Mumba, Jeniffer Noni(Daystar University, School of Communication, March , 2018)
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Abstract:
Health communication has been used globally, for many decades, as a means of responding to health epidemics. Some health programs have failed to achieve their set objectives due to many reasons, one of these being poor choice of communication channels. New information about preferred communication channels for audiences is therefore useful in helping organizations strategize better and convey their messages well.
This study was assessing the channels used in the communication of reproductive health messages to adolescent girls in Kilifi, using Moving the Goal Posts Kilifi (MTGK), a girls’ football and empowerment organization, as a case study.
The objectives of the study were to document types of communication channels used by MTGK to disseminate reproductive health messages to girls in Kilifi, and changes over time in those channels; to assess MTGK girls’ recollection of reproductive health messages and the channels that were used to communicate those recalled messages; and to identify other channels of communication that are preferred by adolescent girls for the dissemination of reproductive health messages.
Purposive sampling was used to identify research participants. The researcher used focus group discussions with the girls, setting them in groups of 10; while in-depth interviews were used to collect data from MTGK staff and teachers.
A key finding of this study was that interpersonal communication channels, specifically peer educators (also identified as innovators) is the most used channel of communication.