Communication Approach of Department of AIDS Control Government of - - PowerPoint PPT Presentation

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 50 100

Likeability New Information Clarity Entertaining Easy to understand Relevance Useful Empathy

Percentage

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

96 89 94 92 78 97 74 96 99 14 63 76 82 97 88 86 82 87 93 80 55 53 61 50 43 83 63 67 24 12 12 38 34 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 73 77 97 96 9 46 60 62 87 82 82 82 85 96 74 42 40 58 41 34 51 52 67 18 4 8 25 28 61 45 56 47 69 68 45

Exposed Not exposed

Impact Evaluation of RRE - II

98 97 98 85 100 95 87 97 100 99 94 96 94 99 92 97 100 100 10096 74 74 81 40 84 80 78 75 36 92 77 65 58 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
• n 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

• f life of communities affected

with HIV through communication and partnerships”