Using mass media to influence Vietnamese youth: TV spots hit the target!

The HIV/AIDS Prevention Among Youth project, funded by the Asian Development Bank and the Government of Vietnam, relies on the synergistic use of mass media and interpersonal communication interventions to reach and influence young Vietnamese. The project’s mass media strategy is built around the coordinated and reinforcing use of a television drama series, radio phone–in programmes, radio spots, youth–focused documentaries and television spots. Messages delivered via television spots are designed to stimulate behaviour change among high–risk youth and maintain preferred behaviours among mainstream and vulnerable youth.