1 Links Media`s Participation in the VII Reunión Técnica de Iniciativa

Links Media’s Participation in the VII Reunión Técnica de Iniciativa
Amazónica contra la Malaria (AMI) and Iniciativa contra las Enfermedades
Infecciosas en América del Sur (SAIDI)
Lima, Peru
April 7-18, 2008
Trip Report
Marisabel Sánchez, M.P.H.
Rodolfo Pereira
Anngie Caballero
Links Media, LLC
707 Conservation Drive, Suite 300
Gaithersburg, MD 20878 USA
Tel: (+1) 301-987-5405
Fax: (+1) 301-987-5498
Email: [email protected]
Contract Number: GHS-I-00-03-00037-00
Task Order Number: 01
Author(s) Name: Marisabel Sánchez
Language: English and Spanish
Date of Publication: June 10, 2008
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About Links Media
Links Media is a full-service communications company providing organizations with an
array of technologies and methods to influence behavior, communicate risk, and
mobilize resources to generate positive change. Links Media’s services include market
research, strategic communications, multimedia production, partnership building and
advocacy, and knowledge dissemination. Currently, Links Media is leading
communication and advocacy efforts in support of multisector and multifactor
antimicrobial resistance (AMR) containment strategies in South America through the
United States Agency for International Development (USAID) Amazon Malaria
Initiative (AMI) and the South American Infectious Diseases Initiative (SAIDI).
Abstract
From April 7-18, 2008, Marisabel Sánchez and Rodolfo Pereira of Links Media traveled
to Lima, Peru to participate in the Seventh Technical Meeting of AMI, followed by
meetings of the SAIDI Steering Committee. Links Media’s Anngie Caballero is an incountry employee.
The objective of the meetings was to offer technical assistance and information
dissemination guidance to the attendees of each meeting. Links Media’s trip involved
the following specific activities:
•
•
•
•
•
•
•
Providing technical assistance in the coordination of AMI’s information
dissemination activities.
Managing the dissemination activities planned to place AMI and malaria control
in the public agenda.
Participating in and providing technical assistance for the SAIDI Steering
Committee meeting.
Working with the SAIDI P4 team in supervising the communication and
advocacy activities included in the strategic and operational plans.
Collaborating with SAIDI P4 to determine the next steps for the Initiative.
Informing USAID about the activities, progress, goals, opportunities, and next
steps of AMI and SAIDI.
Compiling this trip report and details of media coverage.
2
Recommended Citation
Sánchez, M.; Pereira, R.; Caballero, A.; Weavers, S. 2008. Links Media Participation in
the VIIReunión Técnica de Iniciativa Amazónica contra la Malaria (AMI) and Iniciativa
contra lasEnfermedades Infecciosas en América del Sur (SAIDI); Lima, Peru; April 7-18,
2008. Submitted to the U.S. Agency for International Development by Links Media,
LLC. Gaithersburg, Maryland: Links Media, LLC.
Key Words
Peru, Brazil, Ecuador, Guyana, Suriname, Bolivia, Colombia, Venezuela, AMI, SAIDI,
malaria,
infectious diseases, tuberculosis, antimicrobial resistance, communications, information
dissemination.
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Table of Contents
Acknowledgements
Acronyms
Background
Purpose of the Trip
Source of Funding for the Trip
Links Media Trip Summary
AMI Meeting
SAIDI Meeting
Daily Activity Overview
Annex 1: Trip Agenda
Annex 2: AMI Media Report
Annex 3: Selected Media Coverage Generated by Links Media
Annex 4: Links Media Presentation at AMI Meeting
Annex 5: Summary of Responses and Selected Surveys
Annex 6: Request for Country Clearance—AMI and SAIDI Meetings
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4
5
6
8
8
9
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12
13
16
18
23
32
41
48
Acknowledgements
The authors of this report would like to express their sincere appreciation to the staff of
thePeruvian Ministry of Health (MINSA) and our partners at The U.S. Centers for
Disease Control and Prevention (CDC), Management Sciences for Health (MSH), the
U.S. Pharmacopeia (USP), and the Pan American Health Organization (PAHO).
The authors wish to express their thanks to the Links Media and PAHO staff for their
assistance in developing agendas and providing logistical support. The authors also
thank Links Media’s María Eugenia Reos and Sandra Sánchez for translation assistance
and preparation of tables and graphics.
The authors would also like to thank the USAID Peru Mission, in particular Dr. Jaime
Chang; and USAID’s Bureau for Latin America and the Caribbean, in particular Peg
Marshall, Ph.D., and Dr. Trenton Ruebush.
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Acronyms
AMI
AMR
APUA
CDC
LAC
MINSA
MSH
PAHO
SAIDI
TA
TB
USAID
USP
Amazon Malaria Initiative
Antimicrobial resistance
Alliance for the Prudent Use of Antibiotics
U.S. Centers for Disease Control and Prevention
Latin America and Caribbean
Ministerio de Salud (Peru)
Management Sciences for Health
Pan American Health Organization
South American Infectious Disease Initiative
Technical assistance
Tuberculosis
U.S. Agency for International Development
U.S. Pharmacopeia
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Background
The Amazon Malaria Initiative (AMI) is a USAID-funded, eight-country regional
program in the Amazon basin. Partner countries are Bolivia, Brazil, Colombia, Ecuador,
Guyana, Peru, Suriname, and Venezuela. Through a consortium of partners, including
the ministries of health of the eight countries, the U.S. Centers for Disease Control and
Prevention (CDC), Links Media, Management Sciences for Health (MSH), the Pan
American Health Organization (PAHO), and the U.S. Pharmacopeia (USP); AMI is
working to prevent and contain malaria in the Amazon basin and bring lessons learned
and networking to the other countries of the region.
