Brisons le Silence (Break the Silence)

Brisons le Silence (Break the Silence)

In March 2012, the International Rescue Committee (IRC), Cote d'Ivoire (Ivory Coast), launched Brisons le Silence (Break the Silence), a nationwide social marketing campaign to combat violence against women and girls, including domestic violence, in Cote d’Ivoire . The campaign uses social norms marketing to encourage the reporting of conjugal and partner violence, as well as the support of survivors. The campaign is designed to promote equitable gender norms and positive attitudes toward women and coordinated by the Gender Based Violence Coordinator, Monika Bakayoko-Topolska.

Communication Strategies: 

According to social marketing research, as cited by as Monika Bakayoko-Topolska, who oversees the IRC women's programmes in Côte d'Ivoire, the kind of campaign created by the IRC can have a profound effect on attitudes and behaviour related to gender norms and violence against women. Social marketing campaigns use traditional commercial marketing techniques to affect behaviour and attitudes related to social problems.

 

The audiences for the campaign include men ages 18-35 and housewives of the same age bracket. The messages address both action and social norms for each group:

 

For the men:

 

1) Nous sommes une équipe contre la violence. (We are a team against violence.)
2) Protéger les femmes, c’est aussi notre affaire! (Protect women, it is also our business.)

 

For the women:
1) Brave femme, lève-toi contre les violences! (Brave woman, stand up against violence!)
2) Chez nous, la violence n’a pas sa place! (There is no place for violence in our home!)

 

Several national artists and celebrities are participating in the campaign, including the Ivoirian soccer star Kolo Habib Touré and his wife, Hip Hop stars Nash and DJ Mix, Reggae star Kajeem, and actresses Akissi Delta and Marie Louise Asseu. Protestant, Catholic, and Muslim leaders are also acting as spokespersons for the campaign.

 

Activities include:
A launch event at the Palace of Culture in Abidjan, Cote d’Ivoire. The event included a drama on the theme of domestic violence, comments from partners, a testimonial from a survivor, and a performance of the original campaign theme song by participating artists.

 

The campaign includes: radio and TV public service announcements (PSA's); radio scenarios and news stories; Facebook and Twitter messaging; mobile phone messaging; posters; billboards; localised information via information calendars; a free hotline for survivors and assisters; and t-shirts and bracelets.

Development Issues: 

Gender Based Violence.

Key Points: 

Click here to view the TV spots on the IRC's Break the Silence YouTube channel. 

 

Click here to access the campaign's Facebook page.

 

 

Partner Text: 

Funding from: The World Bank; the Novo Foundation; Moov, a telecommunications company; and Sotra, Abidjan’s municipal bus company.

Source: 

Email from Virginia A. Williams to The Communication Initiative on January 13 and April 21 2012; and The Blog section of The Huffington Post website of March 27 2012, accessed on April 19 2012.

GoodLife Campaign Ghana

Officially launched in November 2010, the GoodLife Campaign in Ghana is a multimedia campaign encouraging reflection about what makes life "good", linking personal happiness to the practice of healthy behaviours related to: maternal neonatal and child health; family planning; malaria prevention and treatment; nutrition; and water, sanitation and hygiene.

Communication Strategies: 

At the centre of the campaign is the GoodLife Game Show, designed to move health messages beyond instructive commands to engaging people on issues relevant to their own daily lives. Contestants on the show are posed challenges, answer questions, and participate in skills-building games based on particular health issues. The campaign also uses well known Ghanaians to get the messages across, including stand up comedian Kweku Sintim-Misa and Hip-life music artist, Nana Boro.

The project is being implemented in three phases:

Phase 1, which ran from 9 to 26 November 2010, was a teaser campaign to generate discussion around the question 'what is your good life?' This phase used different multimedia approaches to attract the intended audience's interest:

  • TV and radio spots - spots around six characters, a hair dresser, a taxi driver, a footballer, a farmer, business man, and a seller.
  • posters
  • buzz cards
  • t-shirts
  • SMS (text) messages

Along with multi-media, there were also community activities in the form of Community Storming Teams, who engaged people in discussion and handed out flyers and buzz cards.

