Kenya National Malaria Communication Strategy 2010-2013

This 51-page document outlines Kenya's National Malaria Communication Strategy 2010-2013 and was produced to give strategic guidance to the development, implementation, and monitoring and evaluation of communication related to malaria prevention and control interventions. The strategy provides a planning framework designed to define communication and behaviour change objectives, key groups to be reached, messages, channels, and communication interventions at different levels. According to the strategy, key behaviour change strategies include early diagnosis and treatment seeking, early attendance of antenatal care and uptake of intermittent preventive treatment (IPTp) by pregnant women, and consistent use of long lasting insecticidal nets (LLINs) and indoor residual spraying (IRS). The strategy places importance on increasing understanding and awareness among communities of the benefits of malaria prevention and treatment, while addressing barriers to community level.

The strategy uses an advocacy, communication, and social mobilisation (ACSM) model designed to bring the three components together to bring about sustainable social and individual behaviour change. The strategy is aligned to the objectives of the National Malaria Strategy 2009-2017 and is designed to supports their achievement through the following approaches:

• communication to build on current high levels of knowledge about malaria prevention, as well as create awareness about appropriate case management and health care seeking behaviour, while addressing barriers to change in attitudes and practices identified in the situation analysis;
• advocacy to secure leadership and commitment of stakeholders at all levels, and to strengthen the multi-sectoral response to malaria control;
• social mobilisation to ensure local communities' participation in malaria control initiatives and continued public education;
• communication to support the launch and implementation of the Affordable Medicines for Malaria (AMFm) facility.

A needs assessment revealed that while knowledge and awareness of malaria, its causes, and consequences were high among the populations living in malaria zones, practice of the key protective behaviours promoted by the Malaria Control Programme was not as widespread. The choice of communication activities and key messages is therefore informed primarily by the Health Belief Model, which recognises and addresses people's perceptions of disease threat, and the recommended behaviour for preventing the problem.

The key messages identified will be delivered through the following strategies.

Information, education, and communication (IEC)

According to this document, IEC activities not only raise awareness and knowledge, but can also change attitudes and move people to a new behaviour, to continue an existing positive behaviour, or to adopt a new innovation. IEC activities will be used to improve the flow of information on prevention to key audiences, raise awareness and knowledge on symptom recognition, and to reinforce positive behaviour in treatment-seeking, timely initiation of treatment, and completion of treatment. Intensive community-based information dissemination and interpersonal communication activities will be implemented in the malaria-prone regions in Kenya. The strategy will also use mass media (local radio, newspapers, and television), and mobile cinema and roadshows. In developing the materials, the Division of Malaria Control (DOMC) will consider, among other factors, cultural appropriateness and literacy levels. Along with mass media, interpersonal sources have been found to be a significant source of information for many. Health providers will be trained and given what are intended to be simple and easy-to-use counselling tools with the key messages on malaria, for use in patient education and counselling. The DOMC will schedule and launch thematic campaigns around specific themes in control, prevention, and treatment, and run these for a reasonable length of time for public education and to further influence the public knowledge and behaviour.

Social mobilisation

Social mobilisation will be used to help create community will and commitment around disease control and prevention through increased discussions and consensus on desired new behaviours within the affected communities. As a first step, the DOMC will conduct a survey to identify appropriate community-based organisations (CBOs) and other networks/groups that it can collaborate with in conducting community mobilisation activities. In each malaria zone, a directory will be set up of organisations and other agencies active in the area, and their current scope in malaria activities. A programme of local activities will then be developed in consultation with the local communities and organisations, and implemented over the three-year period. As stated in the strategy document, it is important to engage community leaders, because they can galvanise their communities to be more involved in and receptive of the programme activities. The DOMC and partners will strengthen existing structures in the community, which include village health committees, local administration, and networks of volunteers. Other activities include community-based interpersonal communication through sensitisation meetings and barazas (a place where public meetings are held) for local leaders and community members; road shows, community theatre and cultural shows; school outreach activities; and home visits by community health workers/volunteers.

Capacity-building of healthcare service providers and medicine vendors

According to this document, training is an important part of health communication to ensure that activity implementers receive the appropriate skills and information. Under this strategy, healthcare service providers, community health workers, and pharmacists/chemists will be trained to increase their knowledge on current malaria preventive and treatment measures and to strengthen their skills in community/client education and counselling. Supportive job aids and information materials will be given to enable them to counsel clients appropriately. The national treatment guidelines will be simplified and translated into local languages, and disseminated to the health staff to understand and use accordingly.

Advocacy

Key messages to policymakers and political leaders will highlight the socio-economic cost of malaria to the country and the challenges and opportunities under the current treatment and management of malaria. The decision makers will be reached and mobilised into action through events and meetings, and through dissemination of advocacy briefs (handouts, presentations, technical papers) that will demonstrate the challenges and opportunities of controlling and managing malaria and how they can participate. At community levels, leaders will be urged to use their positions of power and influence to make malaria a public issue and support recommended prevention and control practices.

Branded communication platform

To increase coordination, visibility, and recognition of the malaria national communication initiatives, these activities will be delivered on a branded platform. According to this document, branding increases visibility and has been demonstrated to have impact on awareness and attitudes.

Continuing communication/behaviour change communication (BCC) research

DOMC will support continuing research to better understand community perspectives around malaria control and prevention practices that impact on the success of the national programme. For instance, the literature review did not reveal any community knowledge, attitudes, and beliefs towards indoor residual spraying and malaria diagnosis through laboratory testing. DOMC will continue to identify researchable issues around malaria and communication, and commission studies on them. This will also include operations research to test innovative ACSM strategies to contribute to the existing knowledge base, as well as evaluations of existing strategies to measure impact.

Click here to download the national strategy in PDF format from the President's Malaria Initiative Special Collection on the C-Hub website.

Click here to access this document as well as other Kenyan Malaria strategy and policy documents on the C-Hub website.