08-29-2014

doi:10.7910/DVN1/22707

PSI intends to run some mass media campaigns to increase knowledge of male circumcision and motivate men to access the service. The campaign will also target female partners to encourage them to persuade their partners to go for male circumcision so that they are protected from cervical cancer. PSI would like to pre-test the campaign adverts before rolling them out. Main Research objectives (Pre-test) 1.Examine audience comprehension of messages contained in executions. In particular, examine understanding and meaning to the target audience. 2.Explore audience likes/dislikes of the execution 3.Evaluate emotional reaction to the message. 4.Evaluate the credibility, relevance, and appropriateness of executions content and messages to target audience. 5.Determine audience's preferred message and suggest any necessary changes. 6.Determine if the message will persuade the target audience to go for circumcision Target Audience and Geography -15 - 18 year old males residing in rural and urban areas (Harare, Mashonaland East & Masvingo). -19 - 25 year old males and females residing in rural and urban areas (Harare, Mashonaland East & Masvingo). -26 - 35 year old males and females residing in rural and urban areas (Harare, Mashonaland East & Masvingo). The respondents will first conduct an individual assessment of the adverts and then participate in a group discussion to discuss their ratings.

Jasi, Phineas; Dodzo, Munyaradzi, 2014, "Zim (2013): VMMC Pretest February Campaign among women and men aged 15-49 years in Zimbabwe.", http://dx.doi.org/10.7910/DVN1/22707, Harvard Dataverse, V2

Jasi, Phineas

Dodzo, Munyaradzi

Harvard University

SCR:011273

DataVerse

Dataverse Network Project

SCR:001997