Examining diffusion to understand the how of SASA!, a violence against women and HIV prevention intervention in Uganda

Elizabeth Starmann, Lori Heise, Nambusi Kyegombe, Karen Devries, Tanya Abramsky, Lori Michau, Tina Musuya, Charlotte Watts, Martine Collumbien, Elizabeth Starmann, Lori Heise, Nambusi Kyegombe, Karen Devries, Tanya Abramsky, Lori Michau, Tina Musuya, Charlotte Watts, Martine Collumbien

Abstract

Background: A growing number of complex public health interventions combine mass media with community-based "change agents" and/or mobilisation efforts acting at multiple levels. While impact evaluations are important, there is a paucity of research into the more nuanced roles intervention and social network factors may play in achieving intervention outcomes, making it difficult to understand how different aspects of the intervention worked (or did not). This study applied aspects of diffusion of innovations theory to explore how SASA!, a community mobilisation approach for preventing HIV and violence against women, diffused within intervention communities and the factors that influenced the uptake of new ideas and behaviours around intimate partner relationships and violence.

Methods: This paper is based on a qualitative study of couples living in SASA communities and secondary analysis of endline quantitative data collected as part of a cluster randomised control trial designed to evaluate the impact of the SASA!

Intervention: The primary trial was conducted in eight communities in Kampala, Uganda between 2007 and 2012. The secondary analysis of follow up survey data used multivariate logistic regression to examine associations between intervention exposure and interpersonal communication, and relationship change (n = 928). The qualitative study used in-depth interviews (n = 20) and framework analysis methods to explore the intervention attributes that facilitated engagement with the intervention and uptake of new ideas and behaviours in intimate relationships.

Results: We found communication materials and mid media channels generated awareness and knowledge, while the concurrent influence from interpersonal communication with community-based change agents and social network members more frequently facilitated changes in behaviour. The results indicate combining community mobilisation components, programme content that reflects peoples' lives and direct support through local change agents can facilitate diffusion and powerful collective change processes in communities.

Conclusions: This study makes clear the value of applying diffusion of innovations theory to illuminate how complex public health intervention evaluations effect change. It also contributes to our knowledge of partner violence prevention in a low-income, urban East African context.

Trial registration: ClinicalTrials.gov # NCT00790959 . Registered 13th November 2008.

Keywords: Behaviour change; Change agent; Community mobilisation; Diffusion; Partner violence; SASA!; Social networks; Sub-Saharan Africa; Uganda; Violence against women.

Conflict of interest statement

Ethics approval and consent to participate

Each participant gave individual written informed consent to prior to being interviewed and, in the qualitative study, to be audio recorded. The study received ethical approval from the London School of Hygiene and Tropical Medicine Research Ethics Committee (UK) (ref.5210), Makerere University Institutional Review Board (Uganda) (ref. 2007-101) and the Uganda National Council for Science and Technology (SS 2048). Approval to work in the study communities was obtained from local government offices and leaders.

Competing interests

LM is Co-Director of Raising Voices and designed the SASA! approach. TM is the Director of CEDOVIP and in charge of the implementation of the SASA! intervention being evaluated. They played a central role in ensuring the appropriate conceptualisation and implementation of the study. They had no direct involvement in data collection and analysis. They have input into the interpretation of the findings. The other authors declare that they have no competing interests.

Publisher’s Note

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Figures

Fig. 1
Fig. 1
Constructs from Diffusion of Innovation theory measured in the quantitative and qualitative data analyses
Fig. 2
Fig. 2
Quantitative sampling diagram
Fig. 3
Fig. 3
Frequency of social network communication about SASA!

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