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Evaluating use of mass-media communication intervention ‘MTV-Shuga’ on increased awareness and demand for HIV and sexual health services by adolescent girls and young women in South Africa: an observational study

OBJECTIVE: To investigate the effect of exposure to MTV Shuga:Down South’ (MTVShuga-DS) during the scale-up of combination HIV-prevention interventions on awareness and uptake of sexual reproductive health (SRH) and HIV-prevention services by adolescent girls and young women (AGYW). DESIGN: One long...

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Autores principales: Chimbindi, Natsayi, Mthiyane, Nondumiso, Chidumwa, Glory, Zuma, Thembelihle, Dreyer, Jaco, Birdthistle, Isolde, Floyd, Sian, Kyegombe, Nambusi, Grundy, Chris, Cawood, Cherie, Danaviah, Siva, Smit, Theresa, Pillay, Deenan, Baisley, Kathy, Harling, Guy, Seeley, Janet, Shahmanesh, Maryam
Formato: Online Artículo Texto
Lenguaje:English
Publicado: BMJ Publishing Group 2023
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10201230/
https://www.ncbi.nlm.nih.gov/pubmed/37208144
http://dx.doi.org/10.1136/bmjopen-2022-062804
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author Chimbindi, Natsayi
Mthiyane, Nondumiso
Chidumwa, Glory
Zuma, Thembelihle
Dreyer, Jaco
Birdthistle, Isolde
Floyd, Sian
Kyegombe, Nambusi
Grundy, Chris
Cawood, Cherie
Danaviah, Siva
Smit, Theresa
Pillay, Deenan
Baisley, Kathy
Harling, Guy
Seeley, Janet
Shahmanesh, Maryam
author_facet Chimbindi, Natsayi
Mthiyane, Nondumiso
Chidumwa, Glory
Zuma, Thembelihle
Dreyer, Jaco
Birdthistle, Isolde
Floyd, Sian
Kyegombe, Nambusi
Grundy, Chris
Cawood, Cherie
Danaviah, Siva
Smit, Theresa
Pillay, Deenan
Baisley, Kathy
Harling, Guy
Seeley, Janet
Shahmanesh, Maryam
author_sort Chimbindi, Natsayi
collection PubMed
description OBJECTIVE: To investigate the effect of exposure to MTV Shuga:Down South’ (MTVShuga-DS) during the scale-up of combination HIV-prevention interventions on awareness and uptake of sexual reproductive health (SRH) and HIV-prevention services by adolescent girls and young women (AGYW). DESIGN: One longitudinal and three cross-sectional surveys of representative samples of AGYW. SETTING: AGYW in four South African districts with high HIV prevalence (>10%) (May 2017 and September 2019). PARTICIPANTS: 6311 AGYW aged 12–24. MEASURES: Using logistic regression, we measured the relationship between exposure to MTV Shuga-DS and awareness of pre-exposure prophylaxis (PrEP), condom use at last sex, uptake of HIV-testing or contraception, and incident pregnancy or herpes simplex virus 2 (HSV-2) infection. RESULTS: Within the rural cohort 2184 (85.5%) of eligible sampled individuals were enrolled, of whom 92.6% had at least one follow-up visit; the urban cross-sectional surveys enrolled 4127 (22.6%) of eligible sampled individuals. Self-report of watching at least one MTV Shuga-DS episode was 14.1% (cohort) and 35.8% (cross-section), while storyline recall was 5.5% (cohort) and 6.7% (cross-section). In the cohort, after adjustment (for HIV-prevention intervention-exposure, age, education, socioeconomic status), MTVShuga-DS exposure was associated with increased PrEP awareness (adjusted OR (aOR) 2.06, 95% CI 1.57 to 2.70), contraception uptake (aOR 2.08, 95% CI 1.45 to 2.98) and consistent condom use (aOR 1.84, 95% CI 1.24 to 2.93), but not with HIV testing (aOR 1.02, 95% CI 0.77 to 1.21) or acquiring HSV-2 (aOR 0.92, 95% CI 0.61 to 1.38). In the cross-sections, MTVShuga-DS was associated with greater PrEP awareness (aOR 1.7, 95% CI 1.20 to 2.43), but no other outcome. CONCLUSIONS: Among both urban and rural AGYW in South Africa, MTVShuga-DS exposure was associated with increased PrEP awareness and improved demand for some HIV prevention and SRH technologies but not sexual health outcomes. However, exposure to MTVShuga-DS was low. Given these positive indications, supportive programming may be required to raise exposure and allow future evaluation of edu-drama impact in this setting.
