Pata Tohara ("Get Circumcised") Novelty Items, Billboard

Source
Johns Hopkins University Center for Communication Programs
Date of Publication
2014

 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 beingvcircumcised
  • 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.
 
The attached signs, billboard, logo, and sticker were produced as part of the campaign.