The Role of Communication in Promoting Behavior Change: a Case of the ‘help a Child Reach 5’ Handwashing Campaign in Kuria West, Migori County

Abstract

Behavior Change Communication may take different forms to appeal to individuals or groups to change their behavior toward a specific health problem. Access to good hygiene, including handwashing with soap, is an important indicator of the United Nations Sustainable Development Goals (SDGs). Getting a child to reach five years has been associated with overall improved child survival rates, and this is why Lifebuoy moved to inspire the simple life-saving habit of handwashing with soap. This study examined the role of communication in promoting behavior change. The study focused on the ‘Help a Child Reach 5’ handwashing campaign in Migori County. The specific objectives include determining the communication strategies used in the behavior change campaign, determining the impact of the behavior change campaign and examining the challenges encountered during the behavior change campaign. This study used a descriptive research design using a mixed method of both qualitative and quantitative research methodology. The study was conducted in Migori County because it has several community health groups with many social workers who deal with children and women in handwashing programs. The target population was 357 mothers who had children between 0 and 5 years old for the period 2016–2021. The population was sampled using purposive sampling to ensure that it has a target population of individuals who have benefitted from or have been involved with the handwashing program. Data was collected using semi-structured questionnaires and key informant interviews with the program staff will be done. The data was analyzed through both descriptive and inferential statistics. The study has concluded that using mass media communication channels has effectively influenced behavioral change strategies. Secondly, the study has concluded that the main messages used in ‘Help A Child Reach 5’ are guilt appeal, social exchange, social norms, and gain frames. The main challenges are religion and strong religious beliefs, lack of information, financial inadequacy, and community resistance. Thus, the study has shown that the proper use of mass media by developing messages that satisfy a wider target increases the positive outcomes of behavioral change. Concerning the impact of handwashing campaigns, the results showed that a majority have not suffered from poor handwashing practices, but there is a huge risk that if handwashing practices are not properly implemented, they can increase the risk of diseases spreading. From the respondents' perspective, the handwashing campaign needs to ensure all target groups have been satisfied through the provision of convenient information to influence behavior change