The Tanzania Capacity and Communication Project (TCCP) tracked audience exposure to the campaign through quarterly national omnibus surveys. Findings revealed that exposure to the campaign was 68.5% at its height and 33.4% at its low (Figure 1). Those living in urban areas were consistently significantly more likely to be exposed that those in rural areas. Men and women were equally likely to be exposed to the campaign. Younger audiences were most likely to have seen or heard the campaign.
Importantly, between 23.8% and 41.4% of exposed respondents reported discussing the campaign with someone (Figure 2), and between 18.5% and 36.0% of respondents reported behavior change as a result of seeing or hearing the campaign (Figure 3).
Figure 1. Tuko wangapi? Tulizana radio media buy and reported audience exposure.
Figure 2. Proportion of exposed respondents who discussed Tuko Wangapi? Tulizana with someone.
*These questions were not asked in the July 2012 or October 2013 surveys
Figure 3. Proportion of exposed respondents who reported behavior change as a result of Tuko Wangapi? Tulizana.
Tuko Wangapi? Tulizana’s social media presence grew, with 76,327 likes on Tuko Wangapi? Tulizana Facebook page after a year. The majority of its fans (76%) were male, and almost all (97.8%) were located in Tanzania.
TCCP conducted a national, household-based, cross-sectional project midline survey in April 2014 to evaluate the impact of its activities thus far. The survey showed that exposure to Tuko Wangapi? Tulizana was significantly associated with:
- An increase in HIV prevention knowledge.
- A reduction in the “sexual attitudes score,” indicating an increased belief that one could be satisfied by one sexual partner.
- An increase in communication about sexual risk behavior.
- Improved sexual protection self-efficacy.
- Improved attitudes towards condoms.
- Increased likelihood of discussing HIV testing with their partners, ever having been tested for HIV, and using a condom at last sex with their primary partner.
The campaign demonstrated its effectiveness through audience-initiated adaptations of the campaign. The campaign was rooted in local ownership, through encouraging audience-generated solutions and commissioning local professionals, and ownership of the campaign was given to national policy makers and public health officials. The implementation of Tuko Wangapi? Tulizana also resulted in significant insights for future programming, such as the importance of creating strong linkages between demand creation and referral to health services. Tuko Wangapi? Tulizana was able to demonstrate this through referrals to health services and partnerships with service providers in its community resource kit, institution of higher learning initiatives, and community-wide events.