Hiv Communication in Kenya: An Assessment of University Students’ Perception of and Compliance with Chukua Selfie Campaign

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dc.contributor.authorKiptim, Joy Jepchirchir
dc.date.accessioned2024-07-17T12:50:46Z
dc.date.available2024-07-17T12:50:46Z
dc.date.issued2023-10
dc.descriptionMASTER OF ART In Communication
dc.description.abstractThe purpose of this study was to assess the perception of and compliance with Chukua Selfie Campaign among university students in Kenya. The Chukua Selfie Campaign was a nation-wide multimedia campaign in Kenya implemented between March 2019 and December 2020 with the goal of driving uptake of HIVST. This study specifically sought to find out exposure to Chukua Selfie Campaign among university students, to evaluate university students’ perception of the Chukua Selfie HIV communication and to assess university students compliance with Chukua Selfie Campaign messaging. The target population in this quantitative study were 18 -24 years old university students living in Nairobi. Using cluster sampling techniques 103 university students from Strathmore University and the University of Nairobi were involved in this survey research study. Using questionnaires as a study tool, data was collected via Google forms a and the resulting data analysed on SPSS. This study was anchored on the Social Cognitive Theory and the Diffusion of Innovation theory. Based on the study findings there was a 51% exposure of the campaign among the study target audience. Television, YouTube and Instagram were the top three channels on which study participants were exposed to the campaign. Of those who saw the campaign only 37.9% understood the campaign as a HIVST campaign. There was generally a positive perception of the campaign when it came to engagement, celebrity endorsements, importance, relevance of campaign information, and ease in comprehension. There was a 56% uptake of HIVST post exposure and reportedly a clear correlation between uptake of HIVST and understanding of the campaign messages. Based on this study the researcher recommended proper research by campaign implementors on the communication channels used during campaigns, simplification of campaign messages to promote ease in understanding and better evaluation metrics of campaign success beyond social media metrics when reporting on the impact of health communications campaigns.
dc.description.sponsorshipSchool of Communication of Daystar University
dc.identifier.citationKiptim, J. J., (2023). Hiv Communication in Kenya: An Assessment of University Students’ Perception of and Compliance with Chukua Selfie Campaign:
dc.identifier.urihttps://repository.daystar.ac.ke/handle/123456789/4739
dc.language.isoen
dc.publisherDaystar University, School of Communication
dc.subjectHiv
dc.subjectChukua Selfie Campaign
dc.subjectUniversity Students’
dc.titleHiv Communication in Kenya: An Assessment of University Students’ Perception of and Compliance with Chukua Selfie Campaign
dc.typeThesis

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