AIDS Communication Campaigns in Uganda: Organisational Factors and Campaign Planning as Predictors of Successful Campaign Execution
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Date
2009
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Routledge
Abstract
About 60% of all the HIV/AIDS cases are found in sub-Saharan Africa (UNAIDS, 2007). While a few countries in the region have shown a decline in prevalence, most countries in southern Africa have made little progress in their fight against AIDS. The goal of this study was to provide empirical support to confirm and extend an earlier model of the effect of organizational factors and campaign planning on campaign execution to help answer the question of what makes for a successful communication campaign to change AIDS-related behavior. A survey of the top leaders of 120 Ugandan organizations delivering AIDS communication campaigns supports a model that illustrates the vital role of several features, such as focused campaign goals, the formality of organizational structure, and outreach worker supervision, on effective campaign execution. Surprisingly, financial resources are negatively related to goal extensiveness and message clarity and may be a distraction during campaign execution.
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Citation
Kiwanuka-Tondo, J., Hamilton, M., & Katz Jameson, J. (2009). AIDS communication campaigns in Uganda: Organizational factors and campaign planning as predictors of successful campaign execution. International Journal of Strategic Communication, 3(3), 165-182.