Revisão integrativa sobre avaliação das campanhas de comunicação em saúde para prevenção do HIV nos meios de comunicação da América Latina

Vega-Casanova, Jair; Camelo-Guarín, Alicia; del Río-González, Ana María; Palacio-Sañudo, Jorge

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Interface - Comunicação, Saúde, Educação

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Review • Interface 24 • 2020 • https://doi.org/10.1590/interface.200154 copiar

Revisão integrativa sobre avaliação das campanhas de comunicação em saúde para prevenção do HIV nos meios de comunicação da América Latina

Autoria SCIMAGO INSTITUTIONS RANKINGS

Foi feita uma revisão integrativa da literatura dos últimos trinta anos sobre avaliações de estratégias de prevenção ao HIV implementadas nos meios de comunicação de massa na América Latina. Foram identificados 246 documentos, dos quais 12 atenderam aos criterios de seleção e 15 avaliações de campanhas foram identificadas. Os resultados indicam que a mensagem mais usada foi promover o uso de preservativos. A maioria das avaliações focou em lembrar a mensagem das campanhas. Apenas três apresentam resultados de avaliações do conhecimento e outros dois sobre a atitude em relação ao uso de preservativos. Cerca de nove relataram mudanças comportamentais. Concluindo, existem poucos artigos com resultados de avaliação desse tipo de campanhas. A avaliação comportamental é cada vez mais levada em consideração. Desenhos de avaliação pré-experimental com uma única medida pós-teste e sem um grupo controle são utilizados.

Campanhas; Prevenção ao HIV/Aids; Mercados sociais; Comunicação em saúde; América Latina

#	Author(s)	Country	Campaign Name	Campaign year	Medium(s)	Target audience of the evaluation	Message
1	Vernon R, Ojeda G, Murad R.³¹	COL	PROFAMILIA campaign, slogan: “Los hombres preparados no mueren de SIDA” (“Prepared men don’t die of AIDS”) and “Si tienes relaciones sexuales en las próximas 24 horas, piensa en el SIDA y piensa en un condón seguro. Tahití, un condón seguro” (“If you have sex in the next 24 hours, think about AIDS and think about a safe condom. Tahiti, a safe condom”).	1988	Radio	General population.	Condom use in AIDS prevention
2	Rico B, Bronfman M, Del Rio C.³²	MEX	“Disfruta con responsabilidad” (“Enjoy responsibly”), “¿No cree que debería informarse?” (“Don’t you think you should get informed?”), “… y tú qué estás haciendo?” (“... and what are you doing?”), “El SIDA no es cuestión de…” (“AIDS is not a matter of...”), “La mujer y el SIDA” (“Women and AIDS”), “Quítate la venda de los ojos” (“Take off your blindfold”).	1987 a 1994	TV, radio and poster spots	General population, at-risk groups, women and adolescents.	HIV/Aids Prevention, Openness to HIV and AIDS Communication
3	Burgos M.³³	ARG	“AIDS Kills”, “drugs are always sex with AIDS”, “AIDS: don’t let yourself fall in a the trap”.	No information	Posters, flyers and TV spots	General population.	HIV risk behaviors
4	Roso A.³⁴	BRAZ	“Hebe”, “Eu confio” (“I trust”), “Eliakim Araújo”, “Leila Cordeiro”, “Galinha”, “Carnaval” (“Carnival”) and “Pega – Não Pega”	No information	TV Spots	Low-class women, between 18 and 51 years old.	Condom use
5	Vera-Gamboa L, Cen-Chablé M, Góngora-Bianchi RA.³⁷	MEX	No information	No information	No information	Gay men.	Knowledge of HIV/Aids and risky sexual practices
6	Vera-Gamboa L, Cerón-Bracamonte B, Góngora-Bianchi RA.³⁶	MEX	No information	No information	No information	Men who have sex with men.	Knowledge, attitudes, sexual practices, perception of HIV/Aids risk
7	Porto MP.⁴⁰	BRAZ	“Campanha de Carnaval” (“Carnival Campaign”).	2003	Poster, radio and TV spots	Adolescent women between the ages of 13 and 19.	Demand condom use from sexual partners
8	Flores F, De Alba M.³⁸	MEX	Not applicable	No information	No information	University students between the ages of 17 and 25.	Social Representation of AIDS
9	Gobierno de Chile, Ministerio de Salud (Government of Chile, Ministry of Health) (undated)³⁵	CHIL	“Lo único mortal del VIH es no saber que lo tienes. Hazte el examen a tiempo” (“The only deadly thing about HIV is not knowing you have it. Take the test on time”).	2003	Billboards, radio, TV spots	General, older than 15 years sexually active.	Get tested for HIV. Effective self-care when exposed to HIV risk
			“Frente al SIDA, yo tengo una postura” (“In the face of AIDS, I have a stance”).	2005	Billboards, radio, TV spots	General, older than 15 years sexually active.	Stimulate in the population the conversation about one’s own sexual experience
			“Mi vida la cuido toda la vida, siempre condón” (“My life I take care of all my life, always condom”).	2006	Billboards, TV spots	Women and men between the ages of 15 and 30.	Consistent use of condoms, as a preventive measure, at all times when there is a risk of sexual transmission of HIV
			“Yo decido, me cuido siempre” (“I decide, I always take care of myself”).	2007	Radio and TV spots	Adolescents and young people between the ages of 15 and 30.	Increase consistent condom use as a preventive measure
10	Ahumada M, Ruiz M, Parra V.⁴¹	CHIL	“Hazte el examen” (“Get tested”)	2011	TV spots, radio, written press and through a website.	At-risk populations (e.g., men who have sex with men, transgender people and sex workers).	Conducting an HIV test
11	Reynaga C.⁴²	PER	“Cabeza Caliente” “Hot Head.”	2008	TV spots and posters	Students in 5th year of secondary school, from 15 to 19 years old.	Condom use
12	Nielsen R, Luengo M, Mello M, Paz J, Pantin C, Erkkola T.³⁹	BRAZ	“Zero Discrimination campaign”	2014	Social Networks	General population	Non-discrimination towards people living with HIV or AIDS