Some of the specific activities of the partnership include:
•
•
•
•
•
•
•
Determining drug efficacy in the various parts of the region and working toward the
implementation of evidence-based antimalarial drug policies
Harmonizing of national drug policy with specific sub-regions of the partner
countries
Building human capacity regarding malaria issues
Building decentralized laboratory capacity through the use of minilabs
Testing the effectiveness and appropriate use of selected new rapid diagnostic
methods
Integrating vector control through selective control application
Addressing drug quality control through procurement, distribution chain
management, and marketing oversight
Strategic partner Links Media leads communication and outreach activities targeting
the policy-makers, health care professionals and service-provider communities,
consumer groups, and individuals essential to sustaining effective infectious diseases
programs. Gaining the active support and acceptance of these target audiences will help
ensure the continued promotion and adoption of related best practices. This goal can be
achieved by:
•
•
•
Providing technical assistance to build their capacity and help them inform and
educate target audiences about the need for sustainable programs addressing
malaria.
Developing a dissemination plan that includes the use of new and existing
information and educational resources and materials, approaches, and venues to
inform and educate target audiences about the value and need for sustainable
programs addressing malaria.
Making timely information on malaria widely available to health care providers.
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•
•
•
•
•
Promoting timely utilization of information on malaria and hospital infection
surveillance and control in the formulation of evidence-based policies, strategies,
and interventions.
Promoting the monitoring and evaluation of activities and strategies.
Discussing feedback from international and in-country partners.
Encouraging health professional groups, health providers, and consumers to
participate in educational activities regarding best practices.
Increasing public knowledge of key infectious disease issues.
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South American Infectious Disease Initiative (SAIDI)
The South American Infectious Diseases Initiative (SAIDI) is also funded by USAID and
involves the same core group of technical partners, with the addition of the Alliance for
Prudent Use of Antibiotics (APUA). SAIDI partners are active in Bolivia, Paraguay, and
Peru, and are taking an active approach to identifying issues in antimicrobial resistance
in pilot community programs. The initiative includes providing technical assistance in
medication quality assurance, proper storage and distribution of medicines, accurate
diagnosis and appropriate treatment, and communicating the benefits of adhering to
scientifically proven methodologies for diagnosis and treatment. SAIDI works to
address many infectious diseases and limit their impact on the communities.
Tuberculosis has been a recent focus of the partners.
As with AMI, Links Media’s communication and outreach activities target policymakers, health care professionals and service-provider communities, consumer groups,
and individuals, and are essential to sustaining effective infectious diseases programs.
Gaining the active support and acceptance of these target audiences will help ensure the
continued promotion and adoption of related best practices.
9
Purpose of the Trip
From April 7-18, 2008, Marisabel Sánchez and Rodolfo Pereira of Links Media traveled
to Lima, Peru to participate in AMI and SAIDI activities including the Seventh
Technical Meeting of AMI, AMI annual Steering Committee meeting and SAIDI
working planning and evaluation-related activities meetings. Anngie Caballero, an incountry Links Media consultant, also participated in AMI and SAIDI activities.
The objective of the meetings was to offer technical assistance and information
dissemination guidance to the attendees of each meeting. Links Media’s trip involved
the following specific activities:
•
•
•
•
•
•
•
Providing technical assistance in the coordination of AMI’s information
dissemination activities.
Managing the dissemination activities planned to place AMI and malaria control
in the public agenda.
Participating in and providing strategic planning input to the AMI annual
Steering Committee meeting.
Working with the SAIDI P4 team in supervising the communication and
advocacy activities included in the strategic and operational plans.
Collaborating with SAIDI P4 to determine the next steps for the Initiative.
Informing USAID about the activities, progress, goals, opportunities, and next
steps of AMI and SAIDI.
Compiling this trip report and details of media coverage.
Source of Funding for the Trip
Funds from the USAID Bureau for Latin American and the Caribbean for the AMI and
SAIDI projects supported this trip.
10
Links Media Trip Summary
From April 7-18, 2008, Marisabel Sánchez and Rodolfo Pereira of Links Media traveled
to Lima, Peru to participate in the VII Reunión Técnica de Iniciativa Amazónica contra
la Malaria (Amazon Malaria Initiative, AMI) and Iniciativa contra las Enfermedades
Infecciosas en América del Sur (South American Infectious Diseases Initiative, SAIDI)
Links Media’s Anngie Caballero, an in-country consultant, also attended the meetings.
Links Media’s work for the AMI and SAIDI meetings was to:
1) Coordinate press coverage and provide framework for information
dissemination
2) Assess the conceptual framework on how to disseminate the partners’
achievements in AMI
3) Conduct interviews with partners and survey their thoughts on information
dissemination and implementing communication strategies
4) Provide strategic input for the AMI initiative work projected for FY 08 and 09
AMI Meeting
Press coverage and media exposure
Through an extensive coordination effort, Links Media secured unprecedented press
coverage of the AMI meeting. Peruvian journalists interviewed USAID, Peruvian
Ministry of Health (MINSA) officials, and AMI partner representatives for television,
radio, newspapers, and online publications. Using the media channels, coverage
reached an estimated audience of 2,160,800 million persons. Some of the most
prestigious national news media outlets and shows covered the issue of malaria in the
Amazon and highlighted the achievements of AMI and USAID’s contribution to
preventing and controlling malaria. Some of the outlets and shows covering the topic
included El Comercio, Canal 7, Radio Nacional, Radio La Luz, and Fulanos y Menganos
(PLUS TV).
