A critical analysis of the 2002-2006 ministry of health and population services international (Kenya) communication campaign on malaria

Abstract

This study critically analyzes the 2002-2006 Ministry of Health and Population Services International (Kenya) Communication Campaign on Malaria. The study is a critical analysis of the strategies employed in the campaign. Specifically, the study aims at examining how the campaign was planned and the communication strategies employed. Also, the study identifies and examines the gaps or weaknesses of 2002-2006 Ministry of Health and Population Services International (Kenya) Communication Campaign on Malaria and provides an alternative approach for future Malaria campaigns in the country. The study has utilized both primary and secondary data. It examined the Malaria campaign in the context of four steps of an effective communication campaign which include: Planning and Strategy Development; Developing and Pre-testing Concepts, Messages, and Materials; Implementing the Program; and Assessing Effectiveness and Making Refinements (National Cancer Institute, 2004). The results of the study show some weaknesses of the campaign that could have led to the target of 80 per cent household ownership of Insecticide Treated Nets (ITN), 60 per cent ITN use by childsen.xg years, and 60 per cent ITN use by pregnant women by 2006, not being achieved. I-ns.tead only 48 per cent, 39 per cent and 40 per cent had been achieved respectively, by 2007. Some of the weaknesses include: use of a social marketing approach; inconsistencies in interaction between the partners; findings from the needs assessment failed to utilized effectively; all secondary target audience were not captured, pre testing of messages was not done effectively and the choice of language used for the messages was unsuitable; during the campaign several other activities such as Polio, and Measles vaccinations were on; the duration of the intensive mass media campaign was short; the messages and the activities that were used to pass across the campaign messages were the same for both the primary and secondary audience, and the funds were insufficient. To enhance Malaria communication campaign, communication campaigns should thus shift from merely influencing behavior change to transforming behavior through participation with the goal of attaining empowerment. Communication campaign should not only pay attention to the individual, societal and environmental factors affecting the target audience, but also involve them in the entire campaign. In addition, there is need for collaboration among partners, minimal donor involvement, use a language that relays the right information to the target audience, pre-test all messages with the various segments of the target audience, have independent projects, and appropriate time frames for mass media campaigns.