Pretest of Television Commercials and Radio Spots for the Couple HIV Counseling and Testing Campaign
July 2011
Table of Contents
Background:
Study Objectives:
Pre-test Methodology:
Study Findings:
i)Radio Spots:
Radio Spot One (What Do You Know)
Radio Spot Two (HIV Discordant)
Radio Spot Three (Health Worker)
Radio Spot Four (High Risk HIV Negative)
Radio Spot Five (High Risk HIV Positive)
Radio Spot Six (Low Risk Negative)
ii)Television Commercials (TVCs)
TVC One (What Do You Know?)
TVC Two (Three Easy Steps)
TVC Three (Health Worker)
TVC Four (She Loves Me)
Selection of the Best TVC:
Conclusion and Recommendations:
Background:
In September 2009, HCP together with the Ministry of Health and AIDS Information Centre (AIC) launched the national “Go Together, Know Together” couples HIV counseling and testing (CHCT) campaign in 8 districts. A year after the launch, support supervision teams visited health facilities in these districts to assess campaign successes and challenges. One of the major challenges cited was low male involvement in the campaign. Men were reported to be less responsive to couple HIV testing yet they have an upper hand in as far as decision making is concerned in a family or relationship. As a result, HCP designed a new media campaign targeting men of higher HIV risk perception who are less motivated to escort their partners for HIV testing.
Communication Materials Developed:
Six radio spots and fourEnglish TV commercials (TVCs) were developed with the objective of motivating men to go with their partners for HIV testing. Before finalizing these materials, HCP conducted a pre-test exercise with the goal of seeking views and input of the campaign’s target audiences about each of the developed materials in four districts given that this is a national campaign. One district was purposively selected from each of four regions of Uganda i.e. Kampala, Iganga, Lira and Mbarara for the central, eastern, northern and western regions respectively.
Study Objectives:
The objectives of the pre-test exercise were to:
- Find out if the target audiences would easily understand the messages contained in the materials developed.
- Establish whether the target audience related to the materials developed.
- Establish whether there was anything offensive or confusing in the messages.
- Collect feedback about likes, dislikes and possible suggestions for improving the messages in the materials.
Pre-test Methodology:
Eight focus group discussions (FGDs), each comprising of 8–12 respondents were conducted covering the four districts of Kampala, Iganga, Gulu, and Mbarara. The target audiences for the pre-test exercise were men and women aged 20-44 years who are currently in heterosexual relationships. The FGD respondents were selected by local mobilizers with the help of staff from AIC branches in the different districts. Male and female respondents were interviewed separately in their focus groups.
The FGDs were conducted by a mixture of male and female graduate research assistants who were recruited from a pool normally used by HCP. They underwent a half day training workshop where they were oriented about the male involvement campaign, materials developed, tools that were to be used in the pre-test exercise as well as report writing tips.
Selection and screening of FGD respondents:
HCP worked with staff of AIC branches in each of the districts to identify local mobilizers who in turn identified FGD respondents. They mobilized FGD participants with the following characteristics:
- Adult men and women aged between 20 – 44 years currently in relationshipsand have not tested for HIV.
- Literate (can speak, read and write) in English because the TVCs and radio spots were preteted in English.
- Not leaders of any psycho- social support group or post test club.
- Not HIV peer educators, expert clients or health educators.
The screening criteria was sent out to the identified mobilizers before identification of FGD respondents. Research Assistants screened the mobilized respondents for the above characteristics before the start of the focus groups so that those who did not qualify did not participate in the FGDs.
Focus Groups Discussions:
The focus groups were organized as follows:
District / Type of FGD / No. of FGDs / No. of RespondentsKampala / Males aged 20-30 yrs / 2 / 24
Females aged 30-34 yrs
Gulu / Females (20-30 yrs) / 2 / 24
Males (30-44 yrs)
Mbarara / Females (20–30 yrs) / 2 / 24
Males (30-44 yrs)
Iganga / Females (30-44 yrs) / 2 / 24
Males (20-30 yrs)
Total / 08 / 96
Focus Group Venues:
The local mobilizers with the help of AIC staff in each of the districts were tasked with identifying and hiring venues for FGDs. The selected venues for the FGDs were within the locality of where the FGD respondents live, devoid of interruptions and private enough to allow people to express their opinions without fear.
