An analysis of sexual reproductive Health campaign Messages in Kenya: The case of Wacha Mpango wa Kando

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.