This project draws on information and communication technologies (ICTs) in the form of mobile video units (cinemobiles) to deliver health messages to rural and other vulnerable communities in an entertaining, interactive format. Each Cinémobile team consists of 3 well-trained young people, audio-visual equipment, and an all-terrain vehicle.

The teams tour the country and screen one of three films: "Tsy Digniko", on the subject of sexually transmitted infection (STI) and HIV/AIDS prevention, "Meva ny Sûr’Eau," on safe drinking water practices, and “Ilay Tolotra Sarobidy," on malaria prevention. Cinémobile facilitators engage the audience with a mix of discussions, games, and demonstrations. They distribute various goodies, samples, and gadgets to motivate rural audiences to attend multiple presentations.

Organisers have developed supplemental strategies, adapted to specific communities being addressed, to enhance the mobile video shows. For example, the programme produced soap operas which addressed issues of responsible sexual behaviour, condom use, STI treatment, and living with HIV/AIDS. In addition, the Cinémobile team organises malaria meetings for pregnant women and/or mothers with children under the age of 5 years at locations such as public health centres.

Health, HIV/AIDS.

According to USAID, over three-quarters of Madagascar's population lives in rural areas, and only 6% of all households have a television. Approximately two-thirds of young women aged 15-24 to have no access to any form of mass media.

USAID indicates that Cinémobile's popularity is reflected in event attendance figures: Each team draws an average crowd of 750 to 1,000 per night and conducts around 15 presentations per month. One "Sûr’Eau, Sûr’e" presentation drew an audience of approximately 10,000. From the period of June 2000 to the end of 2005, a total of 3,569 presentations were conducted in 6 provinces and reached a total of approximately 2,664,150 people.

Furthermore, according to USAID, research in other countries demonstrates a link between Cinémobile presentations and preventive sexual behaviour. A community-based study conducted in Rwanda in 1998 found that males who had attended a Cinémobile presentation reported significantly higher condom use (32%) than those who had never attended.