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USAID: Need to Review and Revise HIV/AIDS Messages

Summary

First Generation Messages
  1. Targeted to specific audiences by
    • culture
    • age and gender
    • sexual practices
    • occupation or setting
  2. Based on research (formative, pilot)
  3. Focus on specific risks and behaviours
  4. Use appropriate channels

Second Generation Messages
  1. Avoid/subvert gender stereotypes
  2. Attentive to life cycle
  3. Sensitive to HIV+ perspective
  4. Disaggregate HIV and STI where appropriate
  5. More diverse aims
    • Changing attitudes as well as behaviours
    • Combat determinants of risk
    • Promote enabling environment
  6. Have something to say for/to everyone
Source: 

USAID Power point presentation: Behavior Change Interventions (BCI), April 1999.

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Source

USAID Power point presentation: Behavior Change Interventions (BCI), April 1999.



Placed on the Communication Initiative site August 30 2001
Last Updated May 14 2008


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