This project represents a partnership between international and local NGOs and community leaders to improve public health service and education to the underserved communities in northern Kenya. Through collaboration with a community-based organization that works with the nomadic groups in Laikipia and Samburu districts of northern Kenya, culturally relevant and sensitive IEC campaign and campaign materials will raise awareness in:
1. HIV/AIDS education and prevention
2. Reproductive Health and Family Planning

WHO
Tribes in the region include: Samburu, Turkana, Maasai, Kikuyu, Meru, Borana and Rendille
•  All tribes are primarily nomadic pastoralists. 
•  80% of the population is non-literate. 
•  A minimum of 7 languages
•  Polygamy is practiced. 
•  Many communities have never received any public health services, including immunizations and basic medical care. 
•  Almost 100 percent of population expresses poverty as a primary concern.

HOW
This IEC material campaign is part of a larger BCC campaign. The IEC materials transcend communication barriers of non-literacy and language difference, reflect the cultural identities of all target audiences, and respect traditional cultural norms.
The target populations uphold traditional customs and beliefs that could contradict safe health practices and universal human rights. It was imperative that research and development were both community-based and strengths-based.  Educators are community members themselves, and the style and content of the campaign comes directly from community members and inside-experts to encourage change from within. The project encourages community participation and ownership of program and campaign itself.
Based on in-depth field research, including expert interviews, in-depth interviews with community based service providers, interviews with and a moderated focus group of community members, as well as existing quantitative research and a literature review, an integrated, comprehensive campaign is being developed to educate and promote behavior change amongst the numerous tribes and communities in the regions. 

CAMPAIGN STRUCTURE & DELIVERY METHODS
In keeping with best practices of effective IEC material and BCC material development, this project proposes to create culturally relevant IEC materials based on a tiered message delivery system.
LEVEL 1. A mass medium such as radio, television, commune broadcasts or mass meetings that will attract and engage a large audience
LEVEL 2. Face to face communication by a health professional or member of a mass organization, supported by IEC materials
LEVEL 3. A printed material that recalls the first and second levels - intended for personal, internal distribution, this will help generate intrapersonal (or peer-to-peer) dialog and teaching amongst the target audience

LEVEL 1. Animated Video
This video is an introduction to the public health issues addressed by Mpala’s mobile health clinicians.  As there is little or no mass media available in the areas served, video has proven to be an effective tool to attract interest and open up discussion amongst the target populations.  The video will be an animation (line drawings, simple shading, targeting non-literate viewers) so as to not identify particular individuals and speak to segments of populations.  It includes upbeat music (proven attractor) and a voice over dubbed in the target populations primary language. The people depicted in the animated drawing reflect the numerous cultures served by MCH, in order for all target audiences to see themselves reflected in the video and understand the universal nature of the health challenges their communities confront.
 
LEVEL 2.  Integrated Flip Chart
This picture - only teaching tool is used by counselors and nurses with community groups to educate populations about HIV/repro
health.  The visuals reflect the images contained in the animated video, helping people recall and reconsider what they just watched.  It
is constructed of a highly durable, wind and water proof of fabric, wood and synthetic rope, and can be hung from trees, the truck, the
camel and can be rolled up and carried on the camel kit, or can configure as a backpack and be slung over the shoulder of a counselor
when he is on foot or bicycle. Similar to a three ring binder, pages/content can be inserted and removed to customize presentation to
different target audiences.

LEVEL 3.  Take-Away Material
This useful take-away material enables participants to share the information they’ve gathered with others in their communities, encouraging peer-to-peer education amongst target populations. It will recall the visual info transmitted in levels one and two. Traditional fabrics printed with pictures promoting HIV prevention and child spacing.
To ensure sustainability and community ownership of the project, future plans include the development of microfinance projects that involve community members in the creation, manufacture and distribution of IEC materials using traditional crafts and modern channels of distribution (eg. Creation and sales of beadwork purses bearing campaign imagery).

IMAGES SPEAK - THE MPALA HEALTH EDUCATION PROJECTS

You can see a book and materials produced by students at the Art Center College of Design in Pasadena in the DesignMatters program for Mpala Community Trust in rural Kenya here:

http://www.designmatters.artcenter.edu/pdf/ImagesSpeak_digitalsmall.pdf

FOR MORE INFORMATION ON THIS IEC CAMPAIGN, PLEASE CONTACT:
Wendy MacNaughton, MSW, Participatory Design & Communnications Specialist
Mariana Amatullo, DIRECTOR, Designmatters and International Initiatives, Art Center College of Design
Shanni Wredford-Smith, Mpala Community Trust