Analysis of Behaviour Change Communication in Covid-19 Response: a Case of the Kenya Ministry of Health and Accelerating Sustainable Control and Elimination of Neglected Tropical Diseases (Ascend) Campaign in Coastal Counties
Abstract
This study sought to analyze behavior change communication in response to
coronavirus disease 2019 (COVID-19), with a focus on a campaign carried out by the Kenya
Ministry of Health (MoH) and the Accelerating Sustainable Control and Elimination of
Neglected Tropical Diseases (ASCEND) between June and October 2020. The campaign was
rolled in the select coastal counties of Mombasa, Kilifi, Kwale, Lamu, Tana River and Taita
Taveta. It was implemented by the University of Nairobi Enterprises and Services (UNES).
The study’s specific objectives were to: establish the communication activities undertaken in
the campaign; to analyze the communication messages in the campaign; and to determine the
use or non-use of health communication theories in the campaign, specifically the health
belief model and the social cognitive theory. To achieve these objectives, the research
adopted a qualitative approach. Data was generated through a content analysis of
Information, Education and Communication (IEC) materials developed and disseminated
during the campaign as well as related documents. The analysis of the data collected was
guided by three coding sheets and the findings presented narratively. The study found that the
MoH/ASCEND Behaviour Change Communication for COVID-19 Response Campaign
carried out several communication activities that contributed toa successful roll-out. These
included development of IEC materials, translation of the materials to Kiswahili and local
dialects of the target counties, identification of media channels, and dissemination. Findings
indicate that the MoH/ASCEND Behaviour Change Communication for COVID-19
Response Campaign used broadcast media (radio and TV), social media and print media
(posters and stickers) to reach target audiences. An analysis of the messaging used in the
campaign revealed that messages of awareness, persuasion and of instruction were employed
with the goal of motivating behaviour change. The study also found that the campaign
applied the health belief model and social cognitive theory concepts to develop
communications that promoted precautionary action against COVID-19. The study concluded
that the MoH/ASCEND Behaviour Change Communication for COVID-19 Response
Campaign was successfully rolled out, particularly the dissemination of IEC materials.
However, the study cannot make further generalized conclusions about the success of the
campaign because only a content analysis was performed on the campaign materials and
strategies used before and during the campaign’s implementation. A better understanding of
whether the campaign achieved the expected effects can be gained through an outcome
evaluation of the campaign. Furthermore, a broader understanding of the effectiveness of
campaign messages and strategies can be achieved through the use of different methods such
as surveys and focus groups to determine if the campaign influenced change in behavior and
improved adherence of COVID-19 protective measures in the target counties.
Publisher
University of Nairobi
Rights
Attribution-NonCommercial-NoDerivs 3.0 United StatesUsage Rights
http://creativecommons.org/licenses/by-nc-nd/3.0/us/Collections
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