THE INFLUENCE OF SOCIAL MARKETING COMMUNICATION ON CONDOM USE AMONG FEMALE SEX WORKERS IN RWANDA

Butera John Mugabe; Hellen Mberia; Margaret Jjjuko

Butera John Mugabe Jomo Kenyatta University of Agriculture and Technology
Hellen Mberia
Margaret Jjjuko

Keywords: Social Marketing, Communication, Condom, Message framing, Communication channels

Abstract

The study examined the influence of social marketing communication (SMC) on condom use among Female Sex Workers (FSWs) in Rwanda using the case study of Society for Family Health (SFH) Rwanda. The two study objectives included; to examine the effect of message framing on condom use among female sex workers in Rwanda and to assess the influence of communication channels on the use of condoms by female sex workers in Rwanda. The study used a descriptive case study design methodology with purposive and random sampling techniques. A 5 point likert scale questionnaire was utilized for data collection. The data was analyzed by way of SPSS 20 using descriptive analysis and inferential techniques particularly Pearson correlation analysis to determine how variables influenced each other. Findings reveal that message framing strongly and positively influence condom use among FSWs in Rwanda. Thus, the use of positive message framing that focuses on the benefits of condom use among FSWs significantly increases condom use. Communication channels were also found to positively and significantly influence condom use among FSWs in Rwanda particularly the use of peer to peer campaigns and mass media (Radio and TV) . The study recommends among other things that SFH Rwanda further investigates the use of peer to peer approach and social networks as channels for messages on condom use for FSWs.

Keywords: Social Marketing; Communication; Condom; Message framing; Communication channels

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Author Biographies

Butera John Mugabe, Jomo Kenyatta University of Agriculture and Technology

Butera is an experienced Development Manager with excellent critical and analytical skills to recognize and articulate a distinct voice in a number of professional disciplines. He has experience in policy formulation and analysis, advocacy, mass communications including communication for development (C4D), Project Cycle Management (PCM), international relations and diplomacy, media & public relations, development of business model canvases & proposal writing, leadership and people management, and this is not restricted to the written and spoken word.

I am hands on individual with experience working for and implementing projects funded by USAID, Global Fund, US Department of Defense (DOD), Children Investment Fund Foundation, Embassy of Kingdom of Netherlands, UN agencies and New Venture Fund among other donors.

Butera has served as an Acting Executive Director for Scaling Up Nutrition (SUN) Alliance; served as Head, Communication Department, Society for Family Health (SFH) Rwanda; Programs Development Manager, Society for Family Health (SFH) Rwanda; Region Team Leader/Population Services International now SFH; Policy Researcher, Legal and Political Affairs, Ministry of East African Community; Media Policy Expert, Office of the Prime Minister; and now serving as the Head of the Communication and Advocacy Department, Plan International Rwanda.

Butera is also certified Master Trainer in community mobilization and has good command of English and Kinyarwanda both spoken and written, average Kiswahili, and basic French.

In addition, Butera has consulted for different government and non-governmental organization in the afore-mentioned areas of expertise.

Hellen Mberia

Jomo Kenyatta University of Agriculture and Technology Kigali, Rwanda

Margaret Jjjuko

Jomo Kenyatta University of Agriculture and Technology Kigali, Rwanda.

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