Kenya (2013): Malaria Communication Advertisement Track - Baseline. Round 1

WHO estimates that there were about 219 million cases of malaria in 2010 which resulted into 660 000 deaths. Most deaths form malaria (caused by Plasmodium parasites) occur among children living in Africa where a child dies every minute from malaria. Malaria is transmitted exclusively through the bites of Anopheles mosquitoes. According to the WHO, among the most at risk of Malaria include among other; young children, pregnant women, and other semi-immune persons such as persons living with HIV/AIDS. Vector control is the main way to reduce malaria transmission at the community level and is known to reduce malaria level through increased individual protection from mosquito bites. The most recommended prevention mechanism is consistent use of LLINs. Kenya, Malaria remains a major public health problem. Recent efforts that have been put in place to ensure Kenyans have access to nets include routine distribution of nets to pregnant women and children under the age of 1 and the mass net distribution campaign exercise which availed nets to households in Malaria areas in Kenya. This exercise increased net ownership from 52% to 83%. Net use however has lagged behind with vulnerable populations comprising of children under five being as low as 25% and pregnant women at 52%. This is below the country’s target of having 80% of Kenyans living in Malarial Regions areas sleeping under a net. The decrease in net use amongst under-5 children (U5C) facilitated the need to undertake a q ualitative study to understand factors that influence net use amongst this age group in Kenya. Results from the qualitative study indicated that the target audience does not consistently sleep under a net throughout the year because they feel that they are not at risk especially during the dry season when in fact they are at risk throughout the year. Previous national malaria campaigns like the ‘Mbu Nje sisi ndani’ campaigns have addressed risk and focused on increasing awareness that everyone is at risk throughout the year, but findings from the qualitative survey indicated that there is need to go back to basics and change this strongly held belief that they are not at risk of malaria especially during the dry season. Therefore, this new campaign will seek to address basics facts around malaria transmission in both rainy and dry seasons. Results from this qualitative study revealed information gaps around how to care for the nets; what to do before initial use, when and how frequent to wash the net. Myths and misconceptions were also an emerging issue. PSI will address these two gaps with BTL interventions. In addition, it will address the Risk through both ATL and BTL interventions.