|
The purpose of the monthly Spotlight is to showcase health communication materials that have had proven impact.
|
|
 |
TSHA TSHA TV DRAMA (FIRST 26 EPISODES) - SOUTH AFRICA
Tsha Tsha is an award winning prime time television drama designed to help prevent HIV/AIDS, reduce stigma, support people living with HIV/AIDS, and improve relationships among young people in South Africa . The drama was produced in the Xhosa language with English sub-titles as a youth drama series set in Lubusi, a fictional rural village in the Eastern Cape . A brief clip follows:
EVIDENCE OF IMPACT
A panel survey design was used to evaluate the drama. The final wave of data collection revealed that 68% had watched some episodes of the drama and 32% did not watch it at all. Because a majority of respondents watched the drama a comprehensive scale of recall of the drama was used to construct a continuous measure of exposure to it. This measure was divided at the median to produce two groups for propensity score analysis of the results: a none and low recall group and a high recall group (50% respectively). The following statistically significant differences were found between respondents with none or low recall of the drama and those with high recall:
|
Outcome
|
Treatment Group
High Recall
|
Matched Control Group
None or Low Recall
|
Net Difference
|
|
|
Abstinence for a Month or more
|
21%
|
10%
|
11 points
|
|
Decided to have Sex less often
|
24
|
17
|
7 points
|
|
Faithful to one's Partner
|
43
|
31
|
12 points
|
|
Married one's Partner
|
4
|
1
|
3 points
|
|
VCT to learn HIV status
|
17
|
10
|
7 points
|
|
Used Condoms:
|
|
|
|
|
…to prevent AIDS
|
51
|
38
|
13 points
|
|
…at last sex
|
60
|
50
|
10 points
|
|
…yes to both
|
43
|
32
|
11 points
|
|
Had HIV test to Prevent AIDS
|
51
|
38
|
13 points
|
|
Mean Agreement With Overall HIV/AIDS Attitude Scale
|
82
|
73
|
9 points
|
For a presentation on measuring the impact of Tsha Tsha, click here.
For an in-depth evaluation of Tsha Tsha, click here.
CREDITS
Tsha Tsha was produced by the Center for AIDS Development, Research, and Evaluation (CADRE) in partnership with Curious Pictures/South African Broadcast Corporation (SABC), and the Johns Hopkins Bloomberg School of Public Health/Center for Communication Programs (CCP). The research was funded by the President's Emergency Plan for AIDS Relief by a grant from the U.S. Agency for International Development (USAID) through the Health Communication Partnership (HCP).
 See resources for HIV/AIDS Treatment Communication
Back to M/MC Home
|
