The Effect of Mass Media Campaigns on Sexual Behaviour: The Case of Mpango Wa Kando HIV And AIDS Campaign in Nairobi West Estate, Nairobi County

Abstract

The study examined the effect of the Mpango wa Kando HIV and AIDS TV campaign on the sexual behaviour of men and women in stable heterosexual partnerships between the ages of 18 and 49 in Nairobi West Estate. It examined respondents’ level of exposure to the campaign, understanding of and response to the message, and potential barriers to adopting the promoted behaviour. The study adopted a non-probability design, used purposive and convenience sampling methods and was anchored on the Theory of Planned Behaviour and the Elaboration Likelihood Model. Data were collected using a self-administered questionnaire and analysed using descriptive statistics. N=38. The study yielded mixed results. Exposure was high (92%) but message recall was lower (54%). That 58.3% identified the key message as promotion of fidelity infers the campaign was effective in passing the intended message. Chances of respondents to use a condom (59%), discuss sex with partners (81.8%), and change sexual behaviour (81.2%) were high yet three years into the campaign, 58.9% still had one to three partners and 34.2% rated own risk as high or medium implying they had an extra partner or a partner who did. That 63.2% perceived own risk to HIV as low and condom use was higher with the extra partner (84.2%) than with the regular partner (57.9%) implies the notion that married couples are safe from HIV persists. The above suggest the campaign was effective in creating behavioural intentions than change. But, that it achieved a 30.6% success rate, higher than the 5%-10% recorded by most campaigns (Atkin, 2001) infers it was comparatively successful which can be attributed to the use of principles of effective campaign design. The study recommends further research on types of HIV and AIDS behaviour change messages and their relevance for targeting with media campaigns.