Prior to the conference, Links Media approached our partners to receive their input
regarding the appropriate message to disseminate. It was agreed to emphasize
advances in addressing prevention and control of malaria, the utilization of best
practices, lessons learned, shared solutions, and the identification of strategies for
continuing the initiative’s momentum.
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Links Media will build on this significant achievement, and continue our productive
relationships with the media outlets and journalists involved as we move forward in
implementing the dissemination plan. The successful implementation of the media plan
also provides AMI with a template for future meetings. Given the Peruvian media’s
willingness to help spread the word on malaria, we hope for similar assistance in other
partner countries.
Implementing the strategies identified in the conceptual framework
Marisabel Sánchez presented on guiding principles, strategies, audiences, identifying
needs, and recognizing media triggers that will permit us to move in and begin media
coverage strategy.
She explained the importance of understanding that media coverage and journal
publishing alone do not constitute a media strategy. These are not the results; rather,
they are part of the process. The goal of the media strategy is to keep malaria on the
public agenda in the partner countries. Using the media and publications can be an
important part of this goal.
Proposed articles will include intermittent irrigation of rice (IIR), impregnated mosquito
nets (a CDC project is under way in Iquitos), and policy change analyses. The process
for development and review of scientific and technical articles was confirmed. Links
Media’s team of writers will work with CDC’s Alexandre Macedo de Oliviera for
technical review before submitting articles to USAID for review.
Conceptual framework for communication strategy
Partners were receptive to the presentation on the conceptual framework for
communications, and surveys given after the presentation helped them identify their
needs.
The survey responses revealed several areas where the partners could use Links
Media’s help:
• Identifying potential content
•
Help with publication organization, writing, editing, and publishing
•
Helping the partners to communicate multisectorially—outside specific studies
and reflecting the achievements of AMI
•
Data collection and interviews with in-country staff, which have been ongoing
problems [(Links Media is looking at coordinating travel with PAHO to collect
information from the field and to interview researchers and program people
(Suriname, Guyana, Brazil, Peru)].
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The assessment also helped Links Media identify a talented pool of potential
spokespersons for AMI. Some will require ongoing additional training in working with
the media and conveying the desired message. There is also a need for ongoing one-onone contact with partners in the field to brainstorm on methods to disseminate AMI’s
achievements.
During the steering committee meeting, Links Media discussed new ideas for gathering
information and resources from partners. Additional topics for investigation for
publications were identified, and Links Media will follow up with MSH, CDC, and
PAHO to discuss. A summary of survey responses can be found in Annex 5.
Links Media reminded the partners that we are developing a comprehensive AMI Web
site for storage of all AMI-generated materials. This site will serve as the central
repository for AMI information, and will link to the partner sites.
The meeting allowed Links Media to acquire a great deal of information on field
studies, upcoming technical activities, and confirmed the importance of meeting with
partners (in country and in the United States) to develop a good cornerstone for
communication activities.
The meeting also clarified that it is important to monitor and evaluate AMI priorities.
The challenges of developing and maintaining an effective communication strategy for
AMI are greater than previously understood.
Media coverage samples, presentations from the AMI meeting, and survey responses
can be found as Annexes on the forthcoming CD-ROM.
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SAIDI Meeting
While in Peru, SAIDI held its annual steering committee meeting. Links Media attended
the meeting to discuss methods for continuing SAIDI’s work by mobilizing non-USAID
resources. The attendees agreed that that the community evaluation objective is to be
completed no later than August 2008.
After discussion with Jan Karlo Zavalaga—the SAIDI national coordinator for Peru—
Links Media held meetings with Asociación Peruana de Consumidores y Usuarios
(ASPEC) and Health Politics Initiative (HPI) to discuss maintaining the momentum of
the SAIDI interventions on drug quality processes, drug regulation, and consumer
advocacy. ASPEC will provide Links Media with a written update document, and they
committed to the idea that the SAIDI community workgroup would make a
presentation to HPI on community progress.
In a series of meetings with Lisabel Cabrera, Links Media discussed progress in the
evaluation of communication intervention methodology. Marisabel Sánchez answered
questions on logistical arrangements and discussed preparing a list of interviewees. As
with AMI, the goal is to keep SAIDI’s activities on the public agenda.
Links Media also attended a meeting and social event with SAIDI P4 to discuss
progress, challenges, and the lower value of the U.S. dollar versus Peruvian soles. A
workgroup is looking at changing activities due to a $5,000 shortfall caused by currency
value fluctuation. Discussion included resource allocation through ASPEC grant
writing and partnerships, especially addressing antibiotic use and sale of antibiotics
without a prescription.
Next Steps
•
•
•
•
•
Coordinate monthly telephone conferences to discuss and present action items
for AMI and SAIDI.
Plan on-site meetings to provide ongoing media training.
Supervise and monitor the included/understood activities of the AMI media
plan.
Supervise and monitor the activities of each of the SAIDI P4 lines of action that
are included/understood in the strategic and operational plan.
Disseminate information on the successes, benefits, and lessons of AMI.
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Daily Activity Overview
Monday, April 7, 2008
Links Media convened meetings of spokespersons, attended by Trent Ruebush, USAID;
Peg Marshall, USAID; Jaime Chang, USAID; Mabe Arce, USAID; Gustavo Bretas, MSH;
Roberto Montoya, MSH; Lourdes Barrios, MSH; Marisabel Sánchez, Links Media;
Rodolfo Pereira, Links Media; Anngie Caballero, Links Media; and Luis Miguel León,
MINSA.
