Key Area Objectives

Mass media, Condom social marketing, Youth activities

Detailed Description of Key Areas

Mass media

• Communication Programming – including consultrancy, development of the Communication strategy, financing of the Communication strategy
• Development and production of IEC materials – often includes focus group discussions and market research; testing, revision and re-testing of messages with sample audiences; and translation of the materials into a range of local languages. Production of the IEC materials
• Transmission/distribution of IEC materials and messages – channels, type of media used, including pre-publicity by advertising firms, for example prior to launching television or radio dramas
• Management and administration – planning and evaluation (including baseline surveys and post-campaign evaluations)

Condom social marketing

• Development and production of IEC materials – may include market research, testing, re-testing, production of materials.
• Training – includes retailers receiving some guidance on the correct use of condoms so that they can relay this information, and possibly other HIV prevention information, to their customers. Necessary training may be undertaken by the social marketing organization or contracted to the commercial manufacturer.
• Transmission of IEC materials/messages – includes all advertising and promotion activities. Activities may include sponsored conferences and professional seminars, award ceremonies for achievement, use of mass media, face-to-face distribution of promotional materials through health professionals, pharmacists, midwives, traditional birth attendants, traditional healers, shopkeepers and itinerant salesmen, and mass distribution in hotels, bars and companies.
• Condom distribution – includes storing and packaging the condoms, as well as distributing them to wholesalers or retailers. Distribution channels may be private or public sector or both.
• Management and administration – includes day-to-day activities, planning and evaluation activities and technical support from management consultants.

Youth activities

HIV school education

• Development and production of curriculum and educational materials – includes preliminary work such as focus group discussions and testing, revision and re-testing of messages with sample audiences, as well as the production of the final materials. There may also be continuous production of materials for the project, for example when an AIDS magazine or newsletter is established
• Training – a variety of school staff may be taken away from their routