AIDS communication campaigns in Uganda : Assessing organizational factors as predictors of conducting campaign planning research

Purpose – The purpose of this paper is to test a predictive model for organizational factors on the extent to which organizations involved in non‐governmental organizations (NGO) or bilateral partnerships conduct campaign planning research. Design/methodology/approach – In‐depth interviews with 120 heads of organizations running AIDS campaigns in Uganda were conducted. The interviewers queried the participants regarding characteristics of their organization and the extent to which they conducted campaign planning research during their last campaign. The information was assigned to quantitative categories, so that the predictive model could be tested using path modeling software. Findings – The results of the path analysis indicated that the model fits the data well. An emergent finding from the path analysis involved the relationship between the number of trained staff workers and the tendency to solicit outreach worker feedback. Organizations with a greater number of trained staff workers sought outreach worker feedback to a greater extent during the campaign. The model also clarified that none of the tested variables predicted the organization's frequency of pretesting campaign messages. Research limitations/implications – Limitations of the current study include its single‐issue and single‐country focus. Organizational factors were excluded in this study that may be relevant and should be considered in future research (e.g. size of the organization, management style, public versus private). The factors included in this study, however, are commonly studied characteristics of organizations. Regardless of location, organizations differ in terms of financial resources, formalization, and focus, and engage in formative research to varying extents. Research is also an important part of the campaign process, regardless of the issue or organization type. Practical implications – NGOs that involve community outreach workers for assistance in crafting campaign messages and test early messaging strategies with audience members are likely to see improved campaign effectiveness and improved cultural competencies. Originality/value – By identifying the characteristics of local organizations that may facilitate formative research activities, this study makes a significant contribution to the literature on HIV/AIDs and health communication campaigns. As the context surrounding HIV/AIDS campaigns continues to evolve, NGOs and bi‐lateral organizations are in continued demand to develop new and more effective campaign messages to address emerging issues.