In Kenya, approximately 29% of all new HIV infections were among adolescents and young people (15-24). In order to reduce new infections among adolescents and young people, the Fast track plan to end HIV and AIDS among the group identified mass media and social marketing campaigns as evidence-based interventions towards changing their risky sexual behaviour.This study assessed the relationship between effective HIV risk communication, interpretation of meaning and decision making among adolescents by: evaluating the relationshipbetween construction of meaning, interpretation of HIV risk communication messages and decision making among adolescents, establishing what causes the gap between HIV knowledge and HIV safe sexual practices among adolescents, finding out if there isrelationship between effective HIV risk communications and how adolescents construct meaning and interpret HIV risk communication messages and finally; determining whether HIV risk communication messages are correctly interpreted by adolescents. The study used cross-sectional survey using self-administered questionnaires, focus group discussions and Reception analysis conducted among 40 in school and out of school adolescents (15-19 years). Also, an in-depth interview was undertaken with PSI Kenya Brand Manager (the manufacturer of Trust Condom). Data was analyzed using SPSS version 20. Cohens Kappa statistic test was used to measure the level of agreement between the advertisers message and respondents interpretation of the advertisers message. The study findings provide baseline information to guide development of the HIV and AIDS communication strategy for the adolescents and young people and also ensure more effective HIV risk communication messages targeting adolescents and young people.

Author Name: Mercy Chiyumba Khasiani-Omoke

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Keywords: Risk Perception Interpretation Decision Making Adolescents And Young People

ISSN: 2320-5407

EISSN: 2320-5407

EOI/DOI: 10.21474/IJAR01/11681

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