The 2nd phase, which ran from November 2010 to February 2011, was the brand positioning campaign. The messages focused on health in general, laying the foundation for people to want to seek out and practice disease prevention. Multi-media used included the following:

  • television and radio spots - the same 6 characters as in phase one depicted what would happen to their good life if they became ill;
  • a good life song;
  • music video;
  • billboards; and
  • a music concert

At health facility and community level, the project used posters, flyers, banners, wall paintings, and health volunteer activities, as well as health reference materials and community mobilisation manuals.

The main phase has been running from January 2011 and focuses on:

  • specific health messages;
  • strengthening the good life brand; and
  • broadening participation with other organisations in public and private sector.

The campaign also offered a GoodLife website which featured information about the different health issues addressed by the campaign, as well as campaign resources.

As part of the overarching GoodLife campaign, in June 2011, the Behaviour Change Support (BCS) Project and ProMPT, in partnership with the National Malaria Control Programme and the Ghana Health Service, launched the new "Aha ye de" malaria campaign. "Aha ye de" means "It’s Good Here" in Twi, one of Ghana’s national languages. The campaign is designed to reposition the use of treated nets as a lifestyle decision, while at the same time preventing malaria. The campaign seeks to increase risk perception by emphasiding the severity and threats of malaria. At the same time, the campaign empowers individuals to use malaria prevention and appropriate treatment. (see Related Summary below for "Aha ye de" campaign materials .)

Development Issues: 

Maternal Neonatal and Child Health, Family planning, Malaria prevention and treatment, Nutrition, Water, Sanitation and Hygiene

Partner Text: 

United States Agency for International Development (USAID), the Johns Hopkins Center for Communication Programs (JHU/CCP), CARE, PLAN International, and the Ministry of Health, the Ghana Health Service (GHS).

See video
Source: 

Good Life website and JHU/CCP website on February 27 2012.

Malaria Control in Cameroon

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Between 2009 and 2011 the Fobang Foundation (FF) ran a programme in Cameroon to promote malaria prevention by explaining the biological basis of the disease and educating the population on better control methods. The programme worked at the national and policy level to improve information collection and dissemination, and at the grassroots level to promote awareness and action through comics, radio, schools clubs, theatre, and a vocational centre.

Communication Strategies: 

According to the Fobang Foundation, in 2006, it became clear that Plasmodium falciparum was resistant to amodiaquine and that the Anopheles mosquito was resistant to pyrethroids. In 2007, the National Malaria Control Programme (NMCP) decided to reorient towards greater community participation in order to mitigate the difficulties it was having scaling up its interventions with insecticide-treated mosquito nets, the intermittent preventive treatment (IPT) of pregnant women with sulfadoxine pyrimethamine (SP), and the use of Artemisinin-based combination therapy (ACT). According to FF there was also a general lack of information or the information that is disseminated is not culturally relevant.

At the national and policy level the programme coordinated a biennial Malaria Report for Cameroon by helping the National Malaria Control Programme develop questionnaires, collect and analyse information from the provinces, and monitor sites and organisations involved in malaria prevention. To promote effective malaria prevention in communities, the programme adapted training kits to educate at-risk groups, and conducted community-based awareness and prevention activities. The key activities were as follows:

 

