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

执行摘要
肯尼亚宣布艾滋病（HIV and AIDS）为国家灾难至今已逾十载，当时15-24岁青年的艾滋病感染率为4%。已有研究证实，15-24岁青年始终是艾滋病感染风险最高的人群之一。肯尼亚已针对不同人群开发了多项干预措施以应对该问题。为助力推广积极健康行为，肯尼亚PSI（PSI Kenya）通过其艾滋病部门开展了一项避孕套社会营销活动（Condom Social Marketing Campaign），该活动借助大众媒体推广，旨在促进15-24岁青年使用避孕套。该活动会依据定期研究得出的证据，定期更新宣传主题，以针对性解决关键行为影响因素。当前该活动被命名为纳库菲尔（Nakufeel）活动。为强化纳库菲尔活动的效果，肯尼亚PSI的艾滋病部门开发了四个全新的电视宣传创意。本报告详细阐述了这四个宣传创意的预测试结果。本次预测试旨在达成以下目标：了解受众从各宣传创意中获取的核心信息、受众对各宣传创意的关联度认知、受众偏好的宣传创意及宣传标语。本次横断面预测试选取了经立意抽选的尼扬扎、内罗毕、基苏木和马查科斯地区，从上述区域的随机抽选家庭中招募了407名18-24岁青年作为调研对象。本次预测试的实地调研于2011年10月开展，调研应答率达97%。数据通过运行于安卓（Android）平台的电子数据采集系统——KOBO Collect应用程序完成采集。定量数据分析采用SPSS 20.0版本软件完成：对于性别等分类变量，采用频次与占比进行描述性分析；对于年龄等连续变量及李克特量表（Likert scale）问题，采用均值（算术平均值）进行分析。不同宣传创意的平均得分对比采用配对t检验，各组占比的显著性差异采用卡方检验；通过p值判断所得t值与卡方值是否具有统计学显著性。定性数据分析借助Microsoft Excel 2010完成：首先根据调研反馈进行主题编码，以划分出不同类别；随后采用多响应分析方法对各类别进行定量分析，以计算各类反馈的频次。基于本次调研结果，可得出以下结论：
- 在所有宣传创意中，仅有极少数（占比不足5%）受访者记得创意中提及了避孕套相关内容；
- 无论选用哪项宣传创意，在传递“避孕套对艾滋病预防的重要性”这一信息时，均可实现同等覆盖范围；
- 所有宣传创意在消除认知误区方面具备相近的潜力；
- 多数属性维度上，各宣传创意的得分均无统计学显著差异，但“本土舞蹈”与“骄傲女性”两项创意的“易于理解度”评分最高；
- 调研结果显示，“本土舞蹈”创意相较于其他所有创意，能引发受众更积极的情感关联；
- 综合来看，最优宣传创意为“本土舞蹈”。