Population Council, 2007. 52 p.
Impact of Mass Media Initiatives in Uganda
This report presents the findings of an evaluation of the Straight Talk (ST) mass media communication programs, which have been implemented in Uganda since 1993. The mass media programs largely comprise three main materials: multilingual Straight Talk Radio Shows, multilingual Straight Talk newspapers, and an English language Young Talk newspaper. Straight Talk also implements a wide array of school-based activities to engender a youth-friendly school environment. It has invested in many community activities such as community health fairs, and has worked to support youth-friendly health care services. The evaluation described here employed several strategies, including a household survey of adolescents, the main subject of this report. Other components included a household survey of parents, an assessment of the school environment and a cost study.1 The adolescent household survey was conducted with 2,040 males and females between the ages of 10 and 19 years. It was conducted in six districts in Uganda: Apac, Arua, Ntungamo, Soroti, Kisoro, and Kamuli. While ST has been active in all six districts, it has been particularly active in the first four. This study therefore allowed an assessment of the impact of ST in four high intensity and two low intensity districts. It also allowed an assessment of dose response, i.e., impact of incremental exposure to ST activities on specific outcomes. Data were gathered using faceto-face interviews after obtaining informed consent from the adolescent's parent or guardian, and from the adolescent himself or herself. The study was powered at 80 percent with a confidence of 95 percent. Analysis employed bivariate and multivariate methods.
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