The The efficacy of integrative model of behavioural prediction in guiding communication in the male circumcision campaign among the traditionally non-circumcising Luo of Kenya: A review

Abstract

Theoretical constructs provide a basis for developing behaviour change communication. However, there is limited direct evidence on the efficacy of behaviour change communication theories in predicting behaviour of those targeted in the voluntary medical male circumcision (VMMC) programme for the prevention of HIV/AIDS in Kenya. This paper evaluates the efficacy of the Integrative Model of Behavioral Prediction (IMBP) as a guide to developing communication strategies for male circumcision among the traditionally non-circumcising Luo of Kenya. It arises from the challenges to the presumed universality of Western-based behaviour change theories, which predominantly target the individual in change messages, yet most culture-related behaviours in closely-knit cultures of Africa reside not in the individual but in the community. With IMBP as the focus of analysis, I review extant literature on behaviour change communication theories and practice, discussing the place and influence of the Luo culture, and the community’s cultural standpoint regarding male circumcision, in the VMMC campaign. I argue that the Luo are a culturally cohesive ethnic group, with non-circumcision as their collective mark of cultural identity, and, thus, a communication strategy targeting individuals’ self-efficacy risks failing due to the collectivistic location of circumcision. The paper concludes that IMBP is inadequate to the extent that it targets the individual in a behaviour that is community-centred.