BMC Public Health 2007, 7:352 http://www.biomedcentral.com/1471-2458/7/352 Table 6: Estimates of the impact of program exposure on the odds of condom use during last intercourse, male sample OR (95% CI) Total exposure Radio programs TV programs "Maximum" sources 1.232** (1.084 – 1.401) 0.945*** (0.931 – 0.959) 0.943*** (0.929 – 0.958) 0.947*** (0.933 – 0.961) 0.947*** (0.934 – 0.962) Exposure Total Radio programs TV programs "Maximum" sources Age Religion (ref: Protestant) Catholic Other Residence (ref: rural) Capital Other urban Education (ref: No formal education) Primary Secondary & higher Number of partners past 12 months Perceived AIDS risk (ref: None) Small Moderate High + has AIDS Wants child in next 2 years Last partner was casual Constant ORD Pseudo-R2 1.095** (1.030 – 1.164) 1.111 (0.823 – 1.501) 0.858 (0.402 – 1.832) 1.432 (0.922 – 2.224) 1.220 (0.878 – 1.695) * 1.213 (0.595 – 2.474) 1.842 (0.885 – 3.833) 1.195** (1.067 – 1.338) 1.383 (0.968 – 1.976) 1.347 (0.923 – 1.965) 1.061 (0.752 – 1.496) 0.693* (0.503 – 0.954) 2.670*** (1.879 – 3.795) 0.305** (0.131 – 0.708) 1.72 11.9%*** Significance: *: p < 0.050; **: p < 0.010; ***: p < 0.001 The data suggest that exposure to these health communi- cation campaigns had a significant effect on the likeli- hood that females and males ever used condoms, although the effect was fairly small among women. Males with the highest levels of exposure to reproductive health- related radio programs and to Maximum messages were more than twice as likely as those with low levels of expo- sure to have ever used condoms. The effect of campaign exposure on condom use in last intercourse varied by gen- der. Exposure to these programs had no effect on the like- lihood that women used a condom in last intercourse, but the data suggest that it significantly increased the likeli- hood that men did. Men with the highest levels of expo- sure were roughly 50% more likely than those with the lowest levels of exposure to have used a condom in last intercourse. Differentiating between the types of cam- paigns shows that exposure to radio programs and Maxi- mum condom messages appears to have had significant effects, while exposure to television programs did not. Conclusion In conclusion, the evidence shows that social marketing condom advertisements and radio and television pro- grams on family planning and HIV/AIDS have succeeded in reaching a large fraction of the Zambian population. 1.161** (1.060 – 1.272) 1.111 (0.823 – 1.500) 0.859 (0.403 – 1.831) * 1.634* (1.074 – 2.486) 1.334 (0.976 – 1.824) ** 1.185 (0.580 – 2.420) 1.859 (0.896 – 3.854) 1.192** (1.064 – 1.337) 1.398 (0.979 – 1.998) 1.340 (0.918 – 1.955) 1.049 (0.743 – 1.479) 0.683* (0.496 – 0.940) 2.700*** (1.898 – 3.841) 0.302** (0.130 – 0.703) 1.82 12.1%*** 1.079 (0.964 – 1.207) 1.123 (0.833 – 1.516) 0.862 (0.405 – 1.833) 1.535 (0.967 – 2.436) 1.297 (0.922 – 1.826) ** 1.292 (0.635 – 2.627) 2.109* (1.020 – 4.361) 1.199** (1.073 – 1.341) 1.388 (0.972 – 1.982) 1.333 (0.915 – 1.943) 1.086 (0.771 – 1.530) 0.685* (0.497 – 0.942) 2.592*** (1.828 – 3.675) 0.308** (0.133 – 0.713) 1.26 11.5%*** 1.115 (0.825 – 1.505) 0.870 (0.408 – 1.855) 1.492 (0.971 – 2.293) 1.335 (0.977 – 1.824) ** 1.201 (0.589 – 2.448) 1.851 (0.893 – 3.835) 1.195** (1.068 – 1.337) 1.359 (0.951 – 1.942) 1.300 (0.891 – 1.897) 1.076 (0.763 – 1.516) 0.677* (0.492 – 0.932) 2.610*** (1.837 – 3.710) 0.266** (0.114 – 0.620) 1.87 12.0%*** The results further suggest that exposure to these cam- paigns has a strong effect on condom use, even after con- trolling for other factors. However, the data also indicate that radio programs and Maximum condom advertise- ments may be more effective than television programs. The data also show that the effect of these campaigns on condom use is considerably stronger for males than females. These findings suggest that future reproductive health communication campaigns should consider investing in radio programming, as such programs may be more effective than those investing in television program- ming. The findings also suggest that future social market- ing and reproductive health communication campaigns should seek to increase their impact among women, per- haps by focusing on specific constraints that prevent females from using condoms. The current study allows us to estimate the overall effect of program exposure on condom use. However, it does not tell us which aspects of the program content or which specific messages actually affect condom use, nor does it clarify the processes through which program exposure affects condom use. Page 10 of 12 (page number not for citation purposes)