Advertising as a Tool to Create Awareness for Curbing HIV / AIDS Outbreak among Inland Migrating Indian Labourers

Abstract

This study intends to examine the effects of advertising that adopt participatory learning (PL) intervention on the migrant labourers to acquire knowledge and awareness vis-à-vis HIV/AIDS. The workers primarily hail from the rural as well as urban parts of India. A quasi-experimental design was used to obtain information on HIV/AIDS awareness among the workers and their attitude towards it. The hypothesis is that; advertising with PL intervention can improve the awareness of the workers about the repercussions of HIV/ AIDS proliferation andits prevention. Such interventions would also motivate them to keep themselves away from engaging ina rash and illicit sexual behaviour. Results show significant differences in the knowledge, attitudes and awareness among the labourers towards HIV/AIDS in both rural and urban area after the intervention with p < 0.001. The present study explicitly exemplifies the efficacy of the adopted technique in HIV/ AIDS prevention and its applicability throughout the world.