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 Integrated approach with increased emphasis on dissemination interpersonal communication and community mobilisation along with mass media and mid- media Programme implementation through NACO / SACS, Active involvement of non-health sector through NGO and partners working in the field of HIV/AIDS mainstreaming with Govt. ministries/departments, corporate sector and CSO Focus on 1 st generation messages -routes of Focus on 2 nd and 3 rd generation messages - transmission and prevention promotion of services, changing attitudes, challenging stigma and discrimination Target audiences generally not segmented in Target audience segmented – youth, women, messaging 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 State level • Strategic planning for • Planning and National and State level IEC implementation AAP &Mainstreaming activities • Adaptation of creatives • creative development • Implementation of outdoor • execution and and mid media activities implementation of mass • Organising events media campaigns • Youth interventions • Monitoring of State AAPs • Training and Mainstreaming • Programme Evaluation activities

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 HIV Testing Prevention of Parent to Stigma and Discrimination Child Transmission Voluntary Blood Donation STI Treatment Condom Promotion

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 Strategy of National level workshops for standardization of scripts/messages & capacity Shumang Leela a folk form from Manipur 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.

Evaluation of National Folk Media Campaign – 2011-12 Opinion about the performance 100 84 77 76 74 71 68 68 Percentage 56 50 0 Likeability New Information Clarity Entertaining Easy to Relevance Useful Empathy understand 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

Folk Media Campaign 2012-13 • 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

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 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.

Achievements in Three Phases RRE - III RRE – I RRE – II 23 States 24 22 162 Halt stations 180 152 113 lakhs 62 lakhs People reached directly 82 lakhs 1,01,951 68,000 District Resource Persons 81,000 trained NA 75,839 People tested for HIV 36,000 75,673 NA General Health Check-ups 28,000

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

Impact Evaluation of RRE - II Percent knows at least two modes of transmission of HIV 99 97 97 96 96 94 93 92 89 88 87 86 83 82 82 80 78 76 74 73 70 67 65 63 63 61 57 55 54 53 53 50 44 43 38 34 24 14 12 12 Exposed Not exposed

Impact Evaluation of RRE - II Percent knows at least two ways of protection 97 96 96 92 87 85 82 82 82 77 76 75 75 74 74 73 69 68 67 62 61 60 58 56 52 51 47 46 45 45 42 41 40 34 28 25 18 9 8 4 Exposed Not exposed

Impact Evaluation of RRE - II Percent heard about condom 100 99 100 100 100 96 100 95 99 99 98 98 97 97 97 96 96 94 95 94 92 92 92 91 87 85 84 81 80 78 77 76 75 75 74 74 65 58 40 36 Exposed Not exposed

Red Ribbon Superstars: A Multimedia Campaign for the Northeast

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

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”