Publication Date
Publication Date: 
March 1, 2012

"Effective VMMC programs require not only provision of quality services but also evidence-based social and behavior change communication (SBCC) to ensure informed demand, address cultural barriers to the procedure, and promote safer sex following circumcision."

This resource draws on the work of the United States Agency for International Development (USAID)-funded Communication for Change (C-Change) Project on voluntary medical male Circumcision (VMMC) communication at the national level in Kenya and in Nyanza Province between 2009 and 2011. The guidance is intended to support improved VMMC communication in other provinces in Kenya as well as in other countries in the region. As described here, VMMC programmes are being scaled up in 14 countries in sub-Saharan Africa. These programmes aim to decrease HIV infection rates by increasing utilisation of VMMC services. As described here, not all country programmes have the expertise or resources to develop effective VMMC communication materials and products; adaptation of existing VMMC materials is a viable strategy.

An excerpt from the resource follows:
"Material adaptation is the process of modifying existing communication products for a new or different audience. This involves more than just translating them into the local language or tweaking the artwork.

Materials and products from another cultural context or country should not be used unless the intended audiences and their social and behavior change determinants are at least similar...

Adapting a communication material or product is similar in many ways to developing the original resource, though somewhat abbreviated. The process still requires active collaboration with stakeholders, a clear understanding of the intended audience, extensive testing of concepts as well as material drafts, and careful oversight throughout.

This guide presents 10 key steps that should be taken when assessing and adapting VMMC communication materials." The 10 steps are:

  1. Engaging VMMC Partners and Stakeholders
  2. Reviewing the Communication Strategy, Audiences, and Their Contexts
  3. Conducting an Inventory of Existing Materials
  4. Finding Out Whether Permission to Adapt Is Needed
  5. Considering the Time and Costs Involved in Adaptation
  6. Developing a Creative Brief
  7. Concept Testing and Pretesting
  8. Revising and Finalizing the Adapted Material
  9. Producing and Disseminating
  10. Monitoring and Evaluating

Annex A features an adaptation flowchart summarising issues that can be used to guide decision-making on whether adaptation is needed and appropriate. Annex B focuses on: Conducting Audience Consultations. Annex C offers a: Creative Brief Template.



Number of Pages: 



C-Hub website, March 28 2012.