Replication data for: Central Asia (2006): HIV/AIDS TRaC-M Study Evaluating Exposure and Retention of Media Campaign among At-Risk Youth (15- 25 years) in Seven Cities. First Round.

Between October 2005 and January 2006, PSI/Uzbekistan broadcast a mass media campaign entitled Memories 7 cities across Uzbekistan. The campaign targeted youth aged 15-25 who are at-risk for heroin/opiate use and injecting drugs by virtue of the fact that they live on Central Asia's main heroin trafficking routes. TRaC-M is a new approach developed by PSI specifically for measuring the exposure and recall of messages diffused through behavior change communication (BCC) methods. Information regarding campaign exposure (coverage) is important and allows programmers to quickly decide if it is necessary to continue to broadcast an announcement or if an appropriate level of saturation has already been achieved.