BMC Public Health 2007, 7:352 http://www.biomedcentral.com/1471-2458/7/352 Table 1: Descriptive statistics (unweighted samples) Women Men P Age 15–19 20–24 25–29 30–34 35–39 40–44 45–49 50–54 55–59 De facto place of residence Lusaka Other Urban Rural Religion Catholic Protestant Other Highest educational level No education Primary Secondary and Higher Perceived risk of HIV/AIDS No risk at all Small Moderate Great or Has AIDS Number of partners in the past 12 months (including husband) Owns Radio No Yes Owns TV No Yes Desires child within 2 years No Yes Last partner was casual partner No Yes N of Cases 15.4% 23.1% 19.7% 14.2% 11.5% 8.9% 7.2% 9.4% 22.7% 67.9% 22.4% 75.3% 2.4% 14.0% 60.1% 25.9% 28.8% 17.1% 26.9% 27.2% 0.87 57.1% 42.9% 81.9% 18.1% 82.2% 17.8% 98.9% 1.1% 6,782 15.4% 16.6% 18.0% 14.2% 12.6% 8.8% 5.8% 4.9% 3.8% 8.9% 24.2% 67.0% 23.9% 72.0% 4.1% 5.4% 52.7% 41.8% 37.2% 19.4% 17.7% 25.8% 1.24 50.4% 49.6% 78.1% 21.9% 69.9% 30.1% 89.1% 10.9% 1,928 0.000 0.333 0.000 0.000 0.000 0.000 0.000 0.000 0.000 0.000 Results Levels of program exposure Figure 2 shows the percentage of females and males who reported recalling exposure to any of the four radio repro- 60% 50% 40% n o i rop30% t o r P 20% 10% 0% 22.8% 50.9% 11.3% 16.2% Women Men Ever used a condom Condom use during last encounter RFCieogsnupdoroenmd1eUntsse,ObnylyG)ender of respondent (Sexually Active Condom Use, by Gender of respondent (Sexually Active Respondents Only). ductive health programs, as well as exposure to each of the four television programs on reproductive health. For males, we also show the percentage who recalled mes- sages about the social marketed Maximum condoms. The radio program associated with the highest levels of recall was Your Health Matters, followed by Our Neighbor- hood and AIDS and the Family. Figure 1 shows that 58% of males and 36% of females recalled hearing Your Health Matters in the past six months. The television program Your Health Matters also triggered the highest recall (30% of men and 23% of women), followed by X-plosion. For all programs, women reported lower exposure than men. On average, women reported having seen or heard 1.8 out of the 8 programs listed, while men had seen or heard 2.7 of these programs (not shown). Three quarters of the male respondents (75%) reported having been exposed to mes- sages for the socially marketed Maximum condoms. 80% 70% 60% e50% r sou40% 36.8% p x E30% 20% 10% 58.0% 50.0% 42.8% 31.5% 30.9% 33.1% 30.2% 23.1% 22.5% 14.7% 22.0% 12.1% 16.2% 9.5% 14.4% 0% Radio:mYaotuerrhealth nReiagdhiboo:rOhouord Radtihoe:AfaImDiSlyand Radio:Lifeline TV:mYoaturerhsealth TV:X-plosion TV:Lifeline TV:Soulcity "Mmaexssimaguems" Program aPFMneiagdrxcuitemreneluetmav2giseciownhdpoormroegcraadlmvlesrxitpnisoetshmuereepnatsotrseixprmodouncthtisv,eahnedarltehcaralldoi of Percentage who recall exposure to reproductive health radio and television programs in the past six months, and recall of Maximum condom advertisements. 74.6% Women Men Page 5 of 12 (page number not for citation purposes)