Kenya (2012): Pretesting of the 2012 Nakufeel Campaign Concepts

Executive summary It is now more than a decade since HIV and AIDS was declared a national disaster in Kenya, when HIV prevalence among youth 15-24 years old was 4%. Evidence has shown that young people aged 15-24 years have continuously remained to be one of the most at risk populations when it comes to HIV infection. Many interventions have been developed to address the problem among the different populations in Kenya. In its bid to enhance positive health behavior PSI Kenya through its HIV department has been running a Condom Social Marketing Campaign that encompasses use of mass media to foster use of condoms among the youth aged 15-24 years. Every other time, the campaign themes different messages best on evidence from regular studies as the campaign seeks to address important behavioral factors. Currently the campaign is dubbed Nakufeel Campaign. In bid to strengthen the Nakufeel Campaign the HIV department of PSI Kenya developed four new television concepts. This report details the findings of the pretest of the four campaigns. The pretest was designed to determine the following: The message take out from the campaigns; the association to the various campaigns; the preferred campaign and tagline. The cross-sectional pretest was conducted in purposively selected regions of Nyanza, Nairobi, Kisumu, and Machakos among 407 youth aged 18-24 years who were drawn from randomly selected households in the regions. The field work for the pretest was conducted in October 2011 where a response rate of 97% was seen among the population. The data was collected through use of electronic data collection system running on the Android platform through use of KOBO Collect application. The quantitative data was analyzed with the aid of SPSS version 20.0. The data was descriptively analyzed using; frequencies and proportions for the categorical variables like gender; means (arithmetic averages) for continuous variables like age and the Leikert scale questions. Comparisons between the average scores for the different concepts were tested using one paired t test for comparing means, and chi-square test for significant difference in proportions. The p value was used to determine whether the observed t-scores and chi-square vales were significant. Qualitative data was analyzed with the help of Microsoft Excel 2010. The data was first thematically coded based on the observed responses to create distinct categories. The categories were then quantitatively analyzed based on the multiple response approach to determine the frequencies of the responses. Based on the findings the following conclusions could be drawn from the study. - In all the concepts only a handful (less than 5%) of the respondents remembered condoms being discussed within the concepts - Regardless of the concept chosen we would achieve equal reach for messaging on the importance of condoms towards HIV prevention - All the concepts had a similar potential in dispelling the misconceptions. - The concepts all had statistically similar scores in most of the attributes. However Local Dance and Proud Woman concepts were the concepts which were most "easy to understand" - The findings showed that Local dance concept had a relatively higher positive emotive association than all the other concepts. - The best Concept was Local Dance