AFRO-NETS> SAfAIDS - Newsflash: TESTED

[Juliet Mkaronda <juliet@safaids.org.zw>]

SAfAIDS - Newsflash: TESTED
---------------------------

Reginald Richardson, a journalist with Botswana TV's current affairs 
programme, 'The Echo', made an impression on people's perceptions of 
HIV testing when he challenged the Minister of Health to undergo an 
HIV test.on television. The Minister accepted his challenge and took 
the test with Richardson. Through film, the audience was viewed the 
pre- and post-test counselling, as well as the testing procedure. 
Botswana TV viewers watched as Richardson and the Minister of Health 
received their results.

After the feature was aired, Botswana TV received an overwhelming re-
sponse from viewers. Through letters and phone calls, 'The Echo' was 
urged to repeat the programme. With each airing of the HIV feature, 
VCT (voluntary counselling and testing) centres throughout Botswana 
reported an increased number of people requesting HIV tests.

As a current affairs programme, 'The Echo' aims to stimulate debate 
about issues affecting the lives of individuals living in Botswana. 
Through feedback from its audience, 'The Echo' develops its features 
to inspire discussion, provide information and incite public reac-
tion. Issues related to HIV and AIDS are significant to the lives of 
everyone living in Botswana, not merely as a health concern, but 
within the wider socio-economic context. Therefore, the producers of 
'The Echo' and Richardson felt that it was important to address the 
question of 'why more people are not getting tested'. Testing for HIV 
is an important personal decision. With confidential services, VCT 
can be an effective preventative and supportive intervention. Knowing 
one's HIV status appears to be a powerful motivation for changing 
risk-taking sexual behaviour. By including the Minister of Health as 
a role model, Richardson and 'The Echo' successfully stimulated open-
ness about VCT and provoked an increase in the number of people seek-
ing an HIV test.

'Why should our leaders be paraded on television?'

Despite their success, 'The Echo' and Richardson received strong 
criticism for the programme on HIV testing. Some critics felt it was 
improper for Richardson to challenge the Minister of Health. Based on 
the belief that leaders as elders should not be challenged, critics 
felt leaders should not be 'paraded' on television for HIV tests. 
However, the programme's power for inspiring discussion and openness 
about voluntary counselling and testing (VCT) as well as encouraging 
behaviour change was a direct result of the Minister of Health being 
included. As a leader, the Minister of Health is a role model for 
others in the community. Individuals look favourably to the actions 
of credible government officials and community leaders to guide their 
decisions. By following her lead, many more people made the choice to 
be tested. Since the challenge, other ministers inspired by the popu-
larity of the programme have suggested to 'The Echo' that they also 
would be willing to go for an HIV test on television.

Our Analysis

The feature on HIV testing by 'The Echo' is an example of how the me-
dia can affect personal beliefs and positively influence behaviour 
change. The programme helped open the discussion about the issues re-
lated to VCT by visually demonstrating the process from start to fin-
ish. With the participation of a role model, individuals in the com-
munity are more likely to follow her lead and seek VCT. 

1. Role Models - The Minister of Health is a leader within the commu-
nity who holds the respect of individual citizens. Her support and 
openness participate was instrumental for promoting VCT services. 
Following her lead, others are more likely to seek counselling and to 
take an HIV test. 

2. Visual Media - The television can be an effective medium for de-
mystifying and reducing the fears that many people express in rela-
tion to being tested for HIV. By enabling the viewers to visualize 
the process, they were able to empathise with Richardson and the Min-
ister of Health. 

3. Multi-media - After the airing of the programme, Richardson was 
invited to appear on radio shows to discuss the process of taking an 
HIV test on television. By combining different forms of media, more 
people will be reached and included in the discussion.

Juliet Mkaronda 
Southern African AIDS Information Dissemination Service (SAfAIDS)
17 Beveridge Rd
PO Box A509
Avondale, Harare
Tel: +263-4-336-193/4
Fax: +263-4-336-195
mailto:info@safaids.org.zw

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