The influence of HIV/AIDS prevention marketing communication campaigns on young adults in Imbali, Pietermaritzburg

Abstract

The human immunodeficiency virus (HIV) infection continues to plague the world, with the virus continually spreading in many regions. The latest published HIV/AIDS statistics indicate that 38 million individuals were living with HIV globally in 2019. In South Africa, HIV-infected individuals were estimated at 8.2 million in 2021, with a prevalence of 19.5% within the 15-49 age group. Reducing HIV incidence is imperative as a potential catalyst for decreasing HIV prevalence in young adults. The objectives of the study were to examine the influence of HIV/AIDS prevention marketing communication campaigns on young adults; to determine the level of awareness of HIV prevention marketing communication campaigns employed by the government and NGOs; to investigate the influence of HIV marketing communication campaigns in reducing HIV risky sexual behaviour; to determine the challenges that young adults face in reducing risky sexual behaviour; and to develop HIV/AIDS marketing communication prevention strategies. The study was conducted in Imbali, a peri-urban area in the uMsunduzi Municipality in Pietermaritzburg, KwaZulu-Natal. This was a cross-sectional, descriptive study using a quantitative research approach amongst young adults. The data was analysed using SPSS version 29. Participants were recruited using a purposive sampling strategy. Validity was ensured by using a validated questionnaire, which measured the impact of communication campaigns and the contributions of knowledge and attitudes towards HIV to reduce risky behaviour. A key study finding was noting participants reporting a positive change in risky sexual behaviour, including adopting safe sex practices and halting engaging with multiple partners after hearing or seeing an HIV prevention marketing communication advert, highlighting the effectiveness of these campaigns in some of the participants. Also, a significant proportion of participants recognised HIV as a serious problem within the community. The study highlighted the need for more advocacy programs focusing on males, to encourage more HIV testing to potentially change risky sexual behaviour. Men reported reluctance to access HIV testing services. The significance of this study was identifying the benefit of HIV prevention marketing communication campaigns in changing risky sexual behaviour. Although this was from a sample that was purposively selected, there is merit in determining such a benefit in a large sample, that would be randomly selected. Generally, awareness regarding HIV infection is a major preventive tool for reducing the spread of the HIV pandemic.