Appendix 3.6.2: BBSS Communications Strategy
Target Audiences
The MoH/NASTAD will disseminate targeted communication about the upcoming
BBSS to the following audiences:
I. Gatekeepers
a. Party Promoters
b. Clubs
II. Stakeholders
a. NGOs
b. MSM specific service providers
c. Advocates/Advocacy Groups
d. FBOs working with MSM
III. Support Services
a. Clinics
b. Health Care Providers
IV.
Seeds
V. Participants
Objectives
The overarching objective of the communication strategy is to provide targeted
information about the BBSS to the five audience groups identified above. Each of the
aforementioned groups requires information which is specific to their desired levels of
participation in the Survey. However the following are general objectives of the
strategy:
o Highlight the commencement of the [country] BBSS among MSM
o Encourage MSM to participate in the BBSS
o Reinforce HIV testing messages
o Collaborate with members of the community where possible in marketing of the
survey
Audience Communication
Generally:
 A BBSS will be conducted by the MoH
 A BBSS has two components – biological and behavioural – therefore
participation will include giving a biological sample and answering questions
about behaviours
 The biological component will include a general health screening including
free testing for chronic illnesses and STDs
 The BBSS will assure confidentiality
Audience
Specific
Message Development
Communication
Needs
Gatekeepers They are vital to
 Men’s Health (use word
ensuring general
“survey”, “project”)
awareness about
 Ministry of Health,
the survey to MSM Men’s health survey ,
in their networks
“because men’s health
should be in good health”

(for more info and
general questions,(attach
phone number)
 “Locations nation-wide”
(distinguish from other
studies)
 Anonymous
 Contact info included
with message: study lead
phone # only
 Consistent, succinct
message
Stakeholders  Emphasize
access to services
 What doing with
data
 How benefit
community
 RDS recruitment
graphic
 How to discuss
with others
Social Media Tools
Activities/ Notes
 Texting, Facebook, BBM, A-4A, BGC, etc. containing logo
 Automated phone response
 Link to website
 FAQ: 5 questions (on website,
hard copy)
Development: internal focus group
Identify and engage stakeholders within
MSM population. Use extensive contact
lists of stakeholders to generate
communication of survey through text
messaging and E-card sharing. The
following stakeholders are recommended:
 MSM specific party promoters
 MSM specific NGO’s & CBO’s
 Functional promotional card, e.g.,
pocket-sized, calendar or other
practical aspect on reverse side;
logo/graphic used above
 Distributed by non FBO
stakeholders (10 cards to selected
individuals)
 Fact sheet
Broader context and background about the
Survey and how the data could help in
inform their work. It must be clearly
communicated that the information shared
about the Survey must be disseminated
appropriately to facilitate confidentiality
and building of a supportive environment
for participation by MSM.
Key partners and
their roles and
responsibilities
 Party promoters
 Events
 Clubs
 Others
Separate meeting
for FBOs,
requiring greater
focus on
sensitization
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Support
Services
Individuals may
be referred from
the survey sites
Seeds
Sufficient
information to
enable initiation of
recruitment of
survey
participants and
provide support
for study
Sufficient
awareness of the
survey to accept
coupons when
approached to
participate in the
Study
Participants
- Possible increase in HIV,
STI and chronic disease
referrals to their
institution
Selection based on respect
in community, network,
assumed support of
project, therefore
communication focused
on engagement,
importance of their role
Messaging occurs:
- prior to recruitment via
word of mouth or direct
access to social media
tools in #1 above
- when recruited by seeds
or by subsequent
survey participants
(messages follows
“recruiter training”
protocol)
- throughout course of
survey session
- Letter informing of timeline and
purpose
Decide level of information to provide to
this group.
- Phone calls or one on one
meetings with study lead
- Texting, Facebook, BBM, A-4-A,
BGC, etc. containing logo
- Automated phone response
- Link to website
- FAQ: 5 questions (on website,
hard copy)
- logo/graphic included on
recruitment coupons, possible
small gift items during survey
session, e.g., magnets, survey site
posters
Identify following:
 Community stakeholders with online
sites
 Community social sites specific to MSM
population
 Community social sites frequented by
MSM population
 Set timelines for start and end of
marketing phase bearing in mind its
proximity to implementation phase of the
BBSS
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Items that will carry Logo/Branding
Widgets:
 MSM specific online sites
 MSM friendly/frequented online sites
 E-cards for MSM specific Emails (list generated from stake
holders/promoters/service providers)
 Promotional MSM-MH cards
Social Media Tools
Short message for Promotional Cards:
 Logo & contact number/s for questions and general info
 Men’s health should be in good health, how is yours
 Men’s health is important, get the facts about your Health
Short messages for Automated Phone response:
 Because men do not pay attention to their health , it is important that we
encourage men to get tested, learn more about health issues and visit general
practitioners for check ups
 Adult males living in [country]
 The outcome of this survey will change the face & access of men’s health care
 All men’s health is important to the Ministry of Health and you should make
your health a priority, take part and stand up for good health
 Your health is in your hands help us help you to be the healthy man you want to
be
Questions Text for FAQ:
 What is this Men’s Health survey about?
 Why is men’s health important?
 Who can take part in this survey?
 What are the plans for the use of this information after this survey is done?
 Does this survey include gay men?
 What does participation in the survey include?
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