IEC and Mainstreaming

Communication Approach of
Department of AIDS Control
Government of India
Feb 7, 2014
Strategic Shift in IEC from NACP II to NACP III
NACP II
NACP III
More focus on awareness generation
Focus on Behaviour Change & generating demand
for services
Mass media was the main source of message
dissemination
Integrated approach with increased emphasis on
interpersonal communication and community
mobilisation along with mass media and midmedia
Programme implementation through NACO / SACS,
NGO and partners working in the field of HIV/AIDS
Active involvement of non-health sector through
mainstreaming with Govt. ministries/departments,
corporate sector and CSO
Focus on 1st generation messages -routes of
transmission and prevention
Focus on 2nd and 3rd generation messages promotion of services, changing attitudes,
challenging stigma and discrimination
Target audiences generally not segmented in
messaging
Target audience segmented – youth, women,
PLHA, HRG, Service Providers, mainstreaming
partners, tribal population
Increased focus on research, evaluation and
evidence based planning
Salient points of IEC strategy
• IEC is a cross-cutting activity across all programme components
• Evidence based planning with inputs from BSS, IBBA, Surveillance data,
NFHS and other research studies
• Multimedia media approach
• Annual Action Plan for National and State level IEC activities such that
activities are synchronized
• Development of annual activity calendar for mass media activities
• Composite mid-media activity plan of SACS, SMO and LWS
• Strengthened monitoring of field level activities
IMPLEMENTATION
National Level
• Strategic planning for
National and State level IEC
&Mainstreaming activities
• creative development
• execution and
implementation of mass
media campaigns
• Monitoring of State AAPs
• Programme Evaluation
State level
• Planning and
implementation AAP
• Adaptation of creatives
• Implementation of outdoor
and mid media activities
• Organising events
• Youth interventions
• Training and Mainstreaming
activities
360° Media Campaigns
(TV, Radio, Newspaper and Outdoor)
7 thematic areas for to increase awareness, demand
generation for services and HIV prevention
Stigma and Discrimination
Voluntary Blood Donation
HIV Testing
Condom Promotion
HIV and Youth
Prevention of Parent to
Child Transmission
STI Treatment
Long Format TV Programs

“Jasoos Vijay” (thriller television series) aired
for 3 years during NACP – II in collaboration
with BBC WST and DD – the programme
featured among the top ten serials of the
country many times- It concluded in 2006 – 07.
A communication toolkit “Kissa Goi” was made
for IPC based on this serial.

Special episodes on HIV/AIDS were broadcast in
Dec – Jan in Kalyani Health Magazine aired by
DD from 8 state networks - MP, Chhattisgarh,
Bihar, Jharkhand, Rajasthan, Assam and Orissa

NACO sponsored 40 episodes on HIV in the TV
serial Kyonki Jeena Isi Ka Naam Hai on DD
during 2009-10. 50 episodes were sponsored
during 2010-11.
Long Format Radio Programs

Radio Programs with on-ground mobilization for ten Hindi belt states done
during 2009-10 – Babli Boli (rural women), Kitne Door Kitne Paas (Migrants),
5 Down Mohabbat Express (Rural Youth).

