Abstract:
Media use in communicating health issues is gaining prominence in Kenya’s Public
Participation programs. This study sought strategies to pass information to Keiyo men
on the need to combat the spread of HIV/AIDS in Keiyo South Sub County. The
overarching question was: What media strategies would be used to facilitate the men in
Keiyo South to respond positively to HIV/AIDS testing? The study was guided by three
objectives: to find out the awareness and reception levels of media strategies towards
HIV/AIDS testing among men in Keiyo South; to investigate the specific media
strategies and channels used to influence the men’s behavior change; and to establish
the appropriate types of media that could be used to upscale male participation in
HIV/AIDS testing services. This was a Quasi-Qualitative study that was anchored on
Theory of Reasoned Action (TRA) supported by the Selective Theory. The study used
Purposive and Snow-balling sampling techniques to obtain a sample size of 115
respondents consisting of men aged 18-49 years from a target population of 25,215 in
Keiyo South Sub County. Data was collected using Observation Schedule, Focused
Group Discussions (FGDs), and Interview. Data was analyzed using theme and
subtheme content coding clusters. The study findings were; the effectiveness of radio
through content programming, strategic campaigns, advocacy and lobbying in creating
awareness among men, that men are more prone to listening to radios, watching
television or video documentaries. The study concludes that there should be use of
specific media focused on capturing audience attention and careful use of some specific
media to campaign and lobby with a clear goal. The study recommends that behavior
change for responsible and accountable health regarding HIV/AIDS testing should be
undertaken by the government and its partners for a large -scale achievement.
Organizations such as the National AIDS Control Council, AMPATH Kenya and other
non-governmental institutions dealing with HIV testing should come up with the right
media strategies to achieve more effective media campaign towards large scale
HIV/AIDS testing services.
