The role of behavioural change theory in social marketing interventions on HIV/AIDS in Ghana

• Main Author: Tweneboah-Koduah, Ernest Yaw
• Published: London Metropolitan University 2013
• Subjects: 658.8009667
• Online Access: http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.590113

In Ghana, data on HIV prevalence in the ten regions indicates that, the country has failed to realise a consistent decline of HIV new infections. This has resulted in Government spending huge sums of money on HIV/AIDS-related activities instead of the other productive sectors of the economy. Therefore, the aim of this research sought to understand how theories of behaviour change could be employed to design effective social marketing intervention programmes for HIV/AIDS preventions in Ghana. The study employs both qualitative and quantitative research approaches and a stratified sampling method to achieve the aims and objectives of the study. A total of 487 respondents provided information for both qualitative and quantitative studies. The results reveal among others that implementers of social marketing intervention programmes on HIV/AIDS in Ghana do not utilise behavioural change theories/models in planning their interventions and the main challenges facing implementers include inadequate financing, health system barriers, procurement delays and lack of human resources. The research further found that majority of Ghanaians have seen or heard social marketing interventions on HIV/AIDS, know what they can do to prevent HIV/AIDS new infection, and have seen or heard interventions on HIV/AIDS for a long period of time. However, social marketing intervention programmes designed to change HIV/AIDS related behaviours of Ghanaians have, generally, been ineffective. Therefore, the study recommends that, implementers of social marketing intervention programmes on HIV/AIDS in Ghana should ascertain why most Ghanaians have not adopted HIV/AIDS protective behaviours. This can be done by utilising research findings and application of an integrative behaviour model to design intervention programmes on HIV/AIDS to convert increased awareness and attitude change into behaviour change. The implications are presented in the conclusion.