Campaign Phasing

Phase 1:

The Tanzania Capacity and Communication Project (TCCP) and its partners launched the campaign, named Sio kila homa ni malaria (“Not every fever is malaria”), in July 2013. The campaign included five radio spots and one jingle, which TCCP aired on radio stations with the highest national coverage (Clouds FM, TBC taifa, TBC FM, and Radio Free Africa). TCCP also distributed promotional and print materials such as posters, brochures, and t-shirts to place in strategic places. To support community channels, visual aid for volunteers were produced. They covered malaria rapid diagnostic test (mRDT) attributes as well as early heath seeking messages. The campaign was evaluated on a quarterly basis through omnibus survey to check among other things, target audience exposure to campaign messages. In communities, community volunteers used visual aids to support dialogue and discussion that covered mRDT attributes and the importance of early health-seeking behaviors.

By April of 2014, 52.5% of Tanzanians had heard or seen a message on Sio kila homa ni malaria during the previous three months, according to an Omnibus survey. Over 90% of those exposed got the message through radio. Of those, 67% could correctly identify the main message of the campaign to “get tested when you have a fever”, and 40% said they knew they should “get tested when you think you have malaria”. 

Phase 2:

In July of 2014, the campaign was phased out in order to allow a programmatic evaluation to make needed improvements and address identified issues. TCCP conducted a qualitative evaluation during the end of 2014 that provided feedback on the first phase of the campaign, with the intention of using that feedback to make any needed adjustments before launching the second phase of the campaign. The study provided many insights into the knowledge, attitudes and behaviors of campaign audiences.

Respondents cited the additional time needed to go to a health facility and get tested, the added cost of paying for both a visit to a health provider and medication, and skepticism that mRDT results are correct. Some respondents indicated that even when testing negative for malaria, they will still self-treat with malaria medication. Providers indicated that they were also skeptical of the results of mRDTs, given that they sometimes yield different results than a blood smear.

Based on these findings, TCCP worked to refresh the campaign with its partners. The design team decided to drop the issue of mRDT from the campaign and focus messaging on behaviors related to early health seeking, testing, trusting overall test results, and compliance to advice given by providers.

The Not Every Fever Is Malaria campaign retained its name, but developed a new slogan: “Times have changed. Not every fever is malaria. Go and test.”

The design team worked with a creative firm to develop new messages and materials for the campaign. These were reviewed by the MoHSW and finalized after incorporating feedback.

TCCP launched the refreshed campaign in December of 2015.