Variables (messages) Yes % No %
There is media in our compound 166 41.8 231 58.2
Frequently heard message/behavior Abstenince 213 53.7 184 46.3
Being faithful 139 35.0 258 65.0
Using condom 178 44.8 219 55.2
VCT/PIHCT 187 47.1 210 52.9
Specific messages heard of/seen Value your life 358 90.2 39 9.8
let us fight HIV/AIDS together 358 90.2 39 9.8
Care and support for HIVP 332 83.6 65 16.4
let us take care of each other 332 83.6 65 16.4
I care, do you? 326 82.1 71 17.9
Abstain from sex before marriage 289 72.8 108 27.2
Stop stigma & discrimination 282 71.0 115 29.0
Live and die 227 57.2 170 42.8
Preferred message appeals Dramatic/funny 331 83.4 66 16.6
Factual through education 349 87.9 48 12.1
Fear arousal messages 138 34.8 259 65.2
Two sided message 265 66.8 132 33.2
One sided message 124 31.2 273 68.8
Positive message 195 49.1 202 50.9
Negative message 137 34.5 260 65.5
Table 5: Frequencies of the frequently heard behaviours, specific messages heard/seen and Preferred message appeal among respondents of Hosanna colleges, SNNPR, Ethiopia (N=397).