  • Research and capacity build-up - FF worked with the 'National Malaria Control Programme' (NMCP) and the Cameroon Coalition Against Malaria (CCAM) to gather information in order to create a complete picture of the malaria situation in Cameroon. This included malaria indicators in a number of important regions (in North-West, South-West and Central Cameroon as well as in the Adamawa regions). The focus was on children under five and pregnant women.
  • Cultural health education - FF produced a malaria manual and co-sponsored the biweekly report 'About Malaria’, which also contains a comic strip on preventing malaria. The Radio Health International project enabled information about malaria to be broadcast over the radio.
  • School Health Clubs (SHC) - School health clubs received sponsoring for project activities that are part of the Community Outreach Malaria and HIV Prevention programme. On average, each club has 50 active members, and about 10 clubs are involved.
  • Theatre – The theatrical play Wabu (the Malian word for malaria) is about the dilemma of traditional African and Western approaches to the treatment of fever and malaria. Wabu was also made into a documentary and translated into French and Pidgin.
  • Vocational and hope centre - The vocational and hope centre focused on activities related to the production of insecticide-treated mosquito nets, 1,500 mosquito nets were distributed through the school health clubs.
  • The Malaria Control in Cameroon programme operated in parallel with an HIV/AIDS project funded by the Dutch Albert Schweitzer Foundation (NASF), which Fobang Foundation says helped to reduce costs and duplication.

Development Issues: 

Malaria

Key Points: 

FF faced some challenges in the implementation of the project which meant that some objectives were delayed or needed extra funding. The organisation says they have learned to make its projects less ambitious. According to FF, it is better to achieve good results in small steps over several years, than to start a lot of activities that produce little to no result at all.

Partner Text: 

Fobang Foundation, Malaria No More Nederland

Source: 

Malaria No More website on February 11 2012.

The Vietnam Handwashing Initiative

Created by the World Bank's Water and Sanitation Program (WSP), the Vietnam Handwashing Initiative aims to reduce disease and mortality through a behaviour change communication (BCC) programme to promote handwashing with soap among caretakers of children under 5 and among primary school children aged 6-10 years. The initiative includes both: (i) a national mass media campaign geared toward children, and (ii) a school-based interpersonal communication activities campaign. It aims to ensure that semi-urban and rural schoolchildren will:

Communication Strategies: 

Campaign development started with formative research conducted in July 2008 amongst children in 6 primary schools from 3 provinces to represent northern, central, and southern regions of Vietnam; in each province, one peri-urban and one rural area were chosen. Research methods included:

  • Family structure diagrams were developed by each child to learn about the social relationships within the child's household and how those relationships might affect children's ability to wash hands with soap. This method used pictures where the child (shown at the centre of the paper) drew lines to the person in the home they were closest to, spent the most time with, feared most, and so on.
  • Daily diaries were used to learn about what children do from morning to evening. Drawings of two clocks (one for morning, one for afternoon/evening hours) were used for children to fill in activities that they did for each hour(s) per day. This was done as a group exercise.
  • A series of Motivation Pictures showing various handwashing scenes were presented to children and they were asked to tell a story based on how they interpreted the pictures. The objective was to understand the emotional driver for washing hands such as disgust, morality, shame, regret, and so on.
  • Students were asked to name their favourite role models, the reasons for their admiration and to list the careers they wanted.
  • Belief interviews were conducted with individual students to understand what children believe are the benefits to washing hands with soap, the causes of diarrhoea, and so on.
  • In-depth interviews and focus group discussions with headmasters and teachers were carried out to understand the school's organisation.
  • Direct observations were made of water, sanitation, and hygiene facilities in both schools and homes to understand access and availability of water and soap.

Amongst the findings: a leading motivator for handwashing with soap is the desire to prevent others from getting sick (especially younger brothers and sisters). This and other findings were incorporated into a behavior change communication (BCC) campaign for children, launched in August 2009, using the theme "pride of the family". Handwashing with soap was positioned as an easy, fun, and smart behaviour with a tagline of "Wash your hands with soap for your own health and the health of others around you". WSP supported its partners to work with an advertising agency to develop a programme using an entertainment/education approach that was designed to generate interest and enthusiasm while promoting the practice of handwashing with soap. As a result, a campaign with colourful, attractive, and positive characters was developed around a superhero that gets special powers by handwashing with soap in order to help his family and others.

 

Rather than a top-down education approach, the campaign combined mass media and interpersonal communications activities. A series of 10 cartoon strips was printed in the weekly national children's "Youth" magazine beginning in September 2009. These were made into animated cartoons shown on the nightly children's television show "Goodnight Baby" beginning in March 2010. In addition, children's games were modified for use in schools along with singing of the "Five Clean Fingers" song used in the programme for mothers and grandmothers. A set of guidelines and an instructional DVD were made for training teachers about how to play the games as an addition to existing lessons on handwashing with soap. Each school within the programme areas will carry out 5 extracurricular activities throughout the year, including participating in a national handwashing drawing contest through the "Youth" magazine.

