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.