The Impact on Condom Use of the "100% Jeune" Social Marketing Program in Cameroon

According to this article, Cameroonian youth suffer from high rates of unwanted pregnancies, abortions, pregnancy-related school dropouts, and sexually transmitted infections. These trends place the young people in Cameroon at high risk of HIV infection. Published in the Journal of Adolescent Health in 2005, this study provides an assessment of the impacts of the "100% Jeune" adolescent reproductive health programme on young people's health and sexual attitudes and behaviours. "100% Jeune" was a social marketing programme that promoted adolescent reproductive health by empowering youth to practice safe sex, promoting dialogue about adolescent reproductive health in the community, and by making condoms accessible to youth. (Click here to access the 100% Jeune website in French language only.)

Evaluation/Research Methodologies:

"100% Jeune" was a theory-based communication project, building on the health belief model, social learning theory, and the theory of reasoned action. The project was implemented in Yaounde and Douala, the two largest cities in Cameroon. The campaign messages promoted consistent condom use, encouraged young girls to take responsibility for their reproductive health, and encouraged couples to discuss issues such as abstinence and condom use. The project employed a multi-faced communication strategy, encompassing: (1) participatory and entertaining peer education in and out of schools, (2) an entertainment-education monthly magazine, (3) an 18-episode radio drama, and (4) weekly radio call-in shows. These communication activities were supported by integrated television, radio, and billboard campaigns (e.g., spot ads), and by a network of branded youth-friendly condom outlets.

A survey of youth (aged 15-24) living in Yaounde and Douala was conducted in 2000 and again in 2002, with sample sizes of 2097 (baseline) and 3536 (evaluation). The communication campaign (treatment) took place in 2000/2001. Data were collected on the following variables: (1) programme exposure, (2) perceived severity of sexual risks, (3) perceived personal risk, (4) perceived condom attributes and access, (5) self-efficacy in condom use, (6) perceived social support, (7) condom use, and (8) demographic variables.



Key Findings/Impact:

Exposure to campaign activities was high. During the course of the intervention, there were significant changes in perceived condom attributes and access, self-efficacy, and perceived social support.

Consistent with these changes, the percentage of youth who used a condom in last sex with their regular partner increased from 32% to 45% for females (p < .05) and from 44% to 61% for males (p < .01). By controlling for demographic variables and other endogenous and exogenous variables, the findings suggested that exposure to the "100% Jeune" campaign had contributed to these trends.

The analyses showed that the programme was more effective among males than females. Noting this gap, the authors suggest a need for more and possibly different campaign activities to focus specifically on risk perception and self-efficacy among females. The results also show that repeated programme exposure was needed to achieve behaviour change.