InterMedia Survey Institute, 2010. 4 p.
Authors: 
Murthy, Gayatri
Organizations: 
AudienceScapes
Description: 
HIV/AIDS is a major threat to the well-being of Mozambicans, not to mention to the country's economic and social development. Mozambique has one of the highest prevalence rates of HIV in the world. Close to 13 percent of the adult population between 15 and 49 is infected. Women, youth and young adults are most at risk. Analysis from AudienceScapes suggests that radio has the most potential for reaching women, youth and young adults. To help development professionals craft communication strategies for HIV/AIDS control in Mozambique, the AudienceScapes team analyzed data from the 2009 Mozambique Synovate/Steadman Media Diary Survey on the communication habits of these at-risk groups. Our findings show that development organizations can target groups of women by encouraging communal listening. One approach that may be effective would involve the distribution of cheap, battery-operated radios which women can listen to in large groups. To target youth and young adults, development practitioners may have the most success using a combination of radio and some new media such as SMS text messages and posting information online.
Languages: 
Record created by: 
IIEP