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Education and Media Key to Improving HIV/AIDS Awareness and Knowledge Levels in Afghanistan, New InterMedia Report Says
Date:4/2/2008

Low literacy rates, especially among women, pose a challenge to public health information and education campaigns.

"InterMedia's data show a correlation between gender and HIV/AIDS awareness," said report analyst Sonja Gloeckle. "Our data further suggest that education is one factor bridging the gender divide: the gap narrows with increasing education -- the best-educated women have awareness and knowledge levels similar to those of men."

Being nationally representative, the report fills a gap in a research environment which is often local or urban-only. The survey explored not only awareness and knowledge, but links to other behaviors and attitudes, including media use and patterns of information sharing.

Pointing to refusal rates of less than 2 percent on the HIV/AIDS questions, Gloeckle noted: "An encouraging sign is that the general population is more willing than one might assume to answer sensitive questions, even questions covering sexual behavior, provided the items are phrased in an impersonal way."

InterMedia has conducted research and evaluation projects in Afghanistan since 1998, including six annual face-to-face national surveys and some 50 qualitative research projects (in-depth interviews, focus groups and media content evaluation).

InterMedia's next national survey of Afghanistan will take place summer 2008.

InterMedia is a leading international media research, public opinion, evaluation and consulting organization creatively equipping clients to understand their audiences, gauge their effectiveness and target their communications in transitional and developing societies worldwide. Based in Washington, D.C., and active year-round in more than 60 countries, InterMedia helps clients understand complex issues in challenging research environments. The company's strengths include its people--area experts skilled in scientifically-based research and focused on client solutions -- its vast global
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