DESIGN OF MOTION GRAPHIC MEDIA TO ENHANCE HIV AWARENESS FOR THE AIDS ACCESS FOUNDATION HOTLINE 1663: A CASE STUDY OF AT-RISK INDIVIDUALS AGED 25–49 IN SUKHUMVIT AREA, KHLONG TOEI NUEA SUBDISTRICT, WATTHANA DISTRICT, BANGKOK

Abstract

This research aimed to 1) design creative media in the form of motion graphics to disseminate information and enhance awareness of Human Immunodeficiency Virus (HIV), and 2) examine the level of satisfaction of target audiences toward the creative media. The study employed a mixed-methods research design. The research process was divided into two phases. The first phase involved in-depth interviews with experts in HIV content and health communication. The obtained data were synthesized and developed into a motion graphic entitled Banana Land, which uses cartoon banana characters as abstract symbols to convey sensitive health-related information. The second phase focused on evaluating the satisfaction of target audiences toward the motion graphic media. The sample groups for the satisfaction evaluation consisted of three groups: experts, individuals at risk aged 25–49 years, and staff members from the AIDS Access Foundation. The research instrument was a satisfaction evaluation questionnaire for the motion graphic media. Data were analyzed using descriptive statistics, including mean and standard deviation. The results revealed that the developed motion graphic media effectively and appropriately conveyed HIV-related information. Storytelling through symbolic characters helped reduce tension and social stigma that may arise among audiences. Overall, satisfaction levels among all three target groups were at high to very high levels. Experts reported the highest level of satisfaction, followed by the at-risk group aged 25–49 years, and staff from the AIDS Access Foundation, who particularly emphasized the design and presentation techniques.