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

  • 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

Downloads

Download data is not yet available.

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.

References

Adeokun, L., Mantell, J.E, & Weiss, E. (2003) Promoting dual protection in family planning clinics in Ibadan, Nigeria. International Family Planning Perspectives 28(2):87-95.

Andreasen, A. (2006) Social Marketing in the 21st century. London: Sage

Bessinger, R., Katende, C. & Gupta. N. (2004) Multi media campaign exposure effects on knowledge and use of condoms for STI and HIV prevention in Uganda. Evaluation and program planning, 27 (4) 397- 407

Bryant, C. (2010), Social Marketing in Public Health In J. Coreil (Ed.), Social and Behavioral Foundations of Public Health. Thousand Oaks, CA: Sage.

Chang, C. T. (2007) Health-care product advertising: The influences of message framing and perceived product characteristics Journal of psychology and marketing 24(2) Doi:10.1002/mar.20156

Cheng, T. & Woon, D. (2010) Message frame and threat in the social marketing of sustainable behavior for youth; University of Waterloo

Coleman, C. (1993). Influence of mass media and interpersonal communication on societal and personal risk judgments. Communication Research. 20(4):611-628.

Dilliard, J., P. & Nabi, R., L. (2006) The persuasive influence of emotion in cancer prevention and detection messages. Journal of communications 560021 – 9916. Doi:10.1111/j.1460- 2466.00286.

Draft Rwanda National Policy on Condoms (Feb, 2006) Kigali

Goldstein, S., Usdin, S., Scheepers, E. & Japhet, G. (2005) Communicating HIV and AIDS, what works? A report on the impact evaluation of Soul City fourth series. Journal of Health Communication, 10(5) 465 – 483

Harris, A., Parke, A. & Griffiths M. D. (2016) The case for using personally relevant and emotionally stimulating gambling messages as a gambling harm minimization strategy. International Journal of mental health addiction. Doi 10.1007/s11469 -016 – 9698 – 7

Hirose, H., Ishizuka, T., Tsuchida, S., SawazakI, Y. (July, 1996). The exposure of AIDS communication from mass media on citizens of Tokyo metropolis. XI Int. Conf.AIDS. [abstract MoD1826], Vancouver. July 7-12

Hyndman, R.J. (2008). Encouraging Replication and Reproducible Research. International Journal of Forecasting 26(1): 2-3

Kothari, C. (2004). Research Methodology: Methods & Techniques, 2nd ed. New age International Publishers, New Delhi, India

Lee & Kotler (2011) Social marketing: Defining social marketing in: Influencing behavior for Good.

Lefebvre, R. C. (2011) An integrative model for social marketing: Journal of Social Marketing, 1 (1)54 – 72 Available at: http://dx.doi.org/10.1108/20426761111104437

Meyers-Levy, J. & Maheswaran, D. (2001) Message framing effects on product judgment. New York University

O’Sullivan, G.A., Yonkler, J.A, Morgan, W. & Merrit, A.P. (2003) A field guide to designing a health communication strategy, Baltmore, M.DJohns Hopkins Bloomberg School of Public Health.

Pallant, J. (2005). SPSS survival manual: A step by step guide to data analysis using SPSS for Windows (Version 12) Sydney: Allen & Unwin

Perese, L., Bellringer, M. & Abbott, M. (2005) Literature review to inform social marketing objectives and approaches, and behavior change indicators, to prevent and minimize gambling harm. Wellingtons

Salaamu, P., Tamwesigire, E. & Meinert, L. (1996) AIDS education among adolescents in Uganda: an evaluation of “Straight Talk” media program. XI Int. Conf. AIDS. [abstract PubD1309], Vancouver. July 7-12.

United States Agency for International Development (USAID) n.d Condom social marketing – Rigorous evidence, visual results (USAID)

Wessels, R. Claypool, C., Singh, S., & Praz, V. (July, 1996). Innovative mass media Campaigns key to disseminating AIDS messages. XI Int. Conf. AIDS. [abstract TuD2884],Vancouver. July 7-12

Westoff, C., Bankole, F., & Akinrinola, F. (1997) Mass Media and Reproductive Behavior in Africa, Demographic and Health Surveys, Analytical Reports, No.2, Macro International, Calverton, MD.

World Health Organization (2009) Milestones in Health Promotion - Statements from Global Conferences. Geneva: World Health Organization.

Published
2017-11-07
How to Cite
Mugabe, B., Mberia, H., & Jjjuko, M. (2017). THE INFLUENCE OF SOCIAL MARKETING COMMUNICATION ON CONDOM USE AMONG FEMALE SEX WORKERS IN RWANDA. Journal of Marketing and HR, 6, 356-366. Retrieved from https://scitecresearch.com/journals/index.php/jmhr/article/view/1315
Section
Articles