Development Issues: 

Children, Health.

Key Points: 

Vietnam is one of 4 countries within the WSP's Global Scaling-Up Handwashing Project (funded by the Bill and Melinda Gates Foundation), which focuses on learning how to apply innovative promotional approaches to behaviour change to generate widespread and sustained improvements in handwashing with soap at scale among women of reproductive age (ages 15-49) and primary school-aged children (ages 5-9). Other countries include Peru, Senegal, and Tanzania.

 

Over 10,000 students have been reached thus far through the school programme, and an estimated 630,000 children have been reached via the mass media programme. Lessons learned so far include:

  • The consumer research state is crucial in developing a BCC campaign, as findings are very important for identifying the factors that determine behaviour and are used to make the campaign objectives.
  • Research tools need to be developed that can uncover the individual, family, and larger society factors that may help or stop people from washing hands with soap.
  • The normal research tools used with adults such as focus group discussion and in-depth interviews may not give enough useful insight needed as many children easily get bored with questions and are easily influenced by the responses of their friends. Thus, research activities need to be varied, participatory, and fun. Children should be allowed to take the lead. Pictures are a useful and easy way to get information and start discussion.
  • During brainstorming activities, it may be better to ask children to list only their top 3 choices rather than listing all of their ideas.
  • During pretesting, it is crucial to test at least 2 different campaign ideas; this ensures that audiences are provided a chance to respond to alternative concepts rather than only making comments on variations of the same concept. In this case, the campaign was tested with 2 different characters: a cartoon rabbit character and a more realistic rural school boy, Bi, who becomes a superhero. The character of Bi was more acceptable to children, and was further refined and pretested again several times before the final production. Ideally, there should be at least 2 rounds of pretesting.
  • Research and pretesting should be done by an experienced person who has worked with children before and who can turn the discussion into an activity or game to help keep the children's attention.
  • Timing is crucial. Start early when children are attentive and alert. Limit each group activity to one hour including a short break.
  • "The advertising agency was given the results of the children's research, as well as guidelines. However the agency did not use these fully. Although the creative ideas looked good, WSP and its partners often had to supervise closely so that the creative ideas reflected the research findings."

Ghana Behaviour Change Support Project

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The Ghana Behaviour Change Support (BCS) project is a four-year multi media project, running from 2009 to 2013, assisting the Ghana Health Service (GHS) at the national, regional, and district levels to achieve health-related millennium development goals.

Communication Strategies: 

According to JHUCCP, the BCS project is audience focused and driven by the community and family levels, where behaviour and norms are formed. The primary focus is on households with children and youth, and the communities they live in, the providers they go to, and the district and national leaders that impact them. The project employs the Communication for Social change model, which blends community, interpersonal, and mass media approaches to build synergy around three strategic elements or engines:

  • Addressing a wide spectrum of health topics simultaneously through an integrated approach, Ghana BCS is creating educational and entertaining programmes/series that will go on over the duration of the project.
  • Utilising BCC campaigns to focus on one or two specific health issues at a time with high intensity and limited duration.
  • Working closely with regional, district, and sub-district health teams to build and strengthen the network of local non-governmental organisations to undertake effective and synergised community mobilisation in both rural and urban settings.

