THE INFLUENCE OF SOCIAL MARKETING COMMUNICATION ON CONDOM USE AMONG FEMALE SEX WORKERS IN RWANDA

The study examined the influence of social marketing communication (SMC) on condom use among Female Sex Workers (FSWs) in Rwanda using the case study of Society for Family Health (SFH) Rwanda. The two study objectives included; to examine the effect of message framing on condom use among female sex workers in Rwanda and to assess the influence of communication channels on the use of condoms by female sex workers in Rwanda. The study used a descriptive case study design methodology with purposive and random sampling techniques. A 5 point likert scale questionnaire was utilized for data collection. The data was analyzed by way of SPSS 20 using descriptive analysis and inferential techniques particularly Pearson correlation analysis to determine how variables influenced each other. Findings reveal that message framing strongly and positively influence condom use among FSWs in Rwanda. Thus, the use of positive message framing that focuses on the benefits of condom use among FSWs significantly increases condom use. Communication channels were also found to positively and significantly influence condom use among FSWs in Rwanda particularly the use of peer to peer campaigns and mass media (Radio and TV) . The study recommends among other things that SFH Rwanda further investigates the use of peer to peer approach and social networks as channels for messages on condom use for FSWs.Keywords: Social Marketing; Communication; Condom; Message framing; Communication channel