Pata Tohara (“Get Circumcised!”) Radio Spots

In 2011, the Tanzania Communication and Capacity Project, TCCP), along with JHPIEGO, designed a campaign to increase the rate of voluntary male medical circumcision (VMMC).

The project aimed at sharing the following messages about VMMC:

• Relative advantage – why it is better than not being circumcised
• Compatibility – how VMMC fits with the lifestyles of each target audience, and is appropriate for both younger and older men
• Complexity – that VMMC is easy and safe

TCCP developed a new “age-aware” communication strategy that divided the primary target audience into two groups: one for boys and young men aged 10-19 years, and another for men age 20-34.

The chosen creative concept focused on a call to action – Pata Tohara (“Get Circumcised”), and highlighted the key benefits found to be most appealing to target audience members: circumcision provides protection and enhances

cleanliness.

These radio spots were produced as part of the campaign.

Source: Johns Hopkins University Center for Communication Programs

Date of Publication: October 22, 2021