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[Evaluation of a new AIDS communication and prevention model. Analysis of reactions to the program "3000 scenarios against a virus"].

In June 1994, 31 films on AIDS prevention have been broadcasted on the French television networks. Because of their cinematographic construction, the diversity of the situations, and the presentation of prevention as a relation, these films represent a new model for AIDS information campaigns. This campaign has been evaluated through both qualitative and quantitative approaches. A telephone survey was conducted on a representative sample of 1000 persons who had seen at least three films, that is 30% of the general population. The formal characteristics of the campaign induced particular interest while the content of the films induced emotion and lead to a personal implication. This new kind of communication lead to discussions, but these were mostly restricted to prevention in general and to people with AIDS. Personal and social experience characteristics, in particular the ability to talk about sexuality, seem to be determinant to explain the observed reactions. In contrast, the impact of the campaign is not different according to the age of the respondent and to sexual activity. These results show that it may be of some interest to define communication tools on AIDS that would take into account people's attitudes toward sexuality and their ability to talk about it.