The BCS programme includes the following core activities:

    GoodLife Game Show: The purpose of the GoodLife Game Show is to entertain, inform, and educate audiences through an exciting platform that engages and challenges people to adopt healthy living habits. It is designed to move health messages beyond instructive commands to engaging people on issues relevant to their own daily lives.
  • GoodLife music: A large pool of both well known and new Ghanaian musicians submitted tracks for the GoodLife song. The "GoodLife Allstars," a group of young musicians, were selected from these applicants and recorded the song and video. The GoodLife song is part of the overarching multimedia campaign. In addition, a GoodLife New Years concert featured many popular Ghanaian artists including Iwan, Ohemaa Mercy, VIP, 4X4, Castro, Bra Kevin, 2 Toff, Borax, Atsu Koliko and many more.
  • Aha ye de: It’s Good Here: In June 2011 BCS and ProMPT, in partnership with the National Malaria Control Programme and the Ghana Health Service, launched the "Aha ye de" malaria campaign. "Aha ye de" means "It’s Good Here" in Twi, one of Ghana’s national languages. The campaign is designed to reposition the use of treated nets as a lifestyle decision, while at the same time preventing malaria, linking the BCS’s overarching GoodLife campaign. The "Aya ye de" campaign also included music by the Ghanaian hip hop artist Nana Boroo. GoodLife Materials: The project produced GoodLife mass media campaign materials, including billboards, posters, stickers and TV spots, as well as the Daily GoodLife Guide and GoodLife Quiz.

  • The Life Choices Family Planning Initiative: Family planning is one of five focal project areas, and the Life Choices Family Planning Initiative is an integral part of the Behavior Change Support Project in Ghana. There are three elements to the family planning programme. These include demand for family planning services, supply of contraceptives, and quality of services provided. Life Choices, which includes a music video for the "Life is what you make it" song, five-minute docu-dramas, and television spots, is the campaign that focuses on the demand for family planning services. As part of the initiative, “Life Choices” signboards and radio spots were flighted throughout three focus regions, and campaign support materials developed, including, press advertorial, flipchart, booklets, brochures, posters, and bumper stickers. A Family Planning Community Action Kit was produced, which includes the Youth Action Kit, Coach Guides, Teen Passport, and Trigger Sketches.

Click here to access the campaign materials and publications.

Development Issues: 

Maternal Neonatal & Child Health, Family Planning, Malaria Prevention & Treatment, Nutrition, Water, Sanitation, & Hygiene

Partner Text: 

USAID, Johns Hopkins Center for Communication Programs (CCP), Ministry of Health, Ghana Health Service (GHS), CARE, PLAN International

Source: 

JHUCCP website on December 18 2011.

Red Card Campaign

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The Red Card Campaign, which ran between May and Dec 2010, used the sports metaphor of a red card to focus attention on the need to reduce children's, especially girls’ vulnerability to sexual exploitation during and after the 2010 FIFA World Cup in South Africa.

Communication Strategies: 

Focusing in Johannesburg and Cape Town, 22 partner organisations participated in training and roll-out of activities designed to increase awareness of sexual exploitation and increase the ability and willingness of people to intervene to prevent and/or report it. Sonke developed an integrated set of activities that were also intended to change attitudes and behaviour, especially among men and boys. Overall, the campaign was designed to ensure that participants and viewers understood both the legal and the ethical dimensions of sexual exploitation broadly, but with an emphasis on the particular gravity of sexual exploitation of children.
The campaign used the following strategies.

 

Ambush Theatre
One of the key strategies of the campaign was the strong emphasis on Ambush Theatre. Also called Invisible Theatre, this involves the performance of a thought-provoking scene in a public space, without passers-by being aware that it is theatre. The audience is drawn into the action and invited to participate in a discussion of the issues. Sonke adopted this as a key means of raising awareness about sexual exploitation and demonstrating the Red Card approach. The Red Card toolkit included instructions on how to perform Ambush Theatre and an Ambush Theatre instructional video and real-world demonstration, filmed in Cape Town at the Claremont taxi rank during the campaign activation. The performance shows how Ambush Theatre can be used to get attention and spark debate and discussions around sexual exploitation of children and the "fouls" that deserve the Red Card.

