Reductions in HIV Stigma as Measured by Social Distance: Impact of a Stigma Reduction Campaign in a Historically Black University

Abstract

We evaluated the effectiveness of a small media campaign intervention on a historically African American college campus aimed to lower social distance (willingness to interact) for people with HIV.  A modified version of the Bogardus Social scale was used to measure social distance. The survey included questions regarding HIV transmission knowledge and sympathy felt towards those with HIV. Time between pre-test (n= 207) and post-test (n=210) was 1 month. There was significant change in social distance from pre- to post-test only among women (p<.001).  In a regression analysis transmission knowledge (p=.027), sympathy towards those with HIV (p=.000) and gender (p=.000) were significantly related to social distance.  There was a significance difference between men and women for transmission knowledge (p=.001) and sympathy (p=.001). Small media campaigns can be effective at lowering social distance among female African American students but may need to be modified to be effective among males.