Media use strategies in upscaling men’s participation in Hiv and Aids Testing in Keiyo South, Elgeyo Marakwet County, Kenya

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.