#	Evaluation method	Sample	Type of evaluation	Results
1	Baseline and final surveys.	General population (N= 944 baseline, and 1440 final sample).	Recall.	-HIV knowledge/belief. -Attitudes towards condom use. -Behaviors (Use and purchase of condoms).
2	In-depth interviews.	General population (N not specified), leaders of NGO’s and opinion leaders interested in the problem of AIDS (N=7).	No information	-Attitudes towards messages/campaigns. -Behavior/attitudes towards the demand for counseling via telephone calls. -Behaviors (Discussion in the social environment about prevention).
3	Survey and interviews.	General population (N= 5,000).	Recall.	-Behaviors (Reduction in the number of sexual partners). -Behavior/attitudes towards the demand for counseling via telephone calls.
4	Focus groups after observing 7 campaigns and individual interviews.	Two groups of women: those who participate in groups fighting HIV/Aids and those who do not participate in these activities.	Means of exhibition.	Attitudes towards messages/campaigns.
5	Questionnaire and semi-structured interview.	MSM (N = 14).	Recall.	No information
6	Questionnaire and semi-structured interview.	MSM (N= 50).	Recall.	No information
7	Survey with open and closed questions.	Adolescent women aged 13-19 (N= 1,006).	-Means of exposure. -Recall.	-Attitudes towards condom use. -Behavior/attitudes towards the demand for counseling via telephone calls.
8	Questionnaire with open and closed questions.	University students (N= 400).	Means of exhibition.	Attitudes towards messages/campaigns.
9	Telephone interviews.	Men and women aged 15-60, sexually active (N= 2,860)	Recall.	-Attitudes towards messages/campaign. -Behavior/attitudes towards the demand for counseling via telephone calls. -HIV knowledge/belief. -Behavior.
	Telephone survey.	General population over 15 years of age sexually active (N= 1,004)	-Means of exposure. -Recall	-Attitudes towards messages/campaigns. -Behavior/attitudes towards the demand for counseling via telephone calls.
	Telephone Interviews.	Adolescents and young people aged 15 to 30 (N=1,616).	-Recall	-Attitudes towards messages/campaign. -HIV knowledge/belief. -Behavior/attitudes towards the demand for counseling via telephone calls.
	Telephone interviews.	Adolescents and young people aged 15 to 30 (N=1,680).	-Means of exposure. -Recall.	-Attitudes towards messages/campaign. -Behavior/attitudes towards the demand for counseling via telephone calls.
10	Press analysis, general population survey, semi-structured interview with people linked to health and analysis of content and discourse of the opinions of various social sectors.	General population (N=137) and key informants (N=14).	No information	-Attitudes towards messages/campaign. -Behaviors (HIV testing). -Behavior/attitudes towards the demand for counseling via telephone calls.
11	Survey.	Secondary school students aged 15-19 (N=440).	-Means of exposure. -Recall.	No information
12	Content analysis.	Posted tweets on HIV and AIDS and discrimination, published between January 2014 and March 2015 (N=7546).	No information	-Behavior (increased demand for HIV testing). -Behavior/attitudes towards the demand for counseling via telephone calls.

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[1] Authors contributions

All authors actively participated in all stages of the preparation of the manuscript.