The Role of Mass Media Campaigns in Improving Adherence to Antiretroviral Therapy Among Adolescents Living with HIV in Southwestern Uganda

BACKGROUND: Globally, about 1.8 million adolescents between the ages of 10 and 19 were living with HIV by close of 2021, of these, about 1.5 million were living in sub-Saharan Africa. This study explored the influence of mass media campaigns in promoting adherence to antiretroviral therapies among adolescents living with HIV in southwestern Uganda. METHODS: We conducted a phenomenological qualitative study design that was adopted to explore the role of mass media campaigns on adherence to antiretroviral therapy among adolescents at the adolescents’ HIV clinic Mbarara Regional Referral Hospital. The FGDs were conducted in Runyankole-Rukiga, and they were transcribed verbatim and later translated to English. Data were analyzed using thematic analysis. RESULTS: We conducted 7 Focus Group Discussions with adolescents living with HIV aged 10–19 years and 5 key informants’ interviews with the health care providers. Results from the analysis were grouped into three broad themes: awareness of mass media HIV campaigns promoting adherence to ART, influence of mass media campaigns on adherence to antiretroviral therapy, and preferred mass media mode of delivery by adolescents’ living with HIV. Participants preferred broadcast media channels and messages that featured success stories of people living with HIV. CONCLUSION: HIV mass media campaigns influence adherence to antiretroviral therapy among people living with HIV. It is recommended that HIV-related media campaign designers consider the unique needs of adolescents while designing and airing out various media campaigns. This will influence their positive living and thus lead to their increased health life expectancy.