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Dina L.G. Borzekowski, Ed.D Johns Hopkins Bloomberg School of Public Health Pauline Anyango M & E Consultant and Co

The Project Ignite Campaign SHUGA. Dina L.G. Borzekowski, Ed.D Johns Hopkins Bloomberg School of Public Health Pauline Anyango M & E Consultant and Coordinator, dance4life Kenya. Acknowledgements. Purpose of Campaign. Pilot test a campaign. The campaign’s goals included:

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Dina L.G. Borzekowski, Ed.D Johns Hopkins Bloomberg School of Public Health Pauline Anyango M & E Consultant and Co

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  1. The Project Ignite Campaign SHUGA Dina L.G. Borzekowski, Ed.D Johns Hopkins Bloomberg School of Public HealthPauline AnyangoM & E Consultant and Coordinator, dance4life Kenya

  2. Acknowledgements

  3. Purpose of Campaign Pilot test a campaign. The campaign’s goals included: Encouraging youth to have healthy sexual behaviors Challenging stigma and discrimination around HIV/AIDS Serving as a platform for interactivity and follow up above and beyond the TV drama.

  4. Purpose of the Evaluation Guided by the Theory of Planned Behavior, this study monitored and evaluated the Project Ignite Campaign in several countries. • Were youth, ages 15 to 24, even aware of the campaign? • How did those who were aware compare to those who were not aware? • Among those who were aware, what did they remember and think about the campaign? • What was the impact of the campaign?

  5. Methodology Two approaches in Nairobi, Kenya. Panel Study (N=1002) Viewer Group Study (N=102) Measures included: demographics, media use, and sexual behaviors, attitudes, and intentions.

  6. Shuga

  7. Results Cont……

  8. Discussion Solid findings about a successful health communication campaign. • Youth remembered details; they also liked and found the material realistic. • Where the viewing experience was controlled, there were observed changes associated with campaign perceptions, related to intentions around HIV testing and concurrent sexual relationships. • Exposure and perceptions of the materials were related to changes in attitudes around PLWA.

  9. Suggested Topics • Comprehensive Care and Treatment among PLWHIV. • Incorporate current issues related to unemployment and political instability. • Male norms and behaviors and how they influence the high infections. • Alcohol/substance issues. • Gender-based violence. • Children’s rights.

  10. Lessons Learned Strengths: • Local researchers. • Measures of high reliability and validity. • Similar patterns across countries and approaches. Limitations: • No measure of behavior change.

  11. Recommendations • Have more airtime, especially during weekends. • Use the Shuga popularity in a timely manner to promote the program and Shuga II. • Carefully use mobile technology and social networks (i.e., Twitter, Facebook) to reach out to youth. • Have more promotional events and offer Shuga prizes (i.e., t-shirts). • Launch the program simultaneously in various towns to create greater awareness and hype. • Have road shows with the cast to show Shuga in all the 8 provinces of the country. • Involve more young people in the scripting for ideas.

  12. SHUGA The Kenyan Experience

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