Background: Acquired immunodeficiency syndrome (AIDS) is a pandemic and a health challenge in the world, posing a serious risk to people from all walks of life. Awareness Campaign has been increasingly used in recent years to convey persuasive messages to perform specific behaviors in the target group. The present study aimed to determine the effectiveness of AIDS prevention and awareness campaign in students using Kirkpatrick’s Evaluation Model.
Methods: This cross-sectional study was conducted in border areas of Sarvabad City, Iran, in 2018. A total of 564 high school students were randomly selected. This research was performed based on the Kirkpatrick model which considers the effectiveness of training programs in four levels of reaction, learning, behavior, and results. The required data were collected by a questionnaire based on the Kirkpatrick model. The media used in this campaign included: banners, pamphlets, videos, and training by health experts. Data were analyzed in SPSS software (version 20).
Results: The most attractive media used in the awareness campaign for participants were training provided by health professionals (speech and Q&A session), as well as educational videos, pamphlets, and banners, respectively. Based on the results, students' awareness and behavior significantly improved after the campaign by 51.6% and 25.6%, respectively (P≤0. 00).
Conclusion: As evidenced by the results of the present study, the Kirkpatrick model was effective and can be employed to evaluate the awareness campaign since it demonstrates the positive changes caused by training in reaction, learning, and behavior. Therefore, effectiveness evaluation in all subjects needed to be improved through the implementation of optimizing training design.
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