Tchova Tchova, Juntos Vamos Mudar (Push, Push, Together We Are Going to Change), the Social and Behavioral Change Communication project for HIV/AIDS Prevention, Treatment and Capacity Building was a 3-year project (2007-2010) carried out by the Johns Hopkins Center for Communication Programs (JHUCCP) and partners in Mozambique. CCP implemented a coordinated communication approach to target one of the main drivers of the HIV/AIDS epidemic - multiple concurrent partnerships (MCP) - by tackling underlying social and gender factors.
Tchova Tchova used large-scale communication interventions and community-based approaches in an effort to catalyse change in harmful social and behavioural norms through:
- A 12-minute radio magazine - Tchova Tchova - Escutando Podemos Mudar (Push, Push - Through Listening We Can Change) - which addressed a variety of HIV/AIDS-related topics through 34 programmes, which featured the entertainment-education strategy.
- An HIV/AIDS prevention gender tool - Tchova-Tchova Histórias de Vida Diálogos Comunitários (TTHV) - which features - amongst other elements - 10 video and written profiles of Mozambican "positive deviant" men, women, and couples telling their stories of how they overcame gender, cultural, and social barriers with a specific focus on HIV treatment and prevention. [Editor's note: see "Related Summaries" below to access this tool.]
- A partnership with Moçambique em Acção (Mozambique in Action), the social responsibility division of Mozambique's STV main private broadcaster, to produce and air ten 2-hour television programmes in which the TTHV video profiles were presented and then discussed with a panel of adults.
- A project to dub 26 episodes of the South African HIV/AIDS drama series Tsha Tsha into Portuguese and to produce facilitation guides to be used at the community level, linking up with the TTHV initiative.
- A multimedia campaign - Andar Fora e Maningue Arriscado (Stepping out Is Very Risky) - on the risks of multiple concurrent partnerships (MCP) and social approval of new social and gender norms among married couples.
- An expansion of the HIV/AIDS Advocacy Toolkit for District Administrators, which reached 750 political and community leaders (regulos, traditional healers, rite of passage counsellors, religious leaders, and village secretaries). [Click here to access a set of visual cue cards featuring topics such as MCP, HIV/AIDS-tuberculosis (TB) co-infection, stigma at the community level, and the protection of orphans and vulnerable children (OVC).]
- An effort to increase the quantity and quality of media coverage of HIV/AIDS issues through 3 training workshops for 75 journalists and social communicators, the purpose of which was to build journalists' skills as well as to share accurate information on HIV/AIDS transmission patterns and preventive behaviours - as well as the formation of a Media Journalist Network.
In addition, Tchova Tchova worked in the area of communication for HIV prevention and treatment services. Specifically, JHUCCP assisted the Ministry of Health (MOH) to increase treatment-seeking behaviours and anti-retroviral therapy (ART) literacy and adherence, as well as to reduce stigma and promote HIV services. JHUCCP produced a package of training materials and a set of job aids (Six Tips for Interpersonal Communication), and the project supported the development of a set of counselling and communication tools for providers across HIV services and client materials.
Finally, Tchova Tchova endeavoured to strengthen capacity among Conselho Nacional de Combate ao HIV/Sida em Moçambique / National AIDS Council (CNCS) and MOH Education Unit staff to conduct large-scale communication strategies and coordinate mass media and communication activities at the national and provincial level.
JHUCCP with World Vision, the International HIV/AIDS Alliance, and N'Weti to support the Mozambique Ministry of Health, National AIDS Council, and many civil society and media organisations. Funding from the United States (US) President's Emergency Plan For AIDS Relief (PEPFAR).
JHUCCP website, October 31 2011.