Impact Evaluation of HIV/AIDS Communication Media Campaigns in Urban Zimbabwe Youth Groups: Behavioural Change and Social Network Analysis

This study examines the impact of HIV/AIDS communication media campaigns on urban Zimbabwe youth groups, focusing on behavioural change and social network dynamics. The study employs a mixed-methods approach combining quantitative surveys with qualitative interviews, utilising structural equation modelling (SEM) for data analysis. A significant proportion (45%) of participants reported increased condom use after exposure to media campaigns. Social network analysis revealed that peer influence significantly moderates the impact of campaign messages on behaviour change. The findings suggest that targeted media interventions can be effective in promoting safer sexual practices, with social networks playing a crucial role in behavioural uptake. Future campaigns should leverage peer networks to enhance their reach and effectiveness, particularly focusing on influential youth leaders within communities. HIV/AIDS Communication Media Campaigns, Urban Zimbabwe Youth, Behavioural Change, Social Network Analysis Model estimation used $\hat{\theta}=argmin_{\theta}\sum_i\ell(y_i,f_\theta(x_i))+\lambda\lVert\theta\rVert_2^2$, with performance evaluated using out-of-sample error.