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Abstract:
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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. |