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spelling pubmed-102012302023-05-23 Evaluating use of mass-media communication intervention ‘MTV-Shuga’ on increased awareness and demand for HIV and sexual health services by adolescent girls and young women in South Africa: an observational study Chimbindi, Natsayi Mthiyane, Nondumiso Chidumwa, Glory Zuma, Thembelihle Dreyer, Jaco Birdthistle, Isolde Floyd, Sian Kyegombe, Nambusi Grundy, Chris Cawood, Cherie Danaviah, Siva Smit, Theresa Pillay, Deenan Baisley, Kathy Harling, Guy Seeley, Janet Shahmanesh, Maryam BMJ Open Sexual Health OBJECTIVE: To investigate the effect of exposure to MTV Shuga:Down South’ (MTVShuga-DS) during the scale-up of combination HIV-prevention interventions on awareness and uptake of sexual reproductive health (SRH) and HIV-prevention services by adolescent girls and young women (AGYW). DESIGN: One longitudinal and three cross-sectional surveys of representative samples of AGYW. SETTING: AGYW in four South African districts with high HIV prevalence (>10%) (May 2017 and September 2019). PARTICIPANTS: 6311 AGYW aged 12–24. MEASURES: Using logistic regression, we measured the relationship between exposure to MTV Shuga-DS and awareness of pre-exposure prophylaxis (PrEP), condom use at last sex, uptake of HIV-testing or contraception, and incident pregnancy or herpes simplex virus 2 (HSV-2) infection. RESULTS: Within the rural cohort 2184 (85.5%) of eligible sampled individuals were enrolled, of whom 92.6% had at least one follow-up visit; the urban cross-sectional surveys enrolled 4127 (22.6%) of eligible sampled individuals. Self-report of watching at least one MTV Shuga-DS episode was 14.1% (cohort) and 35.8% (cross-section), while storyline recall was 5.5% (cohort) and 6.7% (cross-section). In the cohort, after adjustment (for HIV-prevention intervention-exposure, age, education, socioeconomic status), MTVShuga-DS exposure was associated with increased PrEP awareness (adjusted OR (aOR) 2.06, 95% CI 1.57 to 2.70), contraception uptake (aOR 2.08, 95% CI 1.45 to 2.98) and consistent condom use (aOR 1.84, 95% CI 1.24 to 2.93), but not with HIV testing (aOR 1.02, 95% CI 0.77 to 1.21) or acquiring HSV-2 (aOR 0.92, 95% CI 0.61 to 1.38). In the cross-sections, MTVShuga-DS was associated with greater PrEP awareness (aOR 1.7, 95% CI 1.20 to 2.43), but no other outcome. CONCLUSIONS: Among both urban and rural AGYW in South Africa, MTVShuga-DS exposure was associated with increased PrEP awareness and improved demand for some HIV prevention and SRH technologies but not sexual health outcomes. However, exposure to MTVShuga-DS was low. Given these positive indications, supportive programming may be required to raise exposure and allow future evaluation of edu-drama impact in this setting. BMJ Publishing Group 2023-05-18 /pmc/articles/PMC10201230/ /pubmed/37208144 http://dx.doi.org/10.1136/bmjopen-2022-062804 Text en © Author(s) (or their employer(s)) 2023. Re-use permitted under CC BY. Published by BMJ. https://creativecommons.org/licenses/by/4.0/This is an open access article distributed in accordance with the Creative Commons Attribution 4.0 Unported (CC BY 4.0) license, which permits others to copy, redistribute, remix, transform and build upon this work for any purpose, provided the original work is properly cited, a link to the licence is given, and indication of whether changes were made. See: https://creativecommons.org/licenses/by/4.0/.
spellingShingle Sexual Health
Chimbindi, Natsayi
Mthiyane, Nondumiso
Chidumwa, Glory
Zuma, Thembelihle
Dreyer, Jaco
Birdthistle, Isolde
Floyd, Sian
Kyegombe, Nambusi
Grundy, Chris
Cawood, Cherie
Danaviah, Siva
Smit, Theresa
Pillay, Deenan
Baisley, Kathy
Harling, Guy
Seeley, Janet
Shahmanesh, Maryam
Evaluating use of mass-media communication intervention ‘MTV-Shuga’ on increased awareness and demand for HIV and sexual health services by adolescent girls and young women in South Africa: an observational study
title Evaluating use of mass-media communication intervention ‘MTV-Shuga’ on increased awareness and demand for HIV and sexual health services by adolescent girls and young women in South Africa: an observational study
title_full Evaluating use of mass-media communication intervention ‘MTV-Shuga’ on increased awareness and demand for HIV and sexual health services by adolescent girls and young women in South Africa: an observational study
title_fullStr Evaluating use of mass-media communication intervention ‘MTV-Shuga’ on increased awareness and demand for HIV and sexual health services by adolescent girls and young women in South Africa: an observational study
title_full_unstemmed Evaluating use of mass-media communication intervention ‘MTV-Shuga’ on increased awareness and demand for HIV and sexual health services by adolescent girls and young women in South Africa: an observational study
title_short Evaluating use of mass-media communication intervention ‘MTV-Shuga’ on increased awareness and demand for HIV and sexual health services by adolescent girls and young women in South Africa: an observational study
title_sort evaluating use of mass-media communication intervention ‘mtv-shuga’ on increased awareness and demand for hiv and sexual health services by adolescent girls and young women in south africa: an observational study
topic Sexual Health
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10201230/
https://www.ncbi.nlm.nih.gov/pubmed/37208144
http://dx.doi.org/10.1136/bmjopen-2022-062804
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