15 minute radio program, “Jeevan Hai Anmol” was broadcast in 24 languages
for about 4 years from 170 stations –concluded in Dec 2007
National Folk Media Campaign 2011-12
•
Standardised operational guidelines,
implementation plan, monitoring plan
•
National and state level training of folk troupes
(49 troupes)
•
Standardized scripts and messages (167scripts)
•
Key Messages: HIV transmission, prevention,
care, support, treatment, HIV testing, PPTCT,
stigma & discrimination
•
Coverage: 476 districts in 23 states through
36,330 performances
•
Monitoring of about 70% of performances by
NACO, SACS and District Support Teams
•
Participation of PLHIV networks, SMOs, TI,
LWS, DAPCU and other local partner
Strategy of National level workshops for standardization
of scripts/messages
capacity
Shumang
Leela a folk form from&
Manipur
building of states, State level workshops for training of folk resources, Formation of Dist
Support Teams for ground level support and Extensive monitoring proved successful.
Evaluation of National Folk Media Campaign – 2011-12
Opinion about the performance
100
Percentage
84
77
76
74
71
68
68
56
50
0
Likeability
New Information
Clarity
Entertaining
Easy to
understand
Relevance
Useful
Empathy
Base: 2475 (All Endline respondents)
• About 84 percent of the respondents liked the performance.
• About 56 percent of the respondents reported that they could empathize with the
show completely which was lower as compared to the other parameters.
9
Folk Media Campaign 2012-13
•
Broadly following the strategy adopted in 2011-12
•
56,000 performances in 30 states were proposed in the current year
•
28 states are implementing
•
About 55% of the target has been achieved
•
Completion is expected by end February 2013
Folk media was extensively used for mobilization in rural areas
•
During outreach activities of RRE
•
In Health camps organized under Targeted Intervention
IEC materials
• IEC material on following
themes are available
–
–
–
–
–
–
–
Migrants Campaign
Oral Substitution Therapy
Truckers
STI
Early Infant Diagnosis
Condom Promotion
Multi-media Campaign
• The artworks of HRG
materials sent to the states
have been printed and
disseminated in local
languages by most of the
SACS.
Three Phases of Red Ribbon Express-III
Objectives of RRE Mission
Strengthening people’s knowledge about
the measures to be taken to prevent getting
HIV / AIDS
Developing an understanding about the
disease to reduce stigma and discrimination
against People Living with HIV / AIDS
Disseminating information regarding
primary services
Adopting preventive health habits and
lifestyle.
Achievements in Three Phases
RRE – I
RRE – II
RRE - III
States
24
22
23
Halt stations
180
152
162
People reached directly
62 lakhs
82 lakhs
113 lakhs
81,000
1,01,951
District Resource Persons 68,000
trained
People tested for HIV
NA
36,000
75,839
General Health Check-ups
NA
28,000
75,673
Red Ribbon Express Phase III
Till 31st December 2012
No. of states covered
22
Currently at
Jammu & Kashmir
Population reached
1.13 Crore
Dist resources trained
1,01,951
Treatment for STD
11,333
HIV Counselling
89,893
HIV testing
75,839
General health check up
75,673
Impact Evaluation of RRE - II
Percent knows at least two modes of transmission of HIV
96
89
94
97
92
78
55
53
61
50
96
99
97
83
74
63
76
67
82
57
44
34
24
Exposed
82
65
38
14
12
86
87
73
63
43
88
12
Not exposed
53
93
80
70
54
Impact Evaluation of RRE - II
Percent knows at least two ways of protection
97
92
75
96
87
76
75
96
74
73
77
42
40
82
82
85
69
67
60
58
51
82
52
62
61
46
41
25
28
18
9
4
Exposed
56
45
34
8
Not exposed
68
74
47
45
Impact Evaluation of RRE - II
Percent heard about condom
100
98 97 98
95
100 100
99 96
99
97 100 99 94 96
97 100
96
95
94
92
91 92 92
87
85 84
81
80 78
75
74 74
77
76
65
58
40
36
Exposed
Not exposed
75
Red Ribbon Superstars: A Multimedia
Campaign for the Northeast
Glimpses of IEC division towards advocacy and awareness
KAUN BANEGA CROREPATI
• The episode on 1st Dec,2012 (World AIDS Day) was dedicated
on HIV/AIDS.
• NACO scripted opening remarks of the episode.
• One question on HIV was also included in the episode
• Closing remarks on HIV/AIDS by Mr Bachchan
Visit of Sion Hospital by Mrs Aishwarya Rai Bachchan,UNAIDS
Goodwill Ambassador, on World AIDS Day
• Programme appreciated by Mrs Aishwarya
• Joint press conference by Additional Secretary and Mrs
Aishwarya
Awards
Condom Promotion
Ringtone Campaign received global recognition at various
international media festivals.
a)
Cannes Lion 2009 International Advertising Festival
Bronze Lion in the Media category, 2009
Finalist in the Direct Response category, 2009
b)
Festival of Media, Valencia 2009
Gold in Social Campaign category, 2009
c)
Highly Commended at the AIB Awards for the entire
campaign (AIB is the most prestigious and coveted
internal BBC Global News award worldwide)
d)
Ringtone campaign rated by CNN.com as the most
innovative of top 5 condom promotions in the world
1)
Awards
Kabaddi Campaign
a) Selected as exhibit at “ Paris-Bombay-Delhi”, show on
contemporary Indian Art at the national museum of
France, the Pompidou Centre, Paris in July – September
2011
Stolen Moments
a) Stolen Moments TV ad - Global Award 2011 given at
Global Health Council (GHC) Awards
b) Stolen Moments TV ad chosen by the international
coveted SHOTS showreel as one of 5 TV ads from India
Blood Donation
a) Birthday Boy TV ad -Finalist in Goa Fest 2010
b)
Little Girl (Thalessemia)
“We strive to improve the quality
of life of communities affected
with HIV through communication
and partnerships”