Department of Language and Communication, University of Malawi, Zomba, Malawi.
Afr J AIDS Res. 2020 Dec;19(4):323-330. doi: 10.2989/16085906.2020.1850482.
"" [We are forward thinkers] is the voluntary male medical circumcision (VMMC) campaign in Malawi that is part of the HIV and AIDS health promotion strategy. In 2012, the government of Malawi and its VMMC stakeholders developed communication strategies to advance the uptake of VMMC using the "Ndife Otsogola" brand to increase uptake of the service among the target population. However, since the campaign was scaled up country wide, the uptake of VMCC remains at 28%, well below the target of 80%. Therefore, this study aimed to evaluate whether the "Ndife Otsogola" brand and its associated communications achieved its intended aim. Data for this study were collected through face-to-face interviews with 25 men aged between18 and 35 years, all of whom were linked to the circumcision services. Data were also collected from five key informants through a self-administered questionnaire. : The "" campaign had limited influence on the uptake of VMMC among men in urban Lilongwe, Malawi. Branding can sometimes obscure the main message that is intended to be conveyed. Target audiences can sometimes fail to link a brand name to the product being promoted, as was the case with "". We recommend that more research be undertaken in Malawi to determine the relevance and influence of the entire VMMC communication strategy.
""（我们是前瞻性思考者）是马拉维的一项男性自愿医学包皮环切（VMMC）运动，是艾滋病毒和艾滋病健康促进战略的一部分。2012 年，马拉维政府及其 VMMC 利益攸关方制定了传播策略，利用“Ndife Otsogola”品牌来推动 VMMC 的普及，以提高目标人群对该服务的接受度。然而，自该运动在全国范围内推广以来，VMMC 的普及率仍为 28%，远低于 80%的目标。因此，本研究旨在评估“Ndife Otsogola”品牌及其相关传播是否达到了预期目标。本研究的数据通过对 25 名年龄在 18 至 35 岁之间的男性进行面对面访谈收集，这些男性都与包皮环切服务有关。还通过自我管理问卷从 5 名关键知情人那里收集了数据。：“”运动对马拉维利隆圭市男性接受 VMMC 的影响有限。品牌有时会掩盖原本意图传达的主要信息。目标受众有时无法将品牌名称与所推广的产品联系起来，就像“”一样。我们建议在马拉维进行更多研究，以确定整个 VMMC 传播策略的相关性和影响力。