 

Use of Media
Campaign messages were published and broadcast across local and national print, radio, and television media to reach people across the country. Ranging from Scrutinize television animerts which were broadcast widely on national TV during the World Cup, to radio public service announcements, interviews and full-page magazine ads, the media aspect of the campaign, sought to raise general awareness about child sexual exploitation, calling on the public to step in and stop potentially harmful situations.
In preparation for the campaign launch day, Sonke conducted training with selected volunteers from different communities. The training focused on forms of sexual exploitation, particularly involving children, and on how to use the Red Card as a tool to stop it. Participants learnt about "red card fouls", such as having sex with someone under age or buying stuff to get sex from a young person, and were equipped with red cards to use when they encounter any of these situations. Selected partner organisations were also been engaged, sensitised, and trained on the Red Card methodology and assisted in the role out of the campaign.
Partner organisation, Grassroots Soccer, worked with youth during their holiday camps to explain child sexual exploitation and its implications in terms of HIV risk. They distributed over 200,000 Red Cards through the Skillz Holiday Supplement and incorporated the Red Card approach into their curriculum for continued use.

Development Issues: 

Sexual Exploitation, HIV/AIDS

Key Points: 

According to Sonke, in terms of scope, the campaign reached a large number of people directly through training and public activities, and had a further media reach of millions of people. In total, 1,163 people completed the Sonke Red Card training which enabled them to roll out the campaign further, and 12,126 learners completed the Grassroot Soccer Red Card module. Initial workshop assessments indicated that, especially amongst Grassroot Soccer’s young participants, knowledge of the links between HIV and inter-generational sex improved significantly.

See video
Source: 

Benin Integrated Family Health Project

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Working since 2006 in the department of Zou-Collines, the Integrated Family Health Project, also known by its French acronym PISAF, focuses on maternal and neonatal health, child health, malaria, family planning, and HIV/AIDS. PISAF's three main objectives are to create a supportive implementation environment, increase access to quality services and products, and increase demand for health services, products, and preventive measures.

Communication Strategies: 

PISAF's activities are designed to support the Government of Benin’s national policies and strategies to improve the health status of the people of Benin. PISAF collaborates with non-governmental organisations (NGOs), government agencies, other donors and USAID projects, communities, and the private sector, including 147 public and 28 private health facilities. In late 2010, PISAF received additional resources to focus on the prevention and repair of obstetric fistula and improvements in vaccination coverage in Zou/Collines.

PISAF’s approach includes developing an integrated family health service delivery package; increasing access to services and essential family health medicines through logistics support; and supporting service integration, monitoring, and outreach support, among other strategies. In terms of communication, PISAF’s strategy focuses on community mobilisation campaigns to increase demand for quality products and services, as well as raising awareness among communities, health workers, and others about the causes, prevention, and treatment of malaria.

In 2009, PISAF produced and disseminated information, education and communication and behaviour change communication tools. This included updating the inventory of available IEC materials, analysing the materials for community relevance, and then adapting or translating them into local languages. Noting a lack of IEC/BCC media in the waiting rooms of health facilities in Zou/Collines, PISAF recorded a 50-minute DVD to be shown at clinics, entitled Le Bonheur du Ménage (The Happy Household) with two parts: 1) an awareness sketch on FP and 2) accounts from women, men, and community leaders on the advantages of family planning.

PISAF also implemented multimedia campaigns on family health issues to provide accurate health information to the communities. For example, PISAF signed ten partnership contracts with local radio stations, and service contracts with three popular theater companies, one primary school theater company, and one popular traditional musical group to create family health programming. In addition, 15 hosts from radio stations received training on designing, editing, and broadcasting radio messages to prevent and treat uncomplicated malaria in the home, prevent sexually transmitted infections and HIV/AIDS, and on Mutual Health Organizations (MHOs), a new community level health insurance system. This culminated with the development of eight scripts for spots on MHOs that were translated into three languages, and then recorded, edited, and made ready for broadcasting.

PISAF also collaborated with local elected officials to involve them effectively in malaria control efforts in Zou/ Collines, providing orientation about the causes, signs, consequences, prevention, and treatment of uncomplicated malaria in the home. According to PISAF, after receiving training these leaders committed to direct involvement in controlling malaria in Zou/Collines through social mobilisation and advocacy activities.

