This study explores the perceived impact of mass media campaigns in communicating
information on HIV/AIDS prevention to in-school (ISY) and out-of-school youth
(OOSY) in Oshana Region, northern Namibia. Mass media campaigns have become
one of the acknowledged means for stemming the rapid spread of HIV/AIDS in
Africa. Since the first case of HIV/AIDS was diagnosed in Namibia in 1986,
HIV/AIDS has become the number one cause of hospitalisation and death among
people of all ages and of both sexes in the country. The mass media campaign
organisations disseminate information through radio, television and printed materials
based on the conventional health education model. Despite the high level of
knowledge on HIV/AIDS which the youth were found to have, there is little change in
their lifestyle and sexual behaviours and the HIV infections have continued at a high
rate in the country. It is against this background that this study was conducted in
Oshana Region, northern Namibia, one of the regions with a high HIV/AIDS infection
rate in the country. The study employed a survey based on the probability sampling
approach, using simple random and stratified sampling methods. Data were collected
using self-administered questionnaires. Key theories and models of social behavioural
change served as a cornerstone of the study in explaining how knowledge, belief and
understanding influence behavioural change in young people towards HIV/AIDS
prevention. Data analysis was conducted using Statistical Package in Social Science
(SPSS) software and analysed in a descriptive manner. The data indicate that
respondents have adequate knowledge of HIV/AIDS prevention.
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The study findings also revealed that youth have a good understanding and
moderately high self-efficacy concerning HIV/AIDS prevention. Moreover, the study
results indicate that mass media campaigns organisations only use the conventional
health education model to disseminate information on behaviour change. Based on the
study findings, the researcher proposes an integrated dialogical health communication
model to disseminate information to the youth. The proposed model promotes change
in life style and sexual behaviours based on dialogue and participation that empowers
the youth to understand issues and environments in which they live as individuals and
members of communities.