Barcelona 2013
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| Abstract #569 - Theory-and evidence based messageing for male circumcision uptake | ||||
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Session: 30.1: Theory-and evidence based messageing for male circumcision uptake (Lunchtime) on Tuesday @ 13.15-14.15 in Auditorium Chaired by Dr Danuta Kasprzyk, Dr Daniel Montano Authors: Presenting Author: Dr Danuta Kasprzyk - Battelle, United States |
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| Additional Authors: Dr. Fulgentius Baryarama, | ||||
| Aim: Male circumcision (MC) reduces HIV transmission and recommendations are that MC should be included in comprehensive prevention programs. A national MC program was implemented in Zimbabwe with the goal of circumcising 80% of men by 2015, but uptake has been low. To date, < 10% of the men have been circumcised. This indicates that the current communication campaign strategy has failed. There is clearly a need for more effective MC communication messages to motivate men to get circumcised. The Integrated Behavioral Model (IBM) was applied to design and implement a study to identify, understand and explain factors affecting motivation to choose MC. Results were slated to be used in the design of evidence-based messages. In this abstract we describe the replicable system we developed to methodically document the translation of research results into the design of messages and subsequent testing of the messages created. | ||||
| Method / Issue: Research results showed that all IBM constructs (experiential and instrumental attitude; injunctive and descriptive norm; personal agency: self efficacy and perceived control) predicted men?s MC intention. The goal of this phase of the study was to create messages that resonated with the target audience and were rooted in the research results. The quantitative study results were summarized and presented to three discussion groups: the interview team who conducted the interviews, and two groups of young men aged 18-25. The groups were asked to think about what messages could be created that would reflect the behavioral, normative, and personal agency beliefs that were significant in predicting intention. Groups discussed the meaning of the beliefs that were significant and brainstormed messages around the issue. For example two beliefs: (if culture is against MC(efficacy belief)) and (community leaders encourage (normative belief)) and one affect item (healthy/unhealthy) were combined into a message: the chief knows, it is not about culture, it is about your health. Study investigators also went back to the original coded transcripts, and distilled some of the language used by participants to describe positive and negative attributes of MC that were significant in the quantitative analyses and used these in messages. Over 200 messages were created in this manner. Groups were then asked to brainstorm images that may go with the messages. | ||||
| Results / Comments: A coding scheme was developed. All 200 messages were coded on which statistically significant IBM beliefs they targeted. Messages that targeted more, rather than fewer beliefs, were then selected for the poster design phase. In all, 28 unique posters were created. Four posters incorporating messages from current MC campaigns were also created as distracter posters. In addition, 28 messages without images were also selected for further testing. Four distracter messages from other international MC campaigns also selected. | ||||
| Discussion: The next step was to take the 32 posters and 32 messages (including distracters) and test them for appeal, recall, and the ability to shift attitudes, norms and personal agency. Messages were tested with University of Zimbabwe students, who fit into the target age group. Results will be presented in the next paper. | ||||
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