As part of providing community-based care, community liaisons were trained in the management of childhood illnesses. Monthly follow-up sessions with community liaisons were held to strengthen their capacities, in particular in completing the management tools. Community stakeholders and care providers were also trained to improve the quality of services and care and to strengthen preventive measures by implementing awareness campaigns.

Through the President’s Malaria Initiative, PISAF is building the capacity of health services staff and managers and strengthening facility-based services. It is also working to build stronger data collection and reporting systems for malaria at the national level, as well as build the capacity of health services staff and managers and strengthen facility-based services.

Development Issues: 

Maternal health, Child health, Malaria, Family planning, HIV/AIDS

Key Points: 

According to PISAF, achievements have included the following:

  • identified and referred 39 cases of obstetric fistula from Zou/Collines for repair, with an overall success rate of 79% in a four-month period;
  • evaluated health system management in Zou/Collines, thus providing information on the current level of indicators calculated in 2006 to determine the progress PISAF had made;
  • Designed logistics management software and a web platform, Medistock, and scaled it up to the national level; ;
  • through the malaria collaborative, helped 52 health facilities in Zou/Collines increase their performance by 52% in treating febrile children under five with artemisinin-combination therapies (ACTs); and
  • facilitated the creation of 57 mutuelles to improve financial access to health services and spearheaded a national forum to enhance the professionalism of these organisations and promote collaboration among them.

Fundación Huésped - Huésped Foundation - Argentina

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Fundación Huésped is an Argentinean organisation that has been part of the fight against AIDS since 1989. The foundation sees AIDS as both a biological disease that is transmitted between people as well as an important social problem that requires an adequate community environment to support people living with the HIV virus. The foundation’s objectives are:

Communication Strategies: 

General strategies for prevention stem from the assumption that information and training are basic tools to combat AIDS.

  • Holistic AIDS prevention;
  • Social and epidemiological investigations in diverse populations;
  • Training and technical assistance for community groups and organisations, and healthcare and education stakeholders who are involved with the issue;
  • Broad prevention strategies directed at both the general population and vulnerable groups;
  • Organisation of local networks and mobilisation of diverse stakeholders: healthcare stakeholders, the educational system, non-governmental organisations (NGOs), community organisations, and groups of people who live with HIV.
  • Multiplication of public prevention messages among peers, community participation, and local leadership development;and
  • Advocacy for specific public policies through the coordination with municipal and provincial decision-makers. 

 

The foundation develops printed materials and public campaigns (graphic, radio, and television materials) in order to make information about AIDS available to everyone in clear, simple, and effective ways. In May 2005, the foundation launched a new prevention campaign, "Yo también," (Me, too). In this campaign, people wear red, silicon bracelets to make their participation in the fight against AIDS public. "Yo también" provides a vehicle to openly support the fight against the epidemic, to show solidarity with people living with HIV/AIDS, and to propagate a message of social commitment capable of multiplying among the population.

 

Huésped views its strategy to get prevention messages into the mass media as key to stopping the spread of AIDS and reducing stigma and discrimination. Every year on December 1st, World AIDS Day, the foundation puts a television program on Channel 13 with time donated by the station, the actors, and others, to raise awareness about HIV/AIDS. The programmes, which are available on the foundation website are Sútiles Diferencias (Subtle Differences), Revelaciones (Revelations), Oportunidades (Opportunities), Reparaciones (Reparations), Hoy Me Desperté (Today I Woke Up), Cortos que Animan (Motivating Shorts), and Preventoons (cartoons for primary school children on HIV/AIDS prevention).

 

Current campaigns include a blog called "Espacio Positivo" (Positive Space) and active sites on social networks such as Facebook, Twitter, Sonico, Taringa. The campaigns present many videos, spots, and presentations on YouTube.

 

Fundación Huésped: provides technical and methodological training for primary and middle school teachers; works with NGOs and community groups to raise awareness; trains managerial personnel at major corporations such as Burger King and Starbucks; coordinates internships at the university level, as well as a Masters level public health degree with an emphasis on HIV/AIDS; and provides virtual training yearly to infectious disease medical personnel to keep them abreast of the latest in HIV/AIDS research.

