The influence of branding on the uptake of voluntary medical male circumcision: A case study of ‘Ndife Otsogola’ in Lilongwe, Malawi

Background: “Ndife Otsogola” [We are forward thinkers] is the voluntary male medical circumcision (VMMC) campaign in Malawi that is part of the HIV and AIDS health promotion strategy. In 2012, the government of Malawi and its VMMC stakeholders developed communication strategies to advance the uptake of VMMC using the “Ndife Otsogola” brand to increase uptake of the service among the target population. However, since the campaign was scaled up country wide, the uptake of VMCC remains at 28%, well below the target of 80%. Therefore, this study aimed to evaluate whether the “Ndife Otsogola” brand and its associated communications achieved its intended aim.
Method: Data for this study were collected through face-to-face interviews with 25 men aged between18 and 35 years, all of whom were linked to the circumcision services. Data were also collected from five key informants through a self-administered questionnaire.
Results: The “Ndife Otsogola” campaign had limited influence on the uptake of VMMC among men in urban Lilongwe, Malawi.
Conclusion: Branding can sometimes obscure the main message that is intended to be conveyed. Target audiences can sometimes fail to link a brand name to the product being promoted, as was the case with “Ndife Otsogola”.
We recommend that more research be undertaken in Malawi to determine the relevance and influence of the entire VMMC communication strategy.