Adults’ Perception Towards Hiv/aids Billboard Advertisement in Kampala

Abstract

Introduction: In spite of the efforts like HIV/AIDS billboard communication campaigns, there has been a rise in the incidence of infections of the disease in Uganda with Kampala City as one of the areas with the highest numbers. It is of great concern especially as Kampala has the highest number of billboards and health campaign programmes. It is therefore important to raise a concern and understand how adults perceive this means of communication and if they are able to change behaviour because of the information obtained from the billboards. The theory of planned behaviour was used in this study to understand the attitude that adults hold towards HIV/AIDS billboards in Kampala. The main objective of this study was to assess the perception of adults towards HIV/AIDS billboards in Kampala. The specific objectives were, to assess the attitude of adults towards billboard messages in the communication of HIV/AIDS information in Kampala; to establish factors that influence viewing of HIV/AIDS messages presented on billboards in Kampala; to establish if HIV/AIDS billboard advertising is able to persuade adults to change their behaviour in Kampala.

Methodology: A descriptive cross sectional approach was used. A mixed method design was employed with simple random sampling technique to identify the respondents. The data were collected using questionnaires and interview guide. The study involved 101 adult respondents

Results: The central finding of this study was that billboards have created little or no behaviour change among the respondents. The respondents‘ attitude towards HIV/AIDS billboards was negative because they feel there is nothing new being portrayed on the billboards. The billboards that speak to the emotional appeal of the respondents were stated as the favourite. Adults with less education and those with more than a degree stated that the messages on billboards lack clarity. The billboards are not involving the audience hence making them feel detached to the messages being displayed.

Conclusion: The study concluded that HIV/AIDS billboard advertising in Kampala: (i) Some billboard messages lack clarity for both the uneducated and those with higher education (ii) Those with emotional appeal draws the attention of the public more and were cited as favourite billboard adverts (iii) there is no new concept and less creativity in the messages (iv) Fear appeal when used in billboards is much appreciated as it causes behaviour change (v) Individuals are not able to recall the messages displayed on billboards but can cite the campaign themes only.

Recommendation: Health communicators should have more creative messages and the use of emotional appeal embedded in them so that this can engage the target audience so as to have a positive attitude towards the HIV/AIDS billboard advertisements.

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