The Outcomes of Celebrity Endorsements on Participants in Health Communication Campaigns: A Case of The Anti-Jigger Campaigns in Selected Primary Schools in Mathioya Sub-County, Murang’a County

Abstract

This study set out to establish the outcomes of celebrity endorsement on participants in health communication campaigns. It focused on anti-jigger campaigns that target jigger-infested community in Mathioya Sub-county in Murangá County. The target population was 850 pupils infested with jiggers from seven primary schools in Mathioya Sub-county. A sample of 82 participants was purposively selected. These were all the standard six, seven and eight pupils who had participated in the anti-jigger campaigns between 2008 and 2012 of whom only 78 pupils from seven public primary schools were present during the discussions. The descriptive survey method applying a moderator’s guide was used. The data generated by the FGDs, established that after going through the anti-jigger campaign the participants experienced outcomes which include relief from pain, reversed stigma situations, self-acceptance as well as acceptance by peers and community. Specific celebrity attributes that were identified as contributing to achieving the anti-jigger campaign outcomes were source attractiveness, source credibility and source trustworthiness. Besides these, it was established that other contributing factors to respondents’ perceptions included the identification of the celebrity with respondents in sporting activities and the washing and medication of their feet. The Health Belief Model was used as a guide to the study. The key recommendation is that the use of an appropriate celebrity in health communication campaigns could bring about expected results.