How Do You Make HIV/AIDS Messaging Attractive in the Digital Age?

Project Description

Multi-disciplinary faculty will supervise a team of both graduate and undergraduate students to explore culturally relevant communication strategies to analyze effective messaging and messaging fatigue of HIV/AIDS prevention among Botswanan youth. This student-led project will test assumptions considering contextual measurements including baseline information on internet usage in its various forms for Botswanan youth (ages 16 to 25), explore existing research on risk factors that affect HIV/AIDS transmission, and consider demographic variables (e.g. Inter- and intra-tribal contexts, gender, education, religious and secular values, etc). Further, qualitative data collection will be sought from members hailing from Botswanan culture (either immigrants to the US, or other networks). Qualitative data will contribute to critical understandings of sexual health self-agency, culturally defined concepts of stigma around HIV/AIDS, and solutions-oriented innovations for transmission reductions using emerging media. Deliverables of this research will seek to provide advice on updated messaging for emerging media trends making practice and effective use of the intersections of culturally contingent understandings of sexual health and self-agency for Botswanan youth.

Project Department

School of Conflict Management, Peacebuilding and Development

Researcher Requirements

Useful skillsets and/or academic backgrounds include:

  1. International Relations, focus on Africa ideal
  2. Interest/experience in health issues such as HIV/AIDS
  3. Communications background, particularly with social media
  4. Qualitative and/or qualitative research skills

Project Duration

January 2020 to May 2020


Maia Hallward