Zimbabwe (2013): Voluntary Medical Male Cercumcision Pretest of Adverts For April Campaign amongst Population Aged 15-35 years, in Zimbabwe

This study sought to pre-test VMMC Adverts amongst Population Aged 15 -35 years, in Zimbabwe. Examine audience comprehension of messages contained in executions. The pre-test sought to examine understanding and meaning of the advert to the target audience, explore audience likes/dislikes of the execution, evaluate emotional reaction to the message, evaluate the credibility, relevance, and appropriateness of executions content and messages to target audience, determine audience's preferred message and suggest any necessary changes, determine if the message will persuade the target audience to go for circumcision. This is a qualitative study design employing interviews with women and men aged 15 to 35 years residing in both rural and urban Zimbabwe. A total of 78 respondents were interviewed first and then participate in Focus Group discussions using the following stratification recruited from schools and surrounding communities from these areas.18 par ticipants 15 to 18 years males school children 12 of them rural and 6 urban. 18 participants 19 to 25 years males college students 12 urban and 6 rural. 18 participants 19 to 25 females of them we had12 urban and 6 rural. 12 participants 26 to 35 males with 6 rural and 6 urban. 12 participants 26 to 35 males with 6 rural and 6 urban.

本研究旨在针对津巴布韦15-35岁人群开展自愿医疗男性包皮环切术（Voluntary Medical Male Circumcision, VMMC）宣传广告的预测试工作，考察目标受众对广告所传递信息的理解程度。本次预测试的核心目标包括：探明目标受众对该广告信息的理解与解读方向，调研受众对广告创意执行形式的好恶倾向，评估受众对广告信息的情感反应，评价广告内容与信息在目标受众视角下的可信度、相关性与适配性，明确受众偏好的广告信息并提出必要修改建议，同时判断该广告是否能够说服目标受众接受包皮环切手术。本研究采用质性研究（Qualitative Study）设计，对津巴布韦城乡两地的15-35岁男女居民开展个人访谈，并组织焦点小组讨论（Focus Group Discussion, FGD）。本次研究共招募78名受访者，先对其进行个人访谈，随后组织其参与焦点小组讨论，受访者按以下分层标准从上述地区的学校及周边社区招募：18名15-18岁男性学生受访者，其中农村地区12人、城市地区6人；18名19-25岁男性大学生受访者，其中城市地区12人、农村地区6人；18名19-25岁女性受访者，其中城市地区12人、农村地区6人；12名26-35岁男性受访者，其中农村地区6人、城市地区6人；另有12名26-35岁男性受访者，其中农村地区6人、城市地区6人。