Communication strategy effectiveness in hiv i aids awareness and voluntary counselling and testing in kenya

Abstract

Up to 2.2 million Kenyans are infected with HIV/AIDS, 1.5 million have died as a result of AIDS related illness and Kenya has become the custodian of the third highest number of Aids orphans in the world, estimated at 890,000. Among the strategies employed to reverse this trend is empowering people with information on HIV/AIDS to enable them make informed choices. In this endeavor the communication strategy for HIV/AIDS prevention in Kenya has moved a notch higher from the onset of terrifying posters aimed at scaring people away from AIDS. Research findings reveal that media campaigns coupled with expansion of Voluntary Counseling and Testing (VCT) services have led to a widespread change in perception reducing stigma and poor confidence in VCT services. Many youth boast of their HIV/AIDS awareness and involvement with VCT. Mass media is upheld as the most effective channel of the communication strategy for increased HIV/AIDS awareness and voluntary counseling and testing. Radio and television were in particular lauded by a majority. of the respondents confirming findings by the Western World studies that broadcast media played a vital role in communicating HIV / AIDS issues. On the other hand, parents, churches/mosques, institutions of learning and spouses were playing an ignorable role in the communication strategy. The recommendations were that the under 15years age group should be included as a target group in the communication strategy. Mitigation against stigma through advocacy in terms of seminars and workshops, testimonies of the affected and infected aired on channels with wider coverage especially radio, and training of more counselors and peer educators among others were suggested for an improved and effective communication strategy. However, further study of the message content and its influence on the respondents is recommended as not all media messages can be positive. The study employed the Ex Post Facto design and the researcher used random sampling to pick a sample of 333, thus 29 teachers and 304 students of Kenya Polytechnic University College in Nairobi. Survey data was collected through questionnaires administered and non-structured interviews.