Does Mass-Media Public Communication Campaign Normalize Discussion, Attitude and Behavior about Condom Use among Married Men in India?
Outcomes: Sexual and Reproductive Health
View SourceKey Social Norms Take-aways While the study does not directly measure social norms, it explores how a mass-media campaign designed to shift norms—particularly around masculinity and condom-related stigma—was associated with changes in individual attitudes, discussion, and self-efficacy. The campaign aimed to normalize condom use by reframing it as responsible and masculine, and reducing embarrassment around open discussion. The findings suggest potential influence on social expectations, though based on individual-level attitudinal data.
Objectives To examine whether exposure to condom-related public service announcements (PSAs) was associated with discussion, attitudes, and behaviors around condom use among monogamous married men, and how these effects varied by age and socioeconomic status (SES).
Methods A sub-sample of 2,502 married men from a 2009 BBC World Service Trust survey in four high-HIV prevalence Indian states was analyzed. Logistic regression assessed the association between PSA exposure and outcomes including discussion, attitudes, self-efficacy, and condom use. Measures reflected individual attitudes and behaviors, rather than social norms per se.
Intervention Details The BBC campaign, part of the Avahan India AIDS Initiative, featured four PSAs using humor and cultural cues to promote condom use. Messages emphasized masculinity and responsibility, using slogans such as “Condom means responsibility” and “Be a masculine man and speak up,” and aired on radio, TV, and outdoor media to reach broad audiences.
Results PSA exposure was linked to higher rates of condom discussion, information seeking, positive attitudes, and self-efficacy, especially among younger and higher-SES men. Among younger men, exposure also increased recent condom use. Among older men, it was associated with caring attitudes and greater self-efficacy. Consistent condom use remained low overall and was not significantly higher among those exposed, especially in lower-SES groups.
Conclusions Mass-media campaigns can promote more supportive attitudes and increase comfort around discussing condoms. While they may help shift norms, particularly when tied to masculinity and responsibility, their effects were strongest among better-off or younger men. Structural barriers must be addressed for normative change to translate into sustained behavior change.
Norms Addressed
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