Voluntary Medical Male Circumcision (VMMC) Communication Materials Adaptation Guide
The Voluntary Medical Male Circumcision (VMMC) Communication Materials Adaptation Guide offers comprehensive communication guidance for VMMC programs scaling up services in new settings. The guidance is part of the communication materials developed in Kenya (available on C-Hub) to create and sustain demand for VMMC and reinforce that, while male circumcision reduces risk for men, it does not prevent HIV and must be combined with other prevention behaviors to be effective. The Adaptation Guide is particularly relevant for program managers who lack the resources and time to develop social and behavior change communication (SBCC) materials to support informed demand for VMMC services, address cultural barriers, and promote safe sex after the procedure. While the guidance focuses on adapting SBCC materials on VMMC, it can be applied to other health topics.
The Adaptation Guide helps programs determine whether a specific materials or product should be adapted, and then assess the kind of modifications that may be needed. The guidance lays out a participatory adaptation process that leads to clear and understandable SBCC products and materials, which are relevant to intended audiences, because they are responsive to their needs, cultural settings, and literacy levels.
A 10-step process for adapting materials and products is detailed in the guide. Steps include engaging with stakeholders and employing the VMMC communication strategy; assessing the time and cost of an adaptation; developing a creative brief that guides the process; and conducting concept tests and pre-tests with members of intended audiences. An appendix includes a flowchart that outlines the decision-making about adaptation; another appendix provides guidance on conducting audience consultations; and a third appendix includes a creative brief template.
The guidance is being used to support improved VMMC communication in other countries in sub-Saharan Africa and in other provinces in Kenya.