India
Building Local Capacity to Ensure Safer Behaviors for HIV Prevention and Create Positive Attitudes Toward Care and Support
Country Overview and Background
HIV/AIDS is quickly becoming one of the biggest public health challenges faced by India. According to the National AIDS Control Organization (NACO) of India, the estimated number of HIV infections in 2002 ranges from 3.82 to 4.58 million. India ranks second to South Africa in the number of HIV infections. The Joint United Nations Programs on HIV/AIDS (UNAIDS) warns that with current disease burden, HIV/AIDS could emerge as the largest cause of adult mortality in India this decade. Within India, Maharashtra State has one of the highest numbers of people living with HIV, almost 50% of the known cases in the country. In Maharashtra, HIV is no longer restricted to high-risk groups and has already spread to the general population.
In response to these trends, HCP supported efforts to stem HIV/AIDS in Maharashtra through systemic, strategic, integrated, behavior change communication interventions. Through our collaboration with AVERT, a USAID-funded organization supporting NACO, we were able to assist NACO with its vision of reducing the transmission of HIV and of mitigating the effects of the epidemic. This collaboration also allowed us to significantly strengthen the capacity of the NGOs and state agencies to respond to HIV/AIDS through a variety of strategic communication, education, and behavior change activities in Maharashtra State.
Activity Summary
With a population of 96.7 million and an estimated HIV prevalence rate of 1.75% of the sexually active population, Maharashtra State has the highest number of people living with HIV and AIDS in India (NACO, 2001). 60% of the sex workers are HIV positive, 14-16% of clients using sentinel STD clinics and more than 2% of women visiting antenatal clinics (ANCs) in Mumbai are HIV positive.
Under the guidance of USAID/New Delhi, HCP provided technical assistance to AVERT/Mumbai in implementing eight core activities that are a part of their comprehensive strategic plan for HIV/AIDS prevention and care and support.
Implementation Process
HCP assisted in the design and production of several BCC packages. The youth campaign targeted youth in and out of school, urban, rural and street youth. Reaching youth before they become sexually active, so that they can lay the foundations for a responsible lifestyle for the future is very important. Several games and other materials were developed. The Jawaan Hoon Nadaan Nahin (I’m young, but not reckless) campaign sought to increase the level of risk perception of HIV/AIDS, to increase knowledge levels on HIV/AIDS, to address myths and misconceptions, and to promote an attitude of responsible conduct, especially safe sexual behavior following the ABC Approach (Abstinence – Be faithful – Correct and consistence condom usage). Since youth is a large heterogeneous group, the first phase the campaign addresses the most vulnerable of them: 15-19-year-olds, single, male and female, in urban (slum) and semi-urban settings in Maharashtra.
The workplace initiative targeted all corporate and industrial firms with the aim of putting in place HIV/AIDS interventions in the workplace. In response to the many questions from businesses and in an effort to help them realize the importance of this initiative in the workplace, HCP developed the CEOs Advocacy Kit. The kit contains a Resource Guide on how a workplace program can be implemented, along with two advocacy films. The films are the core part of this kit. One film serves as a motivational piece encouraging CEOs to come on board while also highlighting the need for the HIV/AIDS program in the workplace; the next film (Reaching out at Work) documents exceptional components from workplace programs of two companies. Several other forms of advocacy materials were also developed which should serve as reminders in the workplace. These included desk calendars displaying key principles of HIV/AIDS workplace program and the CEO folders. An innovative partnership with the Dabbawallas--a century-old institution that has established a system of multiple relay to deliver lunch boxes to the workforce--commanded attention and generated a lot of interest including much needed political support. On World Aids Day 2006, the Dabbawalas also carried messages out to colleges.
HCP also initiated a media advocacy intervention in Mumbai and all AVERT districts to sensitize media firms and content specialists on HIV/AIDS issues. Four workshops were conducted targeting four different audiences: print media, electronic media firms, advertising agencies, and content specialist (production firms, film industry, script writers, and television). These workshops were very important as it showed the significant role that media can play in shaping the response to HIV/AIDS. An important outcome of this initiative is the institution of the Media Awards for Excellence in HIV/AIDS Reporting in association with the Indian Express. This award aims at encouraging journalism that most accurately, objectively and sensitively portrays HIV/AIDS and leads to a greater awareness and understanding. This initiative also developed a resource guide that persons engaged in the task of HIV/AIDS communication could use in their work.
The Care Campaign targeted health providers, people living with HIV/AIDS (PLHA), their families, and the community. Objectives of this campaign include the following: providing comfort and security to PLHA and reassuring them that there is hope; sharing the experience of others who are living with HIV/AIDS and their journey from despair to hope; informing and empowering counselors in a health care setting with easy-to-use communication aids that facilitate the counseling process; reaching out to vulnerable segments, specifically women, who have less access to print and electronic media through the power of folk music.
Research Reports/Publications
Communicating on HIV/AIDS: Using a Strategic Approach
Audience
Youth, high risk groups,
Partners
USAID
Materials
Video
Kits
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Title: ABC of HIV/AIDS : Dare to care : HIV/AIDS communicators workshop
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Title: ABC of HIV/AIDS: Care to care : HIV/AIDS communicators workshop
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Title: HIV/AIDS a case for business : HIV/AIDS & the workplace
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Title: ABC of HIV/AIDS: Care to care : HIV/AIDS communicators workshop
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Posters
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Title: [Importance of family support for PLWHA]
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Title: [Importance of working for PLWHA]
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Title: [Importance of seeking timely and correct advice from doctor/counselor for PLWHA]
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Title: [Importance of planning for the future for PLWHA]
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Title: [Importance of exercise for PLWHA]
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Novelty Items
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Title: [AVERT Society Dabbawala program leaflet holder]
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Title: [Dabbawala World AIDS Day campaign sticker]
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Title: [Carrom board game]
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Title: Amar and tara visit the circus [game]
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Title: Chuppa chuppi [game]
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Note about materials: Some of the materials and resources listed on each page are available in their full form, others are represented by image or citation only. For more information and resources, go to www.jhuccp.org
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