An Evaluation of HIVAID Campaign Messages: a Case Study of Mpango Wa Kando Campaign in Nairobi County

Abstract

This study intended to evaluate HIV/AIDS Campaign messages only focusing on Mpango Wa Kando Campaign in Nairobi county. This study had four objectives to achieve: To establish the extent to which the Mpango Wa Kando HIV/AIDS campaign messages were understood by the target audiences. To determine the extent to which the Mpango Wa Kando HIV/AIDS campaign messages were appreciated by the target audiences. To evaluate the diction of messages used in the Mpango Wa Kando HIV/AIDS Campaign. To investigate the impact of the HIV/AIDS messages as packaged and conveyed by Mpango Wa Kando Campaign. Both quantitative and qualitative designs were used in the study. The study population was the people from Nairobi County and 188 was the sample size of the population comprising of male and female, married and unmarried, between the ages of 18-40 years as they were considered to be sexually active. The method of data collection used was use of questionnaires which was distributed to the respondents. During the study, data analysis was done by using the Statistical Package for the Social Sciences (SPSS) and Microsoft Excel. The data was presented in form of tables and diagrams like graphs. The key findings of the study were: the Mpango Wa Kando Campaign was understood because it was clear and the lessons learnt from the message included stopping concurrent sexual relations, using a condom in case one is not able to keep off the relationships. The Mpango Wa Kando Campaign message was appreciated as the respondents found the message worthy because of its educative nature. The respondents were able to identify the words used in the campaign and it was clear that the slogan “Wacha Mpango Wa Kando” (Stop concurrent sexual relationships) used stuck into the audience’ mind. In addition, there were different interpretations of the campaign: The message was about stopping concurrent relationships, using a condom, being faithful to sexual partners. The campaign yielded positive behavior change in the personal life of respondents because the words used by the designers caused behaviour change. Recommendations of the study included: Women characters should be more involved in the campaign to show the audience that HIV/AIDS not only affects men but also women. Follow up campaign should be run to clarify any misinformation the audience may have had from previous campaign. A different strategy that addresses tangible positive behaviour change rather than focusing on knowledge should be used. Future studies could be on semantic dynamics by the campaign designers so as to understand how the audience extends meaning. Negative behaviour catalyst should be researched on to establish the relationship between knowledge and behaviour change. Characters in campaign should be analyzed so as to unveil their role in message interpretation