Public awareness and acceptance of an HIV/AIDS information campaign in Norway

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Abstract
Public acceptance and awareness of an HIV/AIDS information campaign in Norway were studied using empirical data from a nationwide interview survey (N = 1066) of adult Norwegians aged 15 years and above. ‘The condom campaign’ was a $100 000 campaign displayed on billboards, posters and postcards throughout Norway. A total of 60% of the population accepted this kind of sexual information and 70% had noticed it. The most important predictors of acceptance were in rank order: education, political preference, age, interpersonal communication and geographic region, and these factors explained 16% of the variance. The most important predictors of awareness of the campaign were: acceptance, age, education, interpersonal communication and urbanization, explaining 16% of the variance in awareness. Acceptance of the campaign corresponds closely to the religious-moralistic axis in Norwegian politics, and seems to influence the awareness of the campaign through a personal process related either to selective or voluntary exposure. Personal relevance and discussion with friends and family influence awareness. Thus, personal relevance and communication utility seem to be important in the communication of HIV/AIDS information to the public.

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