Study Findings:
i)Radio Spots:
Radio Spot One(What Do You Know)
Interpretation and Description:
Majority of respondents in all districts said that some menwere discussing about sports and they knew the personalities of David Beckham, Usain Bolt and David Akii bua but were unsure about their own HIV status and thatof their partners. Respondents also added that while many men know many things surrounding them, there are few who their own HIV statusand that of their partners hence the need to test together. This clearly indicates that they understood what the radio spot was all about.
Main Message in the Radio Spot:
Most respondents said that the main message in the radio spot was that knowing your HIV status and that of your partner(s) was one of the most important things in life that men should know apart from sports. A few respondents said that the message was that men should learn to know and talk about health issues as much as they discuss sports.
“The main message is that for men, HIV testing with your partner is as important as knowing all the sports details”(Female respondent, Mbarara)
“The main message is that it is good to know about sports and other topics but it is even better when you know about your HIV status and that of your partner” (Male respondent, Kampala)
Target Audience.
Sexually active people including the unmarried were mentioned as the target audience for the radio spot by most respondents. However male respondents in Jinja said that the radio spot was meant for men in relationships basedon the fact that only male voices were used and sports topics mainly dominate men’s talk. Respondents in Gulu thought that the message in the spot was targeting educated and urban youth because they are the ones who know more and desire to know more about sports.
This is for men; they are the ones who like football and sports generally” (Male respondent, Jinja)
Call to Action:
All respondents perceived the radio spot to be telling men to go with their partners for HIV tesing.Male participants said that the message was telling them to prioritize knowledge of their HIV status and that of their partners instead of only concentrating on sports. The respondents in all the districts found the message in this radio spot convincing and they felt that it would be effective in encouraging men to go and test with their partners.
All respondents liked the radio spot based on the fact that it had men who were very informed about sports but unaware about their status and that of their partners. After playing the radio spot many respondents laughed at how men tend to know details about sports but have no clue about their health yet it matters most. Female respondents in Jinja noted that it was high time that HIV messages targeted men because they most times unaware of their HIV status.Overall the radio spot was considered to be very clear and precise.
Radio Spot Two(HIV Discordant)
Interpretation and Description:
Majorityof the respondents mentioned that the radio spot was talking about a couple who went for HIV testing and one of them tested positive and the other was negative. They also noted that the radio spot was highlighting the advantages of couple HIV testing.
Main Message in the Radio Spot:
Majority of the respondents said the main message in the radio spot was that it was possible for a couple to be HIV discordant and there are ways in which the HIV positive person can protect their partner and baby from acquiring the virus.
“What is clear to me is that a couple can test and one of them turns out HIV positive. The one who is positive can protect the negative partner” (Female respondent, Kampala)
Target Audience:
The radio spot was perceived to be targeting married and the cohabiting couples. However respondents from Mbarara added that it was necessary for unmarried sexually active young adults to go with their partners for HIV testing.
Call to Action:
Most respondents said that the radio spot was encouraging them to go for HIV testing with their partners so that if the results turned out positive, the counselor would support them to cope with their results.
“This radio spot is telling me to go with my partner to go together for HIV testing so that if the results are positive the counselor can guide us” (Female respondent, Kampala)
Suggested Improvements:
While both male and female respondents found the radio spot clear and easy to understand, females in Kampala proposed that it should be translated into local languages for many people to especially in rural areas to understand it better. A few male respondents (3) in Kampala suggested that more information should be given about what is done when a couple tests HIV discordant.
Radio Spot Three (Health Worker)
Interpretation and Description:
All respondents described the radio spot to be about Dr. Walusimbi a medical practitioner with 10 years experience who is appealing to fellow men to lead the way by testing for HIV with their partners. Male respondents from Mbarara also pointed out that the doctor talked about the reasons why couples should test together for HIV and what to do in case the results turned out to be positive.
Main Message in the Radio Spot:
Majority of the respondents in the four districts said the main message in the radio spot was that men should lead the way in testing for HIV in order to know their status, protect themselves if negative or seek early treatment when positive and prevent MTCT. Female respondents from Iganga added that there are ways in which an HIV positive person can protect their partner and baby from acquiring the virus.
