Communication Approach of Department of AIDS Control Government of India

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1 Communication Approach of Department of AIDS Control Government of India Feb 7, 2014

2 Strategic Shift in IEC from NACP II to NACP III NACP II More focus on awareness generation Mass media was the main source of message dissemination Programme implementation through NACO / SACS, NGO and partners working in the field of HIV/AIDS Focus on 1 st generation messages -routes of transmission and prevention Target audiences generally not segmented in messaging NACP III Focus on Behaviour Change & generating demand for services Integrated approach with increased emphasis on interpersonal communication and community mobilisation along with mass media and midmedia Active involvement of non-health sector through mainstreaming with Govt. ministries/departments, corporate sector and CSO Focus on 2 nd and 3 rd generation messages - promotion of services, changing attitudes, challenging stigma and discrimination Target audience segmented youth, women, PLHA, HRG, Service Providers, mainstreaming partners, tribal population Increased focus on research, evaluation and evidence based planning

3 Salient points of IEC strategy IEC is a cross-cutting activity across all programme components Evidence based planning with inputs from BSS, IBBA, Surveillance data, NFHS and other research studies Multimedia media approach Annual Action Plan for National and State level IEC activities such that activities are synchronized Development of annual activity calendar for mass media activities Composite mid-media activity plan of SACS, SMO and LWS Strengthened monitoring of field level activities

4 IMPLEMENTATION National Level Strategic planning for National and State level IEC &Mainstreaming activities creative development execution and implementation of mass media campaigns Monitoring of State AAPs Programme Evaluation State level Planning and implementation AAP Adaptation of creatives Implementation of outdoor and mid media activities Organising events Youth interventions Training and Mainstreaming activities

5 360 Media Campaigns (TV, Radio, Newspaper and Outdoor) 7 thematic areas for to increase awareness, demand generation for services and HIV prevention HIV and Youth Stigma and Discrimination HIV Testing Prevention of Parent to Child Transmission Voluntary Blood Donation Condom Promotion STI Treatment

6 Long Format TV Programs Jasoos Vijay (thriller television series) aired for 3 years during NACP II in collaboration with BBC WST and DD the programme featured among the top ten serials of the country many times- It concluded in A communication toolkit Kissa Goi was made for IPC based on this serial. Special episodes on HIV/AIDS were broadcast in Dec Jan in Kalyani Health Magazine aired by DD from 8 state networks - MP, Chhattisgarh, Bihar, Jharkhand, Rajasthan, Assam and Orissa NACO sponsored 40 episodes on HIV in the TV serial Kyonki Jeena Isi Ka Naam Hai on DD during episodes were sponsored during

7 Long Format Radio Programs Radio Programs with on-ground mobilization for ten Hindi belt states done during Babli Boli (rural women), Kitne Door Kitne Paas (Migrants), 5 Down Mohabbat Express (Rural Youth). 15 minute radio program, Jeevan Hai Anmol was broadcast in 24 languages for about 4 years from 170 stations concluded in Dec 2007

8 National Folk Media Campaign Standardised operational guidelines, implementation plan, monitoring plan National and state level training of folk troupes (49 troupes) Standardized scripts and messages (167scripts) Key Messages: HIV transmission, prevention, care, support, treatment, HIV testing, PPTCT, stigma & discrimination Coverage: 476 districts in 23 states through 36,330 performances Monitoring of about 70% of performances by NACO, SACS and District Support Teams Participation of PLHIV networks, SMOs, TI, LWS, DAPCU and other local partner Shumang Leela a folk form from Manipur Strategy of National level workshops for standardization of scripts/messages & capacity building of states, State level workshops for training of folk resources, Formation of Dist Support Teams for ground level support and Extensive monitoring proved successful.

9 Evaluation of National Folk Media Campaign Percentage Opinion about the performance Likeability New Information Clarity Entertaining Easy to understand Relevance Useful Empathy Base: 2475 (All Endline respondents) About 84 percent of the respondents liked the performance. About 56 percent of the respondents reported that they could empathize with the show completely which was lower as compared to the other parameters. 9

10 Folk Media Campaign Broadly following the strategy adopted in ,000 performances in 30 states were proposed in the current year 28 states are implementing About 55% of the target has been achieved Completion is expected by end February 2013 Folk media was extensively used for mobilization in rural areas During outreach activities of RRE In Health camps organized under Targeted Intervention

11 IEC materials IEC material on following themes are available Migrants Campaign Oral Substitution Therapy Truckers STI Early Infant Diagnosis Condom Promotion Multi-media Campaign The artworks of HRG materials sent to the states have been printed and disseminated in local languages by most of the SACS.

12 Three Phases of Red Ribbon Express-III Objectives of RRE Mission Strengthening people s knowledge about the measures to be taken to prevent getting HIV / AIDS Developing an understanding about the disease to reduce stigma and discrimination against People Living with HIV / AIDS Disseminating information regarding primary services Adopting preventive health habits and lifestyle.

13 Achievements in Three Phases RRE I RRE II RRE - III States Halt stations People reached directly 62 lakhs 82 lakhs 113 lakhs District Resource Persons trained 68,000 81,000 1,01,951 People tested for HIV NA 36,000 75,839 General Health Check-ups NA 28,000 75,673

14 Red Ribbon Express Phase III Till 31 st December 2012 No. of states covered 22 Currently at Jammu & Kashmir Population reached 1.13 Crore Dist resources trained 1,01,951 Treatment for STD 11,333 HIV Counselling 89,893 HIV testing 75,839 General health check up 75,673


16 Impact Evaluation of RRE - II Percent knows at least two modes of transmission of HIV Exposed Not exposed

17 Impact Evaluation of RRE - II Percent knows at least two ways of protection Exposed Not exposed

18 Impact Evaluation of RRE - II Percent heard about condom Exposed Not exposed

19 ed Ribbon Superstars: A Multimedia ampaign for the Northeast

20 Glimpses of IEC division towards advocacy and awareness KAUN BANEGA CROREPATI The episode on 1 st Dec,2012 (World AIDS Day) was dedicated on HIV/AIDS. NACO scripted opening remarks of the episode. One question on HIV was also included in the episode Closing remarks on HIV/AIDS by Mr Bachchan Visit of Sion Hospital by Mrs Aishwarya Rai Bachchan,UNAIDS Goodwill Ambassador, on World AIDS Day Programme appreciated by Mrs Aishwarya Joint press conference by Additional Secretary and Mrs Aishwarya

21 1) Condom Promotion Awards Ringtone Campaign received global recognition at various international media festivals. a) Cannes Lion 2009 International Advertising Festival - Bronze Lion in the Media category, Finalist in the Direct Response category, 2009 b) Festival of Media, Valencia Gold in Social Campaign category, 2009 c) Highly Commended at the AIB Awards for the entire campaign (AIB is the most prestigious and coveted internal BBC Global News award worldwide) d) Ringtone campaign rated by as the most innovative of top 5 condom promotions in the world

22 Kabaddi Campaign Awards a) Selected as exhibit at Paris-Bombay-Delhi, show on contemporary Indian Art at the national museum of France, the Pompidou Centre, Paris in July September 2011 Stolen Moments a) Stolen Moments TV ad - Global Award 2011 given at Global Health Council (GHC) Awards b) Stolen Moments TV ad chosen by the international coveted SHOTS showreel as one of 5 TV ads from India Blood Donation a) Birthday Boy TV ad -Finalist in Goa Fest 2010 b) Little Girl (Thalessemia)

23 We strive to improve the quality of life of communities affected with HIV through communication and partnerships