Mandate: Improve the quality and quantity of HIV/AIDS discourse Use Media Advocacy to build leadership, improve public discourse and reduce stigma, discrimination and denial. CFAR, MH: Scaled up informed discourse around HIV Highlighted community efforts Supported a cross-section of partners
The Presentation seeks to 1. Highlight Key Strategies, Outcomes and Challenges of Phase I 2. Share some thoughts on the scaling-up of this effort, and 3. Explore the possibility of more strategic and coordinated efforts with partners in Phase II
CORE PROGRAMME COMPONENT: 1. Media Sensitization 2. Capacity Building CHALLENGES WE HAD TO DEAL WITH: 1. Media 2. Programme Environment
CHALLENGES Media Earlier fair amount of balanced reporting on HIV This got vitiated with the issue of ban on dance bars and the coverage surrounding bar girls. Given this, our major challenge was on how best to change the focus from crime to development? How to deal with the strong biases and stereotypes of key population on the media? Programme Environment The AVAHAN programme was just getting rolled out, and partners were not ready to engage with the media Much of the messaging had to be centered around processes rather that tangible outcomes
HOW DID THIS TRANSLATE? Key Strategies Core Media Sensitization Capacity Building Supportive Tracking and Monitoring the Media Documenting Best Practices Providing consistent media support to partners for events
Media Sensitization Key Processes - A multi pronged strategy Year 1 Worked with a familiar group of journalists, predominantly with the English and Metro Media Year 2 Initiated and established a critical level of partnership with media through formal sensitization with journalists from Mumbai, Beed, Thane. Reinforced the relationship through events and site visits. Strengthened the issue by disseminating primary evidence on peer led focused prevention, care and support, positive prevention. Year 3 Scaled up the effort by penetrating into districts (4) and sub districts (20). In depth site visits for national media This translated strong partnerships with key outlets and journalists to strengthen outreach, and Increase positive representation and handle crisis situations
Media Sensitization and Outreach Sensitizations 1 on 1/Events Site Visits 816 514 550 693 286 98 181 90 72 105 140 8 2005-06 2006-07 4 2007-08 16 2008-09 3
Year KEY JOURNALISTS KEY OUTLETS 2005-2006 19 12 2006-2007 30 18 2007-2008 55 43 2008-2009 70 55
FIELD BASED DOCUMENTATION Year Initiatives Number 2005-2006 Mukta Pathfinder 1 Backgrounders 2006-2007 MDACS Initiatives 9 (in Mumbai) MSACS Initiative Mukta Pathfinder 6 (5 in Thane and 1 in Beed) 1 (Beed) 2007-2008 Partner NGOs, NMP+ 5 2007-2009 MSACS 2 (Kolhapur, Yavatmal) Mukta Pathfinder 2 (Kolhapur, Yavatmal)
SCALING UP THE COVERAGE HIV-KP DISCOURSE Total Coverage CFAR supported 1486 1215 902 555 597 310 44 135 2005-06 2006-07 2007-08 2008-09
Coverage Break up HIV KP 322 410 275 25 116 145 19 19 2005-06 2006-07 2007-08 2008-09
PARTNERSHIPS TABLE SHOWING BREAK UP OF EVENTS SUPPORTED FOR ALL FOUR YEARS Year Partner Events coverage CFAR events coverage Total 2005-06 2 25 1 19 44 2006-07 11 83 5 33 116 2007-08 6 256 17 299 555 2008-09 3 350 7 247 597
WHERE DID WE MAKE A DIFFERENCE? Converted a problematic discourse around the key population into an inclusive discourse. Used the events to mainstream the capacities and concerns of the key population and present the women as stakeholders in the public health discourse. Today the epidemic is at a stage where we need to close our ranks and penetrate deep into the community with messages of HIV prevention. It is here that we representing the community play a valuable role in motivating behavior change, -Shakuntala. Times of India, MARCH 2006..This coming together shows the collective strength of the health movement these women are leading on the ground..maharashtra Times MARCH 2008
WHERE DID WE MAKE A DIFFERENCE? Through this, we were also able to raise the profile of the Partners. From giving acceptance and recognition to the project, the media started highlighted the USPs and projected it as a brand. Mukta is a project implemented by Pathfinder International, a non-profit organization in Pune metropolitan area and 10 other districts of Maharashtra. The project aims to reduce the prevalence of Sexually Transmitted Infections (STIs) among sex workers and thereby control the spread of HIV/AIDS amongst sex workers and their clients, - Sakal, 2006 Mukta has formed district level advocacy and management committees to manage community issues Times of India 2008 The Aastha project implemented by the Family Health International (FHI) in Mumbai and Thane districts of Maharashtra aims to reduce the incidence of HIV and STIs among sex workers and their partners through Strategic Behavior Communication (SBC), Condom Provision and STI Services, Indian Express, Jan 10, 2007 Over the last two years, at least 50,000 sex workers across Mumbai have joined Aastha: a movement supported by 15 city NGOs, through which they share their experiences, help each other, and create awareness on sexually-transmitted diseases (STDs)..., Times of India, 6, Dec. 2008
HOW DID WE DO IT? By regular and consistent Capacity Building of the community and the programme staff CAPACITY BUILDING Train select community women and community based peer educators to do messaging around health, STI, safe sex and HIV. Focus on effective messaging, logical arguments and evidence from the ground.
CAPACITY BUILDING OF THE KEY POPULATION AND PROGRAMME STAFF Year KEY POPULATION PROGRAMME STAFF QUOTED IN MEDIA 2005-06 22 10 8 2006-07 51 46 25 2007-08 144 32 71 2008-09 79 187 65
DIRECTIONS FOR PHASE II 1.Integrate within the on-going capacity-building process of CBO by SLP, a strong component on media advocacy. 2.Within the crisis response system, put some effective and consistent strategies of capacitating and facilitating CBO representatives to do consistent advocacy with the media. 3.Ensure that the process of documentation of the initiatives and practices on the ground is done consistently at the micro-level on specific components and with the possible aim of publicising it on the media. The evidence must be documented systematically and the guidelines laid down in NACP III used to flag emerging and inclusive processes and practices. 4.In specific districts support the partnership that CFAR is establishing with key media outlets; strengthen the media sensitization initiatives by facilitating site visits for local journalists. 5.Develop a common calendar (SACS, SLP, NGO, CBO, advocacy partners) of large and medium events. Ensure that concerted preparation is not only made to reach out to the media but to also do a coordinated outreach to audiences and related stakeholders.