The briefing book and CD was distributed to all of the meeting participants. Links
Media trained the spokespersons, discussing the main topics to deliver to the media,
and explaining how we would coordinate media pitches and interviews with them. The
USAID banners and press materials were prepared for the meeting.
As arranged by Links Media, CPN Radio interviewed USAID’s Dr. Jaime Chang during
the program A Punto de Jesús Alzamora.
A SAIDI meeting was held with Lisabel Cabrera. The meeting was a short evaluation of
progress and coordination with the SAIDI P4 team.
Tuesday, April 8, 2008
Links Media participated in the AMI Technical Meeting. Press coverage was obtained in
El Comercio with the title “Amazon Initiative against Malaria meets in Lima” (“Iniciativa
Amazónica contra La Malaria se reúne en Lima”), and media coverage on Canal 7,
Radio Nacional, and Radio La Luz. Recordings were produced in the studio of the
Program Fulanos y Menganos – PLUS TV. The episode aired on May 14.
Photocopies of the published articles in the media were given to the participants. The
objective of this dissemination activity was to demonstrate the Initiative’s achievements
in influencing opinion and to generate a partnership with the journalists in order to
continue disseminating the messages in their programs.
Wednesday, April 9, 2008
Agencia Andina de Noticias and Radio Programas del Perú, key media in the country,
published on AMI, the first in an internet article and the latter in an interview on the
topic with Dr. Jaime Chang.
15
El Peruano, an official newspaper, published the article, “Peru is a Leader in Malaria
Treatment” (“Peru lider en tratar la Malaria”), with statements from Dr. Luis Miguel
León, MINSA, and Dr. Trent Ruebush, USAID.
Canal 7 aired statements from AMI partners (USAID, PAHO, MINSA) during their
morning news broadcast; and the Andean agency of the News and Radio Programs of
Peru, the main media in the nation, published information on AMI on the internet in an
interview with Dr. Jaime Chang. The Peruvian published “Peru Leader in Treating
Malaria,” quoting Dr. Luis Miguel León, MINSA, and Dr. Trent Ruebush, USAID.
Thursday, April 10, 2008
Marisabel Sánchez presented on the communication strategies of diffusion and
communication in the AMI context, responded to participants’ questions, and invited
them to complete a survey covering suggested content for publication, success stories,
and data that the partners could offer in helping to disseminate knowledge obtained
since AMI’s inception. A summary of survey responses can be found in Annex 5.
During a meeting of spokespersons, it was noted that updated country numbers and
statistics are needed in advance. It was suggested to have a spokespersons trained to
work with the media by holding continuing mini-trainings (individual and group).
Links Media recorded interviews with Edgar Barillas, MSH; Juan Carlos Arraya,
Minister of Health and Sports, Bolivia; José Lázaro de Brito, Ministry of Health, Brazil;
Marco Fidel Suarez, OPS Bolivia; Luis Miguel León, MINSA Peru; Stephen Vreden,
University Hospital Paramaribo, Suriname; Gustavo Bretas, OPS Suriname; Jaime
Chang, USAID Peru; Rainer Escalada, OPS Washington; Raúl Veloz Pérez, Minister of
Health, Ecuador; Víctor Pribuda, USP; José Pablo Escobar Vasco, OPS Colombia;
Nicolás Cerón, PAHO Guyana; and Roberto Montoya, OPS Brazil.
Friday, April 11, 2008
AMI Steering Committee Meeting.
Sunday, April 13, 2008
Programas del Peru interviewed Dr. Luis Miguel León (MINSA). Dr. León discussed
AMI’s work and the achievements made in Peru.
Monday, April 14 and Tuesday, April 15, 2008
Links Media meetings.
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Wednesday, April 16, 2008
Links Media participated in three meetings, in which discussion focused on the need for
SAIDI P4 to coordinate with these institutions: Asociación Peruana de Consumidores
(ASPEC), Iniciativas de Políticas, and MINSA’s Office of Communications.
1. Meeting with ASPEC, attended by Jaime Delgado, President of ASPEC;
Crisólogo Cáceres, ASPEC; and Marisabel Sánchez and Anngie Caballero, Links
Media. Attendees discussed work that highlights the consumer’s role in deciding
on the selection of products (antibiotics).
ASPEC indicated that it has been working with five countries on marketing
strategies to face the potentially unethical commercialization of pharmaceuticals;
and indicated that due to eagerness to sell medicines, the problem cannot be
fixed with a prescription. They also indicated that joint campaigns (including
physicians) could be developed to inform consumers on the purchase of
pharmaceuticals and on the adequate use of antibiotics. ASPEC mentioned that—
as a key activity—local radio outlets exist where they can spread messages
directed to the consumers through radio ads at a national level.
2. Meeting with Iniciativas de Política, attended by Manuel Vargas, German Rojas,
Marisabel Sánchez, and Anngie Caballero. Iniciativas wishes to work on
sustainable actions and those within the community that emphasize the work of
public-private partnerships.
Through initiatives and technical assistance, the organizations would be able to
improve the availability and the supply of medicines in the public sector. The
implementation of the National Policy of Medicine (Política Nacional de
Medicamentos) would facilitate the design of strategies in the country tied to
National Health Strategies.
In the meeting, the participants identified civil organizations as groups that must
drive the process, as well as private-sector companies that can help strengthen
the civil society, as an important counterpart to the State. They requested a
document that contains the developed activities in SAIDI P4 that emphasize the
sustainability through private-public partnerships, and in this manner, help to
strengthen the civil organizations through active participation.
