Assessing Behaviour Change Interventions Through Use Of Peer Edutainment: A Case Study of African Evangelistic Enterprise’s HIV and Aids Project in Nairobi
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Date
2016-05
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Daystar University, School of Communication
Abstract
This study sought to assess behaviour change interventions through use of peer edutainment on urban youth in schools. The objectives of the study were to find out the popularity of edutainment forms, reasons for the popularity and the health messages the audience could recall from the presentations. The edutainment forms assessed during this study included drama, music, debates and poetry. The study population was 3,000 high school students and data was collected from a sample size of 66 students from eight schools using focus group discussions. The researcher used manual analysis of the data through transcribing, reduction, coding, and interpretation and drawing of conclusions from the data. The findings of the research revealed that music was most favoured by participants in line with the components of social learning theory with 44.9% of the respondents agreeing that music was most effective in capturing attention, retaining messages and reproduction of modelled behaviour. The reasons for and against the popularity revolved around the entertainment, participatory and dialogic aspects of the peer edutainment forms which were depicted through lyrics, imagery and language. The findings further showed that 38.8% of the respondents posited that the high entertainment value in drama promoted retention of messages. The research also revealed that the respondents could easily recall messages delivered through music and poetry. The findings pointed out that 82% of the respondents had been positively influenced by HIV and AIDS BCC peer edutainment messages and 71.4% were willing to abstain from sex till marriage following their exposure to health messages delivered, which confirmed edutainment as a popular and a successful means of communicating health messages to the youth in urban schools. This may or may not be the case in rural setting and so a comparative study is recommended for youth in rural schools.
Description
Master of Arts
in Communication
Keywords
Behaviour Change Interventions, Peer Edutainment, African Evangelistic Enterprise’s HIV and Aids Project, Nairobi
Citation
Mwendwa, J. M., (2016). Assessing Behaviour Change Interventions Through Use Of Peer Edutainment: A Case Study of African Evangelistic Enterprise’s HIV and Aids Project in Nairobi. Daystar University, School of Communication