The study entitled, Development and design of HIV/AIDS prevention campaign plan for high school student in Digos City generally planned to develop and design a communication campaign plan for HIV/AIDS awareness and prevention among third and fourth year high school students in Digos City. This involved a formative evaluation using a self-administered questionnaire involving 180 high school students from three main high schools in Digos. It also made use of focus group discussion among teachers, principal, students, parents and community leader to know their opinions regarding the campaign and use these in the development of the campaign plan. To add, statistical analysis was used to analyze the relationship between variables in the formative evaluation on high school students. The Chi-square Test of Independence showed relationships between behavioral determinants of HIV/AIDS prevention and socio-demographic characteristics. Also, building from the result of the formative evaluation, a set of strategies for the campaign was designed. Important campaign components such as (1)objectives, (2) audience segmentation, (3) CITAP, (4) campaign branding and positioning, and (5) message design and media selection. The strategy was followed by the Implementation Plan which spelled out the plans for pretesting materials, training of Staff and other Patterns in the Campaign and Partnership Plan. Monitoring and evaluation spelled out the plans for process evaluation and summative/impact evaluation which are important in assessing the success of the campaign. Finally, provision for sustainability is included so that the initial success of the plan can be sustained as well as scaled up in other areas in Davao del Sur.

Thesis (B.A. Communication Arts) -- University of the Philippines Mindanao