Abstract:
The study sought to establish the dynamics of behavior change communication in
Brookside Kenya Limited in Ruiru, Kiambu County. The problem statement was that
there was need to inform employees in order to reduce stigma because the epidemic
was a direct result of unprotected sex among the employees. Lack of information
dissemination channels resulting to stigmatization and discrimination. Fear of
intimidation upon disclosure of an employee HIV/AIDS status when they visit the
VCT clinic located in the staff clinic. This was due to lack of peer educators support
programme and training on BCC. This study was based on cognitive dissonance
theory (Leon Festinger 1999). The researcher used mixed method research design;
that is qualitative and quantitative data collection methods. The target population was
one thousand five hundred (1500) while the sample size was three hundred sixteen
(316) employees were drawn across gender and age groups. The study was facilitated
with the following objectives; to establish the employees knowledge about HIV/AIDS
risk reduction and wellness; to assess the scope and process of behavior change
communication in HIV/AIDS; to find out the effectiveness of information
dissemination materials used in BCC campaigns and to establish recommendations or
suggestions made to the management in order to enhance an efficient peer educators
support supervisory committee. A descriptive cross-sectional survey research design
was adopted to cover vital variables of the study by systematic random sampling to
select the respondents within the departments. Data collection instruments used were
in-depth interviews for qualitative data and was reported in verbatim quotes,
narratives and selected comments. Semi-structured questionnaires with closed and
open ended questions for quantitative data that was analyzed using descriptive
statistics that included pie charts, frequency tables and graphs generated by statistical
package for social sciences (SPSS). The discussions of results were equally related
to the gaps identified in the literature review. Results from the two methods have been
consolidated to produce an insightful report that answers the research questions hence
achieving the pre-set objectives. The findings revealed that employees do not put in
practice the information they know about the spread of HIV/AIDS. They prefer
taking risks due to cognitive dissonance. The study established the effectiveness of
behavior change communication campaign messages used in the reduction of
HIV/AIDS in the workplace. The conclusions and recommendations have been
derived from the areas discussed on successful implementation of targeted
interventions including information dissemination by peer educators in the workplace.
The research recommended a comprehensive workplace programme supported by top
management and restructuring of HIV testing units due to stigma and discrimination.
Relevant training to peer educators to equip them with the skills to disseminate the
campaign messages in the workplace.