communication approach of department of aids control...
TRANSCRIPT
Communication Approach of
Department of AIDS Control
Government of India
Feb 7, 2014
Strategic Shift in IEC from NACP II to NACP III
NACP II NACP III
More focus on awareness generation Focus on Behaviour Change & generating demand for services
Mass media was the main source of message dissemination
Integrated approach with increased emphasis on interpersonal communication and community mobilisation along with mass media and mid-media
Programme implementation through NACO / SACS, NGO and partners working in the field of HIV/AIDS
Active involvement of non-health sector through mainstreaming with Govt. ministries/departments, corporate sector and CSO
Focus on 1st generation messages -routes of transmission and prevention
Focus on 2nd and 3rd generation messages - promotion of services, changing attitudes, challenging stigma and discrimination
Target audiences generally not segmented in messaging
Target audience segmented – youth, women, PLHA, HRG, Service Providers, mainstreaming partners, tribal population
Increased focus on research, evaluation and evidence based planning
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
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
360° Media Campaigns (TV, Radio, Newspaper and Outdoor)
7 thematic areas for to increase awareness, demand generation for services and HIV prevention
Voluntary Blood Donation Condom Promotion STI Treatment
Prevention of Parent to Child Transmission
HIV Testing Stigma and Discrimination
HIV and Youth
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 2006 – 07. 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 2009-10. 50 episodes were sponsored during 2010-11.
Long Format Radio Programs Radio Programs with on-ground mobilization for ten Hindi belt states done
during 2009-10 – 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
National Folk Media Campaign 2011-12 • 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.
84 77 76 74 71 68 68
56
0
50
100
Likeability New Information Clarity Entertaining Easy tounderstand
Relevance Useful Empathy
Pe
rce
nta
ge
Opinion about the performance
9
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.
Evaluation of National Folk Media Campaign – 2011-12
• Broadly following the strategy adopted in 2011-12
• 56,000 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
Folk Media Campaign 2012-13
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.
Three Phases of Red Ribbon Express-III
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.
Objectives of RRE Mission
RRE – I RRE – II RRE - III
States 24 22 23
Halt stations 180 152 162
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
Achievements in Three Phases
Red Ribbon Express Phase III
Till 31st 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
Percent knows at least two modes of transmission of HIV
9689
94 92
78
97
74
96 99
14
63
7682
9788 86 82
8793
80
55 5361
5043
83
63 67
24
12 12
3834
65
44
57 53
73 70
54
Exposed Not exposed
Impact Evaluation of RRE - II
Percent knows at least two ways of protection
75 75
92
76 74 7377
97 96
9
46
60 62
8782 82 82 85
96
74
42 40
58
4134
51 52
67
18
48
2528
61
45
56
47
69 68
45
Exposed Not exposed
Impact Evaluation of RRE - II
98 97 98
85
10095
87
97 100 9994 96 94
9992
97 100 100 10096
74 7481
40
8480 78 75
36
92
77
6558
91
76
92 95 96 99
75
Exposed Not exposed
Percent heard about condom
Impact Evaluation of RRE - II
Red Ribbon Superstars: A Multimedia Campaign for the Northeast
Glimpses of IEC division towards advocacy and awareness
KAUN BANEGA CROREPATI
• The episode on 1st 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
Awards 1) Condom Promotion
Ringtone Campaign received global recognition at various international media festivals.
a) Cannes Lion 2009 International Advertising Festival
- Bronze Lion in the Media category, 2009
- Finalist in the Direct Response category, 2009
b) Festival of Media, Valencia 2009
- 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 CNN.com as the most innovative of top 5 condom promotions in the world
Awards Kabaddi Campaign
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)
“We strive to improve the quality of life of communities affected
with HIV through communication and partnerships”