 

Fundación Huésped also provides free legal assistance and free psychological services, participates and runs clinical investigations, runs a bio-ethics committee that looks out for the respect of human beings during procedures, and operates a network of volunteers who serve HIV/AIDS patients with everything from accompaniment and conversation to orientation for family members.

Development Issues: 

HIV/AIDS, Youth

Key Points: 

The Huésped Foundation provides economic support for the Home "Los Querubines" which is located in the northern part of Greater Buenos Aires and houses at risk children and abandoned children living with the HIV virus or children who lost their parents to AIDS. The Foundation also annually finances 500 "cluster of differentiation 4" (CD4) and viral load studies (both studies related to immunie systems and HIV) for low-income patients at five Argentinean hospitals.

 

In many of its focused interventions, the foundation prioritises work in vulnerable communities with less education and who belong to the poorest and most excluded sectors of society. In 2000, the foundation launched the Braille Red Ribbon project that provides information on HIV/AIDS to blind and vision-impaired people in Braille and through talking books.

Partner Text: 

Gobierno de la Ciudad de Buenos Aires, Fondo Mundial de Lucha contra el Sida, la Tuberculosis y la Malaria, and the Joint United Nations Programme on HIV/AIDS (ONUSIDA), among others.

Contact Information: 
Source: 

Fundación Huésped webpage, November 8 2011.

Tchova Tchova, Juntos Vamos Mudar

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.

Communication Strategies: 

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.

Development Issues: 

HIV/AIDS, Gender.

Partner Text: 

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).

Contact Information: 
See video
Source: 

JHUCCP website, October 31 2011.

Talking Frankly

Developed with children in grades six through ten across Jordan, Talking Frankly is designed to make school a place to learn about making healthy lifestyle choices and adopting health behaviours. An initiative of the United States Agency for International Development (USAID)-funded Jordan Health Communication Partnership (JHCP) as part of a private-public partnership, Taking Frankly was launched in 2009 and has since been implemented in over 40 schools in an effort to raise awareness about the health issues that arise with puberty.

Communication Strategies: 

This initiative involved the provision of information in the form of printed materials, including: the installation of 18 health rooms in girls' schools where the girls receive general information about health issues and can acquire feminine hygiene products; the development and distribution of two booklets (for boys and girls) addressing a range of topics, including changes that come with puberty, nutrition for adolescents, the importance of physical activity, and proper hygiene; and the creation of a pamphlet for parents teaching them how to better understand their teenage children.

 

Talking Frankly also included a competition between the schools for the healthiest and cleanest school environments. Forty-six schools from across Jordan participated in the competition, which assessed the management of health at the schools, the overall hygiene level at the schools, and the students’ understanding of health issues. The students performed skits about health subjects, including puberty, hygiene, nutrition, smoking and exercise, and prepared exhibitions on the same range of topics. An awards ceremony, held in July, celebrated the efforts of schools across Amman, Zarqa, Irbid, Ajloun, and Balqa'a.

 

In order to ensure the sustainability of the “Talking Frankly” initiative, broaden its reach, and seek continued interaction between the public and private sectors, JHCP has developed an interactive, educational website designed to help students continue to learn about their own health in a fun and enjoyable way by participating in a competition and allowing contestants with the highest results to win many prizes. Students can also continue discussion about health topics and download the informational booklets.

Development Issues: 

Children, Youth, Health.

Key Points: 

Quotes from three female student-participants in Talking Frankly include thanking the initiative for giving them "this opportunity to understand more about my body and the physical changes I am passing through", "the chance to respect the way I look and to deal with my body properly", and "the chance to learn on how and what I should do to keep my personal hygiene."

Partner Text: 

With funding from USAID: the Johns Hopkins Bloomberg School of Public Health (JHUCCP), the Ministries of Education and Health, Fine Hygienic Paper Company, and Fine Sancella Hygiene Jordan.

Source: 

JHUCCP website, October 24 2011.

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