Interventions and messaging in behaviour change communication response to COVID-19: A qualitative analysis of covid campaign in Kenya coastal counties

Abstract

Effectiveness and compliance to intervention measures that mitigate the spread of COVID-19 has heavily relied on awareness and willingness of the public to adhere to directives. In this study, Behaviour Change Communication (BCC) interventions in response to COVID-19 are analyzed with the aim of identifying opportunities and gaps that can inform on going and future efforts. The study focuses on a BCC campaign rolled out between June and October 2020 in select coastal counties of Kenya by the Ministry of Health. The aim is to establish the communication activities undertaken in the campaign as well as analyse the messaging. The study employs a qualitative approach whereby the campaign materials and related documents are subjected to content analysis. Data gathered shows that several key activities were undertaken before, during and after the campaign. Further, the campaign messaging created awareness instructed and persuaded. The analysis concludes that the dissemination of the IEC materials was largely successful. However, within the scope of this study, the impact of the campaign in improving adherence to COVID-19 protection measures and ultimately reduced positive cases cannot be ascertained.