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”