3. Meeting with the General Office of Communications (MINSA), attended by
Rubén Trujillo, Director General OGC MINSA, Marisabel Sánchez, and Anngie
Caballero. Attendees discussed the initiatives that were worked on with MINSA,
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and how joint work might be continued. Mr. Trujillo showed interest in the
subject of avian influenza, crisis communication, and on the curriculum that
Links Media has developed in this topic. Adopting this document (curriculum)
for health communicators was proposed, as were workshops for journalists and
spokespersons on avian influenza.
Thursday, April 17, 2008
Meetings scheduled for Rodolfo Pereira.
Friday, April 18, 2008
Activities included a meeting between President of PromPerú and Rodolfo Pereira, and
a final meeting with the SAIDI members to exchange ideas with the national partners.
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Annex 1
Agenda de visita
Links Media
7-18 abril 2008
VII Reunión Técnica Amazon Malaria Initiative - AMI & SAIDI
LUNES 07 ABRIL
11am – 12pm Reunión Links Media – USAID – OPS
Lugar: Hotel Plaza Del Bosque
12pm – 1pm Reunión Equipo de Gestión AMI y portavoces
Lugar: Hotel Plaza Del Bosque
5:00pm Reunión Links Media
Lugar: Hotel Plaza Del Bosque
Participantes: Marisabel, Rodolfo, Lisabel y Anngie
MARTES 08 – JUEVES 10 ABRIL
9am – 6pm VII Reunión Técnica Amazon Malaria Initiative – AMI
Lugar: Hotel Plaza Del Bosque
VIERNES 11 ABRIL
9am – 6pm Reunión Comité Timón AMI
Lugar: Hotel Plaza Del Bosque
SABADO 12 ABRIL
12pm – 3pm Reunión Links Media
Lugar: Miraflores Park Plaza
Participantes: Marisabel, Rodolfo, Lisabel, Jan Karlo y Anngie
6pm Visita Parque de la Reserva – Circuito Mágico de Agua
LUNES 14 – MARTES 15 ABRIL
Reuniones Marketing Links Media
MIERCOLES 16 ABRIL
10 am Reunión ASPEC
Lugar: José del Llano Zapata 354 Miraflores - ASPEC oficinas
Participantes: Marisabel, Edson, David y Anngie
12 pm Reunión ADIFAN - Asociación de Industrias Farmacéuticas de Origen y
Capital Nacionales
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Sr. Manuel Yzaga Salazar - Presidente
Lugar: Jr. Los Laureles Nro. 365 Urb. San Isidro
Participantes: Marisabel, Edson, David y Anngie
2 pm Reunión ALAFARPE - Asociación Nacional De Laboratorios
Farmacéuticos; Sr Augusto Rey de la Cuba - Director Ejecutivo
Lugar: Los Pelicanos 130, San Isidro
Participantes: Marisabel, Edson, David y Anngie
4 pm Reunión MINSA – Oficina de Comunicaciones
Lugar: Av. Salaverry 810 3er piso – Jesús Maria
Participantes: Marisabel, Lisabel y Anngie
JUEVES 17 ABRIL
10 am Reunión BBDO
Lugar: Av Jorge Basadre 951
Participantes: Marisabel, Lisabel y Anngie
12 pm Reunión ALICORP
Lugar: Av/. Argentina 4793 Carmen De La Legua – Callao
3pm – 5pm Reunion SAIDI P4
Lugar: DISA I Callao
Participantes: Marisabel, Jan Karlo, David, Edson, David, DEMID
Callao, Red BEPECA, Lisabel y Anngie
VIERNES 18 ABRIL
11am – 1pm Reunion SAIDI P4
Lugar: DISA I Callao
Participantes: Marisabel, Jan Karlo, David, Edson, David, DEMID
Callao, Red BEPECA, Lisabel y Anngie
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Annex 2
AMI Media Report
In order to conduct a comprehensive media outreach program, Links Media
implemented aserious methodological approach to gain access to the public opinion in
Peru and disseminate across a variety of platforms the significant achievements AMI
has made in reducing malaria morbidity and mortality in the Amazon basin.
1. Methodology
In order to create a solid media outreach campaign, we did the research, writing, and
editing of a Briefing Book, containing information devoted to the press and the
spokespersons. The process included obtaining a clearance document for all the
information we produced. The clearance was granted before the conference by USAID’s
Public Information Office.
2. Message
Prior to the conference in Peru, we approached all our partners to receive input
regarding the exact message we wanted to disseminate. After several consultations, we
agreed to emphasize not the meeting itself, but the sharing of advances in addressing
malaria, the utilization of best practices, lessons learned, shared solutions, and the
identification of strategies for continuing the initiative’s momentum.
We wanted to reinforce the concept that malaria is a truly global health issue, and
respects no international borders or continental distance. Despite the advances made in
vector control, disease detection, effective therapies, and communicating the risks of the
disease, 30 million people in Latin America are still at risk for contracting this
potentially fatal disease.
The adopted message had three specific subtexts, as follows:
• AMI uses a multi-pronged approach, based on a partnership between
organizations that provide technical assistance, each contributing with their own
expertise in complementing fields. Partnerships are also in place with malariarelated organizations working in each country.
• USAID’s Latin America and Caribbean Bureau, Office of Regional Sustainable
Development (LAC/RSD) developed AMI in 2001 to address ineffective control
and treatment of malaria. USAID’s contribution to the partnership has averaged
an investment of US$2 million per fiscal year.
• AMI’s partner countries are Bolivia, Brazil, Colombia, Ecuador, Guyana, Peru,
Suriname, and Venezuela.
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To disseminate our message, our main concern was to avoid any political
implication that could risk our entire communications strategy. In some AMI partner
countries, controversies exist regarding the nature and purposes of North-South
cooperation. We decided to take the opportunity to highlight South-South collaboration.
