Effects of a multimedia campaign on HIV self-testing and PrEP outcomes among young people in South Africa

A mixed-methods impact evaluation of ‘MTV Shuga Down South’

Datos Bibliográficos

ID21879230
AutoresIsolde Birdthistle (0000-0001-5742-6588, London School of Hygiene & Tropical Medicine, autor de correspondencia), Sarah Mulwa (0000-0003-0934-6780, London School of Hygiene & Tropical Medicine), Sophie Sarrassat (0000-0001-6872-6455, London School of Hygiene & Tropical Medicine), Venetia Baker (0000-0002-0938-5109, London School of Hygiene & Tropical Medicine), David Khanyile (0009-0003-7828-5560, Epicentre (South Africa)), Dominique O’Donnell (0009-0003-9418-8322, Epicentre (South Africa)), Cherie Cawood (0000-0002-5031-2518, Epicentre (South Africa)), Simon Cousen (0000-0001-8970-2305, London School of Hygiene & Tropical Medicine), Simon Cousens (London School of Hygiene & Tropical Medicine)
Año2022
Volumen7
Número4
Páginase007641
Fecha de publicación2022-04-01
Peer ReviewedSí
Open AccessSí
TipoARTICLE
RevistaBMJ Global Health (JOURNAL)
Identificadores de la revistaISSN: 2059-7908 • E-ISSN: 2059-7908
EditorialBMJ (PUBLISHER • GB)
DOI10.1136/bmjgh-2021-007641
PMID35365480
OpenAlexW4225911457
IdiomaEN
Citas recibidas9
Referencias citadas29

INTRODUCTION: Innovative HIV technologies can help to reduce HIV incidence, yet uptake of such tools is relatively low among young people. To create awareness and demand among adolescents and young adults, a new campaign of the pan-African MTV Shuga series ('Down South 2'; DS2), featured storylines and messages about HIV self-testing (HIVST) and pre-exposure prophylaxis (PrEP) through television, radio and accompanying multimedia activities in 2019-2020. METHODS: We conducted a mixed-methods evaluation of the new MTV Shuga series among 15-24 years old in Eastern Cape, South Africa, in 2020. Quantitative and qualitative methods were used to investigate complementary evaluations questions, namely, whether and how the DS2 campaign works. A web-based survey, promoted via social media platforms of schools, universities and communities, assessed exposure to MTV Shuga and knowledge of HIV status; secondary outcomes included awareness and uptake of HIVST and PrEP. We used multivariable logistic regression to estimate associations between exposure to DS2 and each outcome, adjusting for sociodemographic factors, media assets and exposure to other media campaigns. An embedded qualitative evaluation explored mechanisms of DS2's impact through deductive and inductive thematic analysis of in-depth individual and group interviews. RESULTS: Among 3431 online survey participants, 43% had engaged with MTV Shuga and 24% with DS2 specifically. Knowledge of HIV status was higher among those exposed to DS2 (71%) vs those who were not (39%; adjusted OR=2.26 (95% CI 1.78 to 2.87)). Exposure was also associated with increased awareness of HIVST (60% vs 28%; aOR=1.99 (1.61 to 2.47)) and use of HIVST (29% vs 10%; aOR=2.49 (1.95 to 3.19)). One-third of respondents were aware of PrEP, with higher proportions among those exposed versus non-exposed to DS2 (52% vs 27%; aOR=1.90 (1.53 to 2.35)). Qualitative insights identified mechanisms by which DS2 increased awareness, confidence and motivation to use HIVST and PrEP, but had less influence on service access. CONCLUSIONS: We found evidence consistent with a positive causal impact of the MTV Shuga DS2 campaign on HIV prevention outcomes among young people in a high-prevalence setting. As diverse testing and PrEP technologies become accessible, an immersive edutainment campaign can help to expand HIV prevention choices and close age and gender gaps in HIV testing and prevention goals

Environmental health · Family medicine · Adolescent Sexual and Reproductive Health · HIV/AIDS Research and Interventions · Medicine · Mobile Health and mHealth Applications · Psychology · Optometry