Interpretations of Sexual Reproductive Health Campaign Messages: A Study of Wacha “Mpango wa Kando” Campaign in Kenya 

(Bernice Gatere and Charles Ong’ondo)

Abstract

This paper analyses interpretations of health campaign messages, with particular focus on one such campaign in Kenya called the Wacha Mpango wa kando. The study was prompted by the consideration that despite the several campaigns on HIV/AIDS (particularly the much popularised wacha Mpango wa kando), the rate of new infections among married people remained high in Kenya, at around 44% as revealed by recent studies. The specific research question that this paper deals with is:What are the messages and interpretations that emerge from Wacha “Mpango wa Kando” campaigns in relation to Sexual Reproductive Health? The study was justified because despite the long existence of the Wacha “Mpango wa Kando” campaign, there has been no academic research analyzing its efficacy in ameliorating the spread of HIV/AIDS. The study adopted the relativist -constructivist paradigm, qualitative research approach and case study method. Purposive and snowball sampling strategies were applied to identify participants. Data was generated through focused groups’ discussions, in-depth interviews, observation and document analysis. Trustworthiness was ensured through methodological and data source triangulation, member checking and peer review. Ethical standards were upheld through seeking of relevant approvals, informed consent, upholding anonymity and confidentiality of the participants. In brief, the study established that audiences interpreted the messages in varied ways not anticipated by the message designers but guided by their psychological, social and economic realities. From the findings, it can be concluded that packaging of a reproductive health campaign message is a complex communications issue that requires a deeper understanding of the social, cultural and personal circumstances of the target audiences.

Keywords: Communication, Health campaign messages, HIV/Aids

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