Dinoziaw: Evaluation of Media Campaign Under the Positive Communication and Condom Access Promotion Project for the New Generation

Abstract

         The objectives of this research were to 1) analyze campaign media under the "Positive Communication and Condom Access" project for the new generation; and 2) examine knowledge, attitudes and practices (KAP) concerning condom access and usage after exposure to the media campaign. The study was conducted in two phases. The first phase involved a content analysis of the "Dinoziaw" social media platform, examining 20 purposively selected content pieces published between early B.E. 2566 and 2568 (2023–2025) using an inductive approach. The second phase surveyed 402 followers of the campaign, selected through convenience sampling. Data were collected via questionnaires and analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation. Project success criteria were established through a participatory process involving both the researcher and project executives.
         The results revealed that 1) the campaign media effectively addressed its primary objectives, including facilitating access to free condom services, disseminating accurate knowledge, promoting positive attitudes, and encouraging condom use. Communication strategies featured direct messaging, the use of slang, abbreviations, "Loo" language, and illustrations. Furthermore, the use of repetitive messaging and alignment with current trends enhanced accessibility and engagement for the target group. 2) The overall evaluation of the campaign media was rated at a "good" level. When analyzing individual dimensions, it was found that free condom access, attitudes toward condoms, and condom use behavior successfully passed the evaluation criteria. However, the level of condom-related knowledge and understanding among participants did not meet the established threshold for success.