positive and negative impacts of certain behaviors. For example, in "Journey of Life," Askale's carefree sister, Saba, ignores her sister's warnings about abstaining or using protection when having sex. Saba later learns she is HIV-positive after infecting others. In addition to having a positive impact on its listeners, "Journey of Life" was also an enjoyable show, with 95.1 percent of its audience saying the story quality was very high and 85.9 percent calling it entertaining. Another 85.9 percent said they wished it had lasted longer. With representatives in more than 30 countries, CCP is a pioneer in the field of strategic, research-based communication for behavior change and health promotion that has helped transform the theory and practice of public health communication. To find out more about CCP, go to http://www.jhuccp.org or contact Kim Martin at kmartin@jhuccp.org or 410 659-6140.