The challenges of communicating to the youth on HIV/AIDS a case study of Kenya

Abstract

The objectives of the study were to find out: why in spite many HIV/AIDS Campaigns in the country the youth continue being infected with the HIV virus, how effective are the current HIV /AIDS campaigns aimed at the youth in Kenya, the most effective mode/channel of communication on HIV/AIDS issues to the youth, establish the current communication gaps in the current campaigns and contribute positively to the existing research works based on research findings and recommend how to make such communication more effective. The study adopted a descriptive design in its methodology. Systematic random sampling was adapted to survey the youth between the ages of 15-24 years. Primary data was collected by questionnaire method.

The study found out that the advert 'Tumechill' (meaning we have abstained) speaks their language clear and loud to a certain social group of the youth though it may not reach all the youth social groups. Not all the youth belong to the same social classes. Whereas some may understand what 'Tumechill' means to some this may not appeal depending on their social backgrounds. Communicators should therefore come up with a variety of messages deemed acceptable by the various social youth groups instead of catering for only a specific group.

The findings also indicated that 56% of the respondents did prefer the electronic media as a means of communications to them on issues related to HIV/AIDS but one draw back to this would be that those in rural and slum areas cannot afford T.V sets thus are incapacitate there was one point in time when the Kenya government had mobile cinemas which could be used to transmit information only that insecurity has been on the rise and night meetings are usually discouraged.

The study also found out that music is a powerful tool of communication and the government should consider teaming up with NGOs and musicians to come up with songs that promote morality and communicate HIV/AIDS related messages. This may be done using a musician popular to the youth. The choice of musician should be done with care so that the singer used may be ideal role model in many ways.