Implementation and Impact
The Tanzania Capacity and Communication Project (TCCP) used a 360-degree approach to implement the campaign. Three types of radio spots were produced: testimonials featuring men who had undergone voluntary medical male circumcision (VMMC) and their partners, static site spots that told audiences when and where services are regularly provided; and campaign spots that aired when outreach campaigns were planned.
Experts were invited to talk about VMMC on TCCP’s Radio Magazine Programs throughout the campaign. TCCP used promotional materials and promoted campaign media coverage. Midway through campaign implementation, Tohara incorporated a radio spot that featured the President of Tanzania discussing the importance of VMMC. This was aired frequently throughout the remainder of the campaign.
Tohara client education brochures and tools supported men considering VMMC. Men who had undergone VMMC received Tohara appointment reminder cards to help them adhere to their post-operative appointment schedule. Outreach and demand generation activities highlighted the names, locations, and hours of clinics where men could access VMMC. All materials were tailored to be region-specific.
Impact and Expansion
According to data from the Ministry of Health and Social Welfare (MoHSW), men in Tanzania have chosen to take up VMMC in large numbers. In 2014 and 2015, 1,007,354 more men had chosen to have the operation, including high proportions of men over the age of 20. This movement followed the implementation of the age-aware communication strategy.
Close collaboration between supply and demand was critical for Tohara’s success. Through an efficient division of labor, Jhpiego provided all VMMC services, conducted formative research, and provided mid-media and community outreach. TCCP developed the age-aware communication strategy, creative brief, and branding, and designed, revised, and produced materials. TCCP and Jhpiego coordinated work plans throughout implementation. TCCP expanded its support to all VMMC providers in Tanzania, including Jhpiego, IntraHealth, ICAP/MDH, Buganda Medical Center, and the Department of Defense through similar synergies.