22
3. Messengers
As part of our methodological approach, we identified key AMI representatives to act
asspokespersons to interact with the media. We developed a list of specialists—in
consultation with all partners—based on their knowledge of the themes and messages
adopted. At the same time, we provided a Fact Sheet, with subjects and topics of
conversation with different media outlets. We also provided an Executive Summary
and a Spokesperson’s Guide. Before any interview with the media, we conducted a
debriefing session with the spokespersons to discuss in detail the message, the tone, and
the approach.
4. Platforms
Links Media conducted an intensive field research to determine the main news media
organizations with national coverage and high impact in all segments of the population.
Our objective was to determine the size and demographic composition of our potential
targeted audience. According to marketing studies and some audience measurement
reports1, we targeted the country’s news programs based on influence in shaping public
opinion and influencing opinion leaders. We also took into consideration national
statistics on estimated total number of individual viewers, and on specific
demographics.
Based on those studies, we concluded that radio is the main source of information in
Peru,followed by TV and print media. The Internet is still a growing new media outlet
but its influence—especially in high-income segments of the population—must be
seriously
considered. After indentifying the proper platforms to carry out our message, our next
step was to approach in person or by phone the main journalists that are real opinion
leaders in Peru, to facilitate an in-depth understanding of the issues involved. We
debriefed Raul Vargas, the main presenter of the radio news program “Ampliacion de
Noticias” (RPP)2; Jose Maria Salcedo (TV Program “Fulanos y Menganos,” Plus TV)3
(Salcedo also hosts the Sunday version of “Ampliacion de Noticias;”4 Laura Puertas
(America TV, Cuarto Poder)5; Juan Carlos Lujan (Editor Health Section “El Comercio”)6;
Rodolfo Espinal (Editor Andina News Agency); Simon Romero (New York Times Bureau
Chief Andean Region); and Marco Zileri (Caretas Weekly Magazine).
a. Radio
After a careful evaluation of our findings, regarding the size and demographic
composition of our potential targeted audience, we decided to target specific media
outlets, combining several media platforms to amplify our goal of reaching a wider
audience.
23
Our first choice was RPP, the main national network radio, with an estimated daily
listenership of 700,000 people. Within this radio station, we selected two news
programs: “Ampliacion de Noticias” and “Ampliacion de Noticias del Domingo.”
Another targeted news radio program was “A Punto,” hosted by Maria Teresa Braschi
and Jesus Alzamora. This program reaches an audience mostly in the highest
demographic sector, interested in political and economic issues.7
24
b. Television
The TV shows that we selected were nightly news programs, like
“Confirmado” from IRTP, and the talk show “Fulanos y Menganos.” The spokespersons
were also interviewed by other cable news outlets, but with limited audiences. We
obtained a firm arrangement with “Cuarto Poder” to air a segment produced by us at
Links Media. Our production is estimated to end in August 2008.
c. Newspapers
We approached the newspaper El Comercio, which published an article regarding AMI
in their main health section. El Peruano also published two articles on the same topic.7
RPP is a daily news program with live interviews with main opinion leaders. RPP is
heard in Peru and the Andean region. Anchors: Raúl Vargas, Augusto Alvarez Rodrich
and Patricia del Río. Ampliación de Noticias is the most listened-to program on the
radio in Peru, from 8 am to 10 am.
5. Conclusions
a. Audience reached
In total, we reached an audience estimated at 2,160,800 people across several platforms,
including radio, TV, print media, and cable. The main spokespersons were Dr. Jaime
Chang (USAID/Peru), Dr. Luis Miguel Léon (MINSA), and Dr. Gustavo Bretas (PAHO).
In reaching out to our targeted audience, we took into consideration demographic
information and researched the audience to obtain precise information of all media
organizations. Our main objective was to disseminate the main themes of the malaria
conference at a national and regional level. We selected some media outlets based on
their impact on opinion leaders, such as politicians, congressional representatives,
and administration officials.
Through our efforts and the excellent coverage we received, we are able to conclude
that malaria was a main news issue in Peru during the conference.
Audience measurement is any method of measuring how many people are in an audience, usually in
relation to radio listenership and television viewership. It often also includes demographic and
sometimes psychographic information, to help broadcasters determine who is listening, rather than just
how many.
2 Ampliacion de Noticias is the most successful radio program in Peru. It has an audience of 700,000
listeners.
3 Fulanos y Menganos has an audience of 15,000 viewers.
4 Sunday’s Ampliacion de Noticias has an audience of 600,000 listeners.
5 Cuarto Poder is considered the most influential TV program, with 1.7 million viewers.
1
25
6
7
El Comercio is the most influential newspaper in Peru, with a daily audience of 560,000 readers.
