In 2003, the Brazilian Ministry of Health launched a nationwide campaign aimed at promoting condom use by adolescent girls. The "Carnival Campaign" was broadcast on television and radio from February 16 to March 3 and targeted adolescent girls (13-19 years), a group which had shown an increase in the number of cases of AIDS and other sexually transmitted diseases. The MoH hired Kelly Key, a Brazilian pop singer, to star the television and radio ads and deliver the campaign message. One of the objectives was to empower girls and encourage them not to be ashamed of purchasing condoms or of demanding that their partners use them. The article presents the results of a nationwide survey with 1,006 adolescent girls in 86 municipalities, sponsored by the MoH. The results show that campaign materials reached the main target public and were evaluated in a very positive light. Finally, the survey data show that the Carnival Campaign had important effects, stimulating discussions in the adolescent social environment and reinforcing positive attitudes towards condom use.
Health Promotion; Acquired Immunodeficiency Syndrome; Mass Media
