| Objective To investigate the status of HIV/AIDS knowledge about former paid blood donors and flouting population.To realize the utilizing status and requirement of health communication resources for HIV/AIDS prevention.To analyze the advantages and disadvantages in the process of health communication of HIV/AIDS prevention.To discuss the health communication strategy of HIV/AIDS prevention, which adapted to the target population,to provide the basis on HIV/AIDS prevention for the staff of health educational grass-roots level.MethodsⅰQuantitative Research.Former paid blood donors and floating population in 7 provinces were investigated from August,2006 to October,2006.The data of HIV/AIDS knowledge about former paid blood donors invested by China global fund AIDS program round 3 in March 2005 was also used in this research,ⅱQualitative Research.Focus group discussion about floating population,health education professionals of HIV/AIDS control and prevention and mass media workers, and personal in-depth interview about former paid blood donors were conducted,ⅲHealth Communication Strategy Making for HIV/AIDS Prevention.Three methods for health communication stragegy making were used to determinate the content of the health communication stragegy in this research.ResultsⅰOutcomes of Quantitative Research.32.11%former paid blood donors and 41.89%flouting population knew that a healthy-looking person can have AIDS. The percentage of flouting population who knew that there is no cure for HIV/AIDS at present was 38.49%.The awareness of this knowledge was different in different ages and areas(P＜0.01).53.44%former paid blood donors and 58.11%flouting population did not know that HIV could not be spread through mosquito bites.Former paid blood donors watched TV 2.9 hours per day in average.Flouting population watched TV more than 2.2 hours per day in average.And the percentage of flouting population who read newspapers and who listened radio was 79.28%and 62.16% separately.Most former paid blood donors and flouting population gained HIV/AIDS knowledge through TV and propagandistic pictures.9.43%former paid blood donors gained HIV/AIDS knowledge through artistic programs,but 25%former paid blood donors likes this channel,ⅱOutcomes of Qualitative Research.TV and propagandistic pictures were efficient mass communication channels to former paid blood donors and flouting population.Flouting population wanted to gain HIV/AIDS knowledge during physical examination.Local health education staffs were short of basic theories of health education and communication skills and lacked communication skill training.Mass media workers had a little fear to AIDS.ⅲThe Health Communication Strategy of HIV/AIDS Prevention.Based on the characteristic analysis of target population and the results of qualitative and quantitative research,it was determined on the resolved health problems,key information,best communication channels and activities.The knowledge about paid blood donating risk factors,incurability of HIV/AIDS and the character of AIDS latency period should be communicated to former paid blood donors through TV,artistic programs and health educators.The knowledge about the latency character and non-transmission routes of HIV/AIDS and condom usage should be communicated to flouting population through TV,radio and doctors.Conclusion The target population know little that a healthy-looking person can have AIDS.TV is the major mass communication channel in HIV/AIDS prevention. Former paid blood donors have much interest in artistic programs,and it is a good communication method that medical professionals communicate HIV/AIDS knowledge to flouting population by physical examination.Based on the survey data and according to the characteristic analysis and health demands of target population, the strategies determine the communication information,channels and activities,and provide reference for health communication work about HIV/AIDS prevention in future.
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