The audience is calculated to be 30,000 listeners
26
Annex 2a
Earned Media Report
VII Malaria Meeting - AMI
April 8-10, 2008
Brief Description of Coverage: 2,160,800 people reached. On April 7 a meeting took place with the AMI spokespersons where they were
provided with key facts of the event as identified in the Clearance Document. During this meeting there were questions answered and suggestions
were offered on how to handle the media. Afterwards, a schedule of interviews was developed and the obtained media coverage was monitored, as
seen in the following table:
Name of
Media
Outlet
Type of
Media
Date of
Coverage
(and time if
applicable)
Length of
Transmission
Number of
Times
Printed/Aired
Circulation/
Audience
Link
Media Contact
CPN
Radio
Radio
04-07-2008
4:30pm
20 minutes
1
30,400
listeners
(per half
hour)*
Dr. Jaime Chang & Dr. Luis Miguel León
[email protected],
[email protected]
El
Comercio
Press
(printed
& online)
04-08-2008
145 words,
2
paragraphs
1
560,600
readers**
www.elcomercio.com.pe/edicionimpre
sa/Html/2008-0408/ecvf080408a10.html
[email protected],
[email protected],
[email protected]
PLUS TV
Television
04-08-2008
20 minutes
5
Fulanos y Menganos - Chema Salcedo
- Dr. Chang & Dr. Bretas
[email protected]
Radio
Nacional
Radio
04-08-2008
6:45am
6 minutes,
2 seconds
1
Dr. Luis Miguel León
[email protected]
Radio
La Luz
Radio
04-08-2008
10:30am
3 minutes
16 seconds
1
Dr. Chang
[email protected],
[email protected]
Andina –
Online
04-09-2008
321 words,
1
www.andina.com.pe/Espanol/Noticia.a
[email protected]
5,400
listeners
(per half
hour)*
n/a
27
Name of
Media
Outlet
Type of
Media
Date of
Coverage
(and time if
applicable)
Length of
Transmission
Number of
Times
Printed/Aired
Circulation/
Audience
9
paragraphs
Link
Media Contact
agencia
peruana
de
noticias
El Peruano
Internet
spx?id=3mNNs8v2unY=
Press
(printed
&
online)
04-09-2008
446 words,
10
paragraphs
1
80,000
prints at a
national
level
Dr. Luis Miguel León
www.elperuano.com.pe/edc/2008/04/0
9/act10.asp
[email protected],
[email protected]
El Peruano
Press
(printed
&
online)
04-17-2008
786 words,
18
paragraphs
1
80,000
prints at a
national
level
Dr. Jaime Chang
www.elperuano.com.pe/edc/2008/04/1
7/act9.asp
[email protected],
[email protected]
TV Perú –
Canal 7
Television
04-09-2008
9:30am
Dr. Chang, León y Valcarcel
[email protected],
[email protected]
Radio
Programas
del Perú
RPP
Radio
04-09-2008
9:45am
6 minutes,
42 seconds
1
Dr. Jaime Chang
www.rpp.com.pe/detalle_121068.html
[email protected],
[email protected]
Canal 51
Television
04-09-2008
12:00 pm
15 minutes
2
Dr. Gustavo Bretas
[email protected],
[email protected]
Radio
Programas
del Perú
RPP
Radio
04-13-2008
9:04 am
6 minutes,
42 seconds
1
700,100
listeners
(per half
hour)*
Dr. Luis Miguel León
[email protected]
Youtube
Online
Internet
04-14-2008
2 minutes,
30 seconds
Video
viewed
n/a
www.youtube.com/watch?v=Rn57f1mi
uxs
1
700,100
listeners
(per half
hour)*
28
Name of
Media
Outlet
Type of
Media
Date of
Coverage
(and time if
applicable)
Length of
Transmission
Number of
Times
Printed/Aired
Circulation/
Audience
Link
42 times as
of
May 7, 2008
(*) http://www.cpi.com.pe/descargas/RADLIM08.pdf / http://www.cpi.com.pe/boletin.asp?id=141
(**)http://www.cpi.com.pe/descargas/DIALIM07.pdf / http://www.cpi.com.pe/descargas/Kantar-CPI.pdf
29
Media Contact
Annex 3
Selected Media Coverage Generated by Links Media
Dr. Luis Miguel León, Ministerio de Salud – Perú and Dr. Trenton Ruebush, USAID, interviewed
by official newspaper El Peruano.
Date: April 9th 2008
Location: Plaza Del Bosque Hotel – San Isidro – Lima, Perú
Photographer Name: El Peruano
30
News Release
Date: April 8th 2008
Location: El Comercio
31
Dr. Jaime Chang, USAID, interviewed by official newspaper El Peruano.
Date: April 17th 2008
32
News Release
Date: April 8th 2008
Location: El Comercio
33
Dr. Jaime Chang, USAID, interviewed by Andina Agencia Peruana de Noticias
Date: April 8th 2008
Location: Plaza Del Bosque Hotel – San Isidro – Lima, Perú
Photographer Name: Anngie Caballero
34
Dr. Jaime Chang, USAID and Gustavo Bretas, OPS, interviewed by Chema Salcedo in TV show: Fulanos
& Menganos
Date: April 8th 2008
Location: Media Networks - PLUS TV
Photographer Name: Anngie Caballero
35
Agencia Andina de Noticias
Date: April 9th 2008
Location: Andina Agencia Peruana de Noticias
36
Agencia Andina de Noticias
Date: April 9th 2008
37
Location: Andina Agencia Peruana de Noticias
Dr. Jaime Chang, interviewed by Radio Programas del Perú
Date: April 9th 2008
Location: Radio Programas del Perú
Photographer Name: RPP - Radio Programas del Perú
38
30
Annex 4
Links Media Presentation at AMI Meeting
39
40
41
42
43
44
45
46
47
Annex 5
Summary of Responses and Selected Surveys
1. On projects, investigations, technical documents and studies, which have been:
a. Published
• Economic Impact of Malaria (before AMI)
• Policy of Antiviral Medicine in Ecuador
• Best Food Practices, Ecuador SHEN 2007
• Resistance of P. falciparum or CQ/SP at Province of the Coast 2004
b. Presented
• Academic Meetings-National and International Congress
• American Society Tropical Medicine Hygiene
• RAVREDA meetings for the past seven years
• Profile of the situation of the medicine supplies in the AMI
countries
• Analysis of the best practices to improve the adherence to the
treatment in the AMI countries
• Resistance of AS+SP P.f.
