Incorporating Communication in the Alternative Rite of Passage (Arp) Intervention: a Case of Amref Health Africa

Abstract

The study examined how communication was used in the ARP-WASH (Alternative Rite of Passage/Water, Sanitation & Health) Project by AMREF Health Africa to address Female Genital Mutilation (FGM) in Kajiado West Subcounty, Kajiado County. This being a behavior change project, the study also aimed to find out if and how Social and Behavior Change Communication (SBCC) was utilized. The study sought to answer three main research questions. First was to examine the ARP-WASH project design; secondly to assess the ARP-WASH implementation strategies and lastly to examine the implications of the project’s design and implementation strategies. The study was guided by the Social Convention Theory and Social Norms Theory. The study employed a descriptive research design, case study research method and a qualitative research approach. Purposive sampling technique was used to select the specific project partners and beneficiaries that participated in this study. The data collection methods were interviews, Key Informant Interviews (KIIs), Focus Group Discussions (FDGs) and document analysis. Thematic analysis was used to analyze and interpret data, which has been presented in form of narratives. The study found out that integrating FGM and WASH worked to encourage some of the Maasai community members to embrace FGM messages and leave the practice, SBCC and communication in general were not incorporated in the project, therefore there was no communication strategy in place, and ad communication support was sought during implementation phase. The study recommends the integration of SBCC in project design of behavior change projects such as ARP-WASH to promote abandonment of FGM among the Maasai and other practicing communities.