Abstract:
The aim of this study was to analyse the sexual reproductive health campaign
messages carried in the Wacha Mpango wa Kando Campaign in Kenya. The problem
prompting this study was that despite several campaigns on HIV/AIDS, the rate of
new infections among married people remained high at around 44%. Since HIV/AIDS
was declared a national disaster in 2001, the government has put various programmes
in place to deal with the epidemic. Various studies have also established that one of
the groups most at risk are those in marriages and long-term relationships. Between
2009 and 2014, a campaign dubbed Wacha Mpango wa Kando was developed with
the aim of reducing the number of new HIV infections among this target group. The
specific research questions for this study were: What are the messages and
interpretations that emerge from Wacha Mpango wa Kando campaigns in relation to
Sexual Reproductive Health messaging? What considerations influenced the
designing of Wacha Mpango wa Kando messages? What are the perceived effects of
these messages on the target groups? How do social/cultural realities influence how
the target audiences process the messages? The scope covered four campaign
messages under the Wacha Mpango wa Kando genre. The study was justified because
despite the long existence of the Wacha Mpango wa Kando campaign, there has been
no academic research analyzing its efficacy in ameliorating the spread of HIV/AIDS.
The study adopted the constructivist epistemological paradigm while employing
aqualitative research approach and case study design. Purposive and snowball
sampling strategies were applied to identify participants. Data was generated through
focused groups discussions, in-depth interviews, observation and content analysis.
Trustworthiness was ensured through methodological and data source triangulation,
member checking and peer review. Ethical standards were upheld through seeking
relevant approvals and permissions, informed consent of participants, upholding
anonymity and confidentiality of the participants among other considerations. The
study established that the audience members interpreted the messages in varied ways
not anticipated by the message designers but which were guided by their
psychological, social and economic realities. The messages resulted in the creation of
a national discourse that challenged societal norms and were perceived to lead to
mistrust in some marital relationships. From the findings, it can be concluded that
Mpango wa Kando is a complex phenomenon requiring a deeper understanding of its
social, cultural and personal drivers as key components of the campaign strategy in
addition to strict audience segmentation. I recommend that academia and practice
combine forces in the development and implementation of future Sexual Reproductive
Health Campaign messages. Further, I recommend that continued and sustained
campaigns beyond donor funds be developed within the cultural and social realities of
the target audience.