“For me the main message I picked from the radio spot is that even if one of the partners is HIV positive they can protect their lovers and babies”(Female Respondent, Iganga)
Target Audience:
Married and cohabiting couples, the youth and other couples with unknown HIV status were identified as the target audience for the radio spots by the respondents.
Call to Action:
Majority of the respondents said the radio spot was urging men to go with their partners for HIV testing and highlighted the benefits of couple testing. It also talked about how to live positively with HIV.The messages were found to be clear and unoffensive.
“The Doctor is encouraging us men to go with our partners for HIV testing because of the many advantages involved” (Male Respondent, Gulu)
Suggested Improvements:
Respondents in Kampala suggested that the radio spot should only be translated into several local languages so that it is easily understood by the out of school people.
Radio Spot Four(High Risk HIV Negative)
Description and Interpretation:
All respondents said theradio spot depicted a man who decided to test for HIV with the partner having realized that he had been engaged in extra marital relationships and was exposed to high risk of HIV acquisition. He went ahead to test with the partner but the results were negative. Male respondents from Gulu further said that the man was thankful to God that he was HIV negative and vowed to be faithful to his partner from then on
Main Message in the Radio Spot:
The main message that respondents got from the radio spot is that testing for HIV is the only way of confirming one`s status. Male respondents in Mbarara also added that testing for HIV with your partner builds trust, respect and promotes behavior change.
“Even if you have been reckless with your life the only way of proving your HIV status is by testing for HIV”(Male Respondent, Iganga)
Target Audience:
Majority of the respondents said that the message was meant for all couples but especially to men since their peer was the one narrating his ordeal. Other respondents mentioned that the radio spot was meant for people who feared to test for HIV because of having indulged in risky sexual practices. The radio spot was found to be clear and not offensive.
Call to Action:
When the respondents were asked to identify what they were being asked to do in the spot, the majority of the respondents mentioned that they were being asked to not fear even if they have had a past where they have messed a lot. They added that the spot was asking them to make sure that they test with their partner because that is the only way that they can get to know their HIV status. The respondents also added that the spot was communicating that after finding that they are HIV negative it is important to remain faithful to their partner and protect themselves from acquiring the virus. The messages were found to be clear and not offensive.
Radio Spot Five(High Risk HIV Positive)
Descriptionand Interpretation:
Both males and females respondents described the radio spot to be talking about a couple who went for an HIV test together and found out they were HIV positive. The gentleman was worried because he had been with other partners before meeting his wife. Other respondents added that the couple loved each other and were willing to stay together despite the fact that they were HIV positive. Respondents understood the radio spot to imply that even if a couple tests HIV positive it is very important for them to stick together and support each other.
Target Audience:
Respondents had varied views about the target audience for the radio spot with females in Kampala, Gulu and both sexes in Iganga saying that the radio spot was meant for HIV positive couples. Males in all districts except Iganga and females in Mbarara said that the radio spot was targeting men involved in risky sexual behaviors and unaware about their sero status and that of their partners. Female respondents in Jinja and Gulu also observed that the radio spot was meant for men since they are more likely to have multiple and concurrent sexual partnerships that increase the risk of HIV acquisition.
Call for Action:
Most respondents said the radio spot calls upon men in relationships to test for HIV with their partners so that even if the results turn out to be positive they are supported by the counselor to live positively. Otherrespondents thought the radio spot was cautioning men to remain faithful to their partners and to love and support each other after discovering that they are HIV positive.
Suggested Improvements:
Respondents generally agreed that that the radio spot was clear enough and would not warrant any major changes. They however emphasized the importance of translating the messages into local languages to make sure that there are more people benefiting from the messages.
Radio Spot Six(Low Risk Negative)
Interpretation and Description:
The respondents described theradio spot to be portraying a responsible man who cared about his partner and therefore decided to test for HIV with her. The results turned out to be negative thereby strengthening their bond. The respondents further interpreted the message to be emphasizing the need to for couples to go together even if they have been faithful to each other.
Target Audience:
Majorityof the respondents said the radio spot was targeting all sexually active people in unmarried cohabiting and married relationships. Female respondents in Jinja added that the radio spot was encouraging men to go with their partners to test for HIV even if they have been faithful to each other. The messages were found to be clear and not offensive.