Barcelona 2013
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| Abstract #588 - Theory-and evidence based messageing for male circumcision uptake | ||||
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Session: 30.5: 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: Ms. Maryska Valentine - VIZulocity, 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. Uptake has been low with less than 10% of target group men having been circumcised. The current communication campaign strategy focused on raising awareness and the benefits of MC in HIV prevention has failed to encourage men to get circumcised at the rates the Ministry of Health had expected. There is clearly a need for more effective MC communication strategies to motivate men to get circumcised. The Integrated Behavioral Model (IBM) provided the theoretic framework for a study to identify, understand and explain factors affecting motivation for MC. Results provided the basis for evidence-based messages. In this abstract we describe the design aspects for turning the research results into posters created. | ||||
| Method / Issue: Messages based on the research results and targeting IBM constructs of experiential and instrumental attitude; injunctive and descriptive norm; and self efficacy and perceived control were developed. After messages were developed, they were coded and 28 messages were selected (e.g. get circumcised, you and your partner will be healthier and happier; I did it, my son did it, 26,000 men did it last year, so should you). A professional designer next worked to create posters reflecting the messages that resonated with the target audience and were rooted in the research results. The designer was familiar with Zimbabwean culture and participated in group discussions with young men. The poster design process consisted of multiple steps beginning with researching: 1) health educational and MC campaigns that have failed; 2) marketing campaigns for other products and services that were successful and fit the desired style of message delivery; and 3) colors and popular design styles in Zimbabwe. All current Zimbabwe MC campaign posters were also reviewed for messages and design. Evidence-based messages and images were then brainstormed. A young male advisory group was brought into the discussion to review messages and images. Research results were presented to them. Young men provided additional ideas for messages they thought might work. Finally, posters based on this formative research and feedback were developed. Each poster included one evidence-based message, and all posters included information about the HIV and STI protective effects of MC, and information on how to access MC services, the fact that MCs are free to men, and MC Center location and hours. | ||||
| Results / Comments: In all, 28 unique posters with evidence-based messages were created. Four posters incorporating messages from current MC campaigns were also created as comparative posters. | ||||
| Discussion: The final step in the design phase was to take the 32 posters and test them for appeal, recall, and the ability to shift attitudes, norms and personal agency. Messages were tested in a study with University of Zimbabwe students, who fit into the target age group. Results will be presented in the next paper. | ||||
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