Project Example

Pata Tohara (“Get Circumcised”) Novelty Items, Billboard

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.

Source: Johns Hopkins University Center for Communication Programs

Date of Publication: March 25, 2019