GHANAIAN YOUTH ATTITUDES TOWARDS HIV/AIDS: THE ROLE OF HIV/AIDS BEHAVIOUR CHANGE COMMUNICATION MESSAGES

This study examined the relationship between exposure to HIV/AIDS Behaviour Change Communication (BCC) messages and attitudes towards HIV/AIDS among Ghanaian youth using data from the 2003 Ghana Demographic and Health Survey. Awareness of AIDS was almost universal; however, awareness of HIV/AIDS messages was not as high as awareness of AIDS. Among those who had heard or seen all three messages (39.3% among females and 41.4% among males) only 17.0% of females and 20.7% of males had favourable attitudes. A multiple linear regression analysis revealed that hearing or seeing two or all the three messages was significantly associated with attitudes. Religious spaces also play a key role in shaping attitudes. However, high awareness of AIDS and HIV/AIDS messages did not translate into more favourable attitudes. New messages and existing BCC messages should be critically evaluated to ensure success especially among the youth.