KUKU

KU ScholarWorks

  • myKU
  • Email
  • Enroll & Pay
  • KU Directory
    • Login
    View Item 
    •   KU ScholarWorks
    • Dissertations and Theses
    • Dissertations
    • View Item
    •   KU ScholarWorks
    • Dissertations and Theses
    • Dissertations
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    What makes some campaigns more effective than others?: An analysis of three mass media PSI HIV/AIDS campaigns in Kenya.

    Thumbnail
    View/Open
    Mabachi_ku_0099D_10081_DATA_1.pdf (3.332Mb)
    Issue Date
    2008-12-15
    Author
    Mabachi, Natabhona Marianne
    Publisher
    University of Kansas
    Format
    170 pages
    Type
    Dissertation
    Degree Level
    Ph.D.
    Discipline
    Communication Studies
    Rights
    This item is protected by copyright and unless otherwise specified the copyright of this thesis/dissertation is held by the author.
    Metadata
    Show full item record
    Abstract
    This study included interviews with campaign planners at a major social marketing organization in Kenya and an examination of three comprehensive HIV/AIDS health campaigns produced by the planners. Thematic and qualitative content analysis of these data addressed three research questions: (1) To what extent did the campaign creators consider health behavior change models, socio-cultural, and group identity concerns of their target audiences when designing the health campaigns? (2) To what extent did the campaigns reflect the major principles of campaign design? And (3) to what extent did the themes in the campaigns reflect the socio-cultural and group identity concerns of the target audiences? Results indicated that the planners did not formally consider theory or socio-cultural and group identity concerns that are important in collectivist African societies like Kenya. The campaigns fit the planners' goals of avoiding fear appeals, considering barriers and benefits to behavior change, providing a sense of self-efficacy, and appealing to subjective norms. Several principles of effective campaign design were also identified. However, thematic analysis of the campaigns revealed the presence of cultural beliefs/practices (e.g., gender norms) that can be barriers to behavior change. These results suggest that the campaigns would have benefited from formal attention to structural and cultural factors that may have served as barriers to adoption of the targeted behavior. Accordingly, the discussion focuses on a polymorphic approach to health behavior change theory that would ensure full consideration of these factors. An ecological approach to campaign analysis is outlined as a model for future research on health communication campaigns.
    URI
    http://hdl.handle.net/1808/5333
    Collections
    • Communication Studies Dissertations and Theses [275]
    • Dissertations [4474]

    Items in KU ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.


    We want to hear from you! Please share your stories about how Open Access to this item benefits YOU.


    Contact KU ScholarWorks
    785-864-8983
    KU Libraries
    1425 Jayhawk Blvd
    Lawrence, KS 66045
    785-864-8983

    KU Libraries
    1425 Jayhawk Blvd
    Lawrence, KS 66045
    Image Credits
     

     

    Browse

    All of KU ScholarWorksCommunities & CollectionsThis Collection

    My Account

    LoginRegister

    Statistics

    View Usage Statistics

    Contact KU ScholarWorks
    785-864-8983
    KU Libraries
    1425 Jayhawk Blvd
    Lawrence, KS 66045
    785-864-8983

    KU Libraries
    1425 Jayhawk Blvd
    Lawrence, KS 66045
    Image Credits
     

     

    The University of Kansas
      Contact KU ScholarWorks
    Lawrence, KS | Maps
     
    • Academics
    • Admission
    • Alumni
    • Athletics
    • Campuses
    • Giving
    • Jobs

    The University of Kansas prohibits discrimination on the basis of race, color, ethnicity, religion, sex, national origin, age, ancestry, disability, status as a veteran, sexual orientation, marital status, parental status, gender identity, gender expression and genetic information in the University’s programs and activities. The following person has been designated to handle inquiries regarding the non-discrimination policies: Director of the Office of Institutional Opportunity and Access, IOA@ku.edu, 1246 W. Campus Road, Room 153A, Lawrence, KS, 66045, (785)864-6414, 711 TTY.

     Contact KU
    Lawrence, KS | Maps