首次预防艾滋病大型公益文艺晚会<飘动的红丝带>大众传播效果评价

目的 评价《飘动的红丝带》预防艾滋病大型公益文艺晚会大众媒体健康教育宣传效果。方法 利用央视-索福瑞媒介研究公司全国收视仪数据获取收视资料;利用央视调查咨询中心计算机辅助电话调查（CATI）,分节目收看组（暴露组）、未收看组（非暴露组）及对照组定量评价受众观看效果;利用专题小组访谈（FGDs）分不同目标受众开展定性评价。结果（1）中央 1台 12月 1日晚一次播放收视率达 6.1％,有近 7 000万观众全程收看了本节目,从12月 1～8日,中央 1台、3台及4台累计全程收看人数达7 100万人;12月 1日晚会的城市家庭总到达率为43.8％,估计全国有上亿观众收看了这个节目,每位受益观众成本不及 0.03元;（2）有 85.5％的观众认为这台晚会办得很好或比较好;有高达 89.1％观众认为通过晚会增加了对艾滋病知识的了解;（3）与晚会前调查的对照组相比,观众表示愿意接近艾滋病感染者或病人的比例、表示愿意与感染艾滋病的人继续交往的比例、容许艾滋病感染者继续工作与学习的比例分别从40.4％、48.3％、72.2％增加到57.6％、73.3 ％、83.0％;观众认为日常生活接触不会感染艾滋病的比例、艾滋病会经输血或者共用注射针头感染的比例、正确使用安全套可以预防艾滋病的比例分别从76.3％、93.1％、58.1％增加到90.3％、97

Effect evaluation of large scale public welfare performance on AIDS prevention & education with the scheme of "Fluttering Red Ribbon"

Objective To evaluate the effect of large - scale news media health education campaign on AIDS prevention with the scheme of "Fluttering Red Ribbon". Methods Ratings data from TV audience measurement network of CVSC-SOFRES MEDIA(CSM)was obtained for estimating cumulative audience quantitative data using computer - assisted telephone survey system of the Central viewer Survey and Consulting Center(CVSC) was conducted for comparison across exposed, unexposed and control groups; qualitative data using focus group discussion(FGDs) was implemented among different target audiences. Results (1)Approximate 70 million viewers watched the program all along via CCTV- 1 on December 1 at a rating rate of 6.1 % , and th figure up to 71 million by December 8 via CCTV - 1, CCTV - 3 and CCTV - 4 at a cost of about 0.03 RMB per capita; at least 0.1 billion audience were reached by this program with 43.8 % of urban families having been reached on December 1 via CCTV- 1 alone. (2) 85.5% of viewers were very or relatively satisfied with this program and 89.1 %of viewers believed they had improved their AIDS knowledge. (3)Compared to control group,exposed group improved their willingness on access to HIV infectors or AIDS patients from 40.4 % to 57.6 % , keeping social relationship with them from 48.3% to 73.3% and permitting them to work or study from 72.2% to 83.0% ;the audience also improved their awareness on no risk for AIDs virus transmission via normal living contact from 76.3 % to 90.3 % , transmission route via blood transfusion or sharing injection pinhead from 93.1% to 97.0% and prevention effect by using condom correctly from 58.1% to 67.3 % . Conclusion It' s a rapid, far - reached, cost - benefited, and effective way to carry out health education campaign by making use of "star's effect",authority of AIDS experts,persuasion of living cases in the form of artistic performance, cartoon and so on to deliver health messages via main television channel.