Replication data for: Botswana (2008): Multiple Concurrent Partnerships Mass Media Campaign, 2008: Assessment of Reach, Recall and Effectiveness September 2008

The objectives of this study were: (1) to measure the reach and recall of the campaign; and (2) to assess how the target audiences of men and women aged 18-34 received and processed the campaign's key messages. PSI used a dual approach to assess reach, recall and takeaway. LQAS methodology was used to select a random sample of sexually active adults aged 18-34. The sample was stratified by zone and urbanization and 171 men and women were interviewed in August 2008. From this sample, respondents were recruited to participate in focus group discussions about the campaign.