Safe Male Circumcision Communication Campaign Logo and Concept Test Report

Johns Hopkins University Center for Communication Programs
Date of Publication

In order to identify the concept and logo to guide the communication materials development process for a project in Tanzania, a concept testing exercise was conducted among selected members of the campaign’s target audience
The objectives of the logo and concept test exercise were to:
• Establish which logo the target audience preferred
• Assess which overarching concept was most convincing or appealing to the audiences
• Find out if the audience understood the developed campaign concepts
• Establish whether the target audience related to the concepts
• Establish whether there is anything that was offensive/confusing in the concepts
• Assess whether the developed concepts were attractive to the target audience