- Public health messaging played a critical role at the onset of COVID-19-not only in alleviating anxieties but also in understanding and adopting of preventive measures, a study has revealed.
According to a study titled ‘assessing the reception and application of COVID-19 Community health messaging in two large diverse urban settlements in Nairobi: a case of Kibra and Nyayo estate Nairobi,’ majority of people 98.71 percent of the population received information from at least one of the mainstream media used to transmit Covid-19 safety protocols messaging but adherence to those messages differed because of several barriers.
According to the study, an average of 86.68 percent of respondents reported having adhered to five key WHO COVID-19 Community health messages of frequent handwashing with soap, wearing masks, keeping social distance, staying at home, and sanitizing on covid mitigation.
“Despite the majority of residents of Kibra and Nyayo having access to the messaging the study revealed that poverty, lack of jobs, lack of access to media, constant electricity interruptions, and or lack of electricity connection, and those living in crowded places could not follow the Covid-19 safety protocols as they were unable to adhere to social distancing especially people living in Kibra.”
“It adds that others could not afford sanitizers, face masks, therefore relied on donations from government and other NGOs,” James Wodera a communication expert from KEMRI revealed in his presentation.
The study recommended the use of simple language, guidelines translation to various local languages, use of popular media channels like T.V, Radio, and SMS when undertaking a similar campaign as they positively influenced messages uptake.
Adherence to the key safety health protocols was higher in Nyayo estate than Kibra.
“In terms of adherence, more females adhered to guidelines than males,” Wodera said.
The study revealed that Television (T.V) was the most preferable medium of information in urban settings.
T.V, Radio and Android phones were the most suitable media for disseminating behavior change messages among women.
“Frequency enhanced reception and therefore contributed to adherence to some extent,” Wodera said.
Methodology
The study used a mixed methods approach; both qualitative and quantitative data collection method was used to assess behavior in response to the Covid-19 health messages.
Interviews, desk reviews, and direct observations checklist were used to assess the behavior in response to the messages.
Eight EDIs were done, 4 each in Kibra and Nyayo estates. 339 Kibra and 147 Nyayo participants were interviewed.
Thematic analysis was applied using relevant computer software and qualitative data was presented using tables while qualitative information was presented in a descriptive format.
Results
T.V was the most accessed at 78.68 percent followed by Radio at 78.13 percent.
T.V was followed more by those in formal employment. Respondents from Nyayo reported having more 92.27 percent of T.V compared to 71.79 percent in Kibra.
Respondents from Nyayo had more access to android phones than those in Kibra.
More males than females accessed newspapers and access to newspapers were higher in Nyayo estate than Kibra.
The study was done by James Wodera, Davis Mkoji and Veronica Manduku of KEMRI and Vincent Moshi (PTBiKenya) and Tervil Okoko of Numbers Africa.
The study was conducted in 2020.
