ICAR Research Data Repository for Knowledge Management

Designing the concept for a social marketing activity requires familiarity with the target audience and the context in which behavior change takes place. Currently, there is no qualitative data on the dynamics of multiple concurrent sexual relationships in Kenya. The purpose of this study is to provide information that can be used to develop the message and, potentially, the new campaign personality for follow-on to the current campaign.

PSI-Kenya intends to use findings from the F
oQus on Concept Development to determine the appropriateness of continuing the “Mpango wa kando” branded campaign, to determine if new emotional hooks are indicated, and to identify the key determinants of MCP and the competing behavior (faithfulness or partner reduction) in the target group; which can be applied to the next generation of the MCP campaign. Future executions of the campaign will utilize the same media currently employed.