• Adhesion of P. vivax CQ+PR 7 days/14 days
• Resistance of P. vivax to CQ
• Guide for treatment of P. falciparum and P. vivax
• In vivo study
c. In the pipeline
• Management Reports, Malaria present past and future
• Technical document: Technical Norm for the Attention of Malaria
and Serious Malaria
• Use of fast test to diagnosis of Malaria
• Resistance of the P.f. to the use of CQ+SP (Combination Therapy)
• Manual of Bolivian norms of diagnosis and treatment of the
Malaria
d. To be presented
• Surveillance of AMRs to antimalarials
• Resistance of P. vivax to Amodiaquine
• Deficiency in males at risk for malaria
• G6PD- Glucose 6 Phosphate Dehydrogenase deficiencies
• Surveys on knowledge, attitudes, and perceptions on the Malaria
e. Executed Studies
48
•
Study of effectiveness of phamacokin in 3 time frames (5, 7, and
14 days)
• Situation of the management of antiviral in Ecuador
• Control of the malaria in the Amboro, Ecuador
• Drug efficiency studies with quinine, mefloquine + artesunate,
coartem
f. Not Published
• Situation of resistance of vectors or insecticides
g. Not Presented
• Use of molecular markers for resistance of P. falciparum
• Epidemiological Surveillance System of of Malaria
2. Who provides direct access to the information and the resources?
o MINSA and the Regional Health Offices through expert opinions
o Surveys at local level
o Revision of local information
3. Do you have audiovisual material (e.g. video, maps, graphics, and statistics)?
How could Links Media obtain this information?
o Through the research centers: INS, CIDEIM (Cali, Colombia),
Antioquia University, Malaria and PECET Groups in Colombia
o Via e-mail
o ES National – MINSA (Ministry of Health)
o Through the Regional Coordination of the RAVREDA Project (Dr.
Roberto Montoya)
o Via the National Information System of Health (www.sns.gov.bo)
o Epidemiological Bulletins
4. Do you have AMI success stories you could share with us?
o Control in the Department of Naviño and Choco, Colombian Pacific
Coast
o Impact in Suriname, Improvement in Info Systems
o Obtaining diagnoses using rapid testing
o Profile and policy of promoters of health of the Amazonia
o Effective introduction of ACTs in all the AMI countries and the
decrease of the incidence of malaria as consequence
o Paper on Drug Policy Change in Peru
o Elaboration of frameworks and adapted policies that are being put in
practice and that have contributed to the control of the malaria in the
country
49
o Millennium development goals of 2015 have been reached in reducing
malaria incidence. Slides available at the Malaria Centre in Paramaribo
o The studies on resistance of the vectors to insecticides
o Quality control of medicines with mini labs that demonstrated until
now the good quality at national level
o Decrease Malaria cases
o In vivo studies
o Increase Capacity Building: Information Technology
5. What AMI human-interest stories can you share with us?
o No more epidemics of malaria in Amerindian children in Suriname
o Organization and response by promoters of health
o The Story of the Mining Population
o The belief of the Indigenous population
6. Whom should we contact as spokespersons and sources of information?
o Dr. Julio Padilla, National Coordinator of the Prevention and Malaria
Control Program and other diseases transmitted by vectors
o Dra. Pilar Perez, Coordinator of the Malaria Program, Department of
Naviño
o Dr. Freddy Cordoba, Coordinator of the Malaria Program, Dept.
Choco
o The Director of Health Dr. M. Eersel as spokesperson, Drs. Resida and
Panchoe (Bureau of Public Health, BOG), and Dr. Stephen Vreden and
Leopoldo Villegas.
o Dra. Arletta Anez and Dr. Marco Fidel Suarez
o National Malaria Programs, Departments of Medicine Provision
o Malaria Programme
o People who have the capacity to communicate in a specific and clear
way.
7. Please identify specific subjects you are currently having trouble solving.
o Joint of the Control Program with all the initiatives of RAVREDAAMI, PAMAFRO Project, Global Funds, Project Adaptation to the
climatic change for Malaria and Dengue.
o Publications, discussion list, and blog for the network
o Publishing Suriname’s information in a broader public forum
o Medicines management (logistical for training supervision at
peripheral level)
o Communication with the immigrant population
50
51
52
53
54
Annex 6
Request for Country Clearance—AMI and SAIDI Meetings
From: "Buendia, Paola(PERU/HPN)" <[email protected]>
Date: Wed, 26 Mar 2008 07:58:39 -0500
To: "Marshall, Peg (LAC/RSD)" <[email protected]>,
<[email protected]>, <[email protected]>
Cc: "Cochella, Pilar(PERU/EXO)" <[email protected]>, "Rios,
Nelly(PERU/HPN)" <[email protected]>, "Thollaug, Susan(PERU/HPN)"
<[email protected]>, "Chang, Jaime(PERU/HPN)" <[email protected]>
Conversation: Travel Concurrence for Links Media staff
Subject: Travel Concurrence for Links Media staff
This is to inform you that the Team Leader of the Office of Health, Susan
Thollaug, concurs with the trip to Peru of Ms. Marisabael Sanchez, President,
Links Media and; Rodolfo Pereira, Public Relations & Media Specialist, Links
Media, during April 6 – 18, 2008
Purpose: to participate in the VII Technical Meeting of the AMI and for the pre-planning
of the strategic plan of 2008 program activities for the SAIDI.
Hotel: Hotel Plaza del Bosque (April 6-12)
Miraflores Park Plaza (April 12-18)
Control Officer: Jaime Chang
Office number: 511-618-1266
Home number: 511-224-1963
55