Using Appropriate Communication Strategies for HIV Prevention Education in Rural Communities in Ghana

Patricia Anafi, University of Massachusetts at Amherst
Ebenezer Asiamah, Ghana Health Service
Irene Agyepong, Ghana Health Service
Georgina Yaa Oduro, University of Cape Coast
Theresa Owusu-Danso, University of Massachusetts at Amherst

This paper presents both qualitative and quantitative data gathered from a rural Ghanaian district to examine existing HIV/AIDS communication channels and strategies and determine the appropriate communication strategies for effective HIV preventive education. Radio, TV, neighbors, teachers, health workers and print media were found to be the major channels for HIV/AIDS education and communication. However, respondents did not consider existing HIV communication channels to be very accessible as their messages are not usually in the local language. They expressed needs for more detailed information, with illustrations and in their local language. Local people noted that community involvement in HIV/AIDS communication and education has been low, but felt that they could have an important role to play. They suggested involving heads of households and parents and setting up rural community-based groups to improve current HIV-communication efforts if HIV education is going to have an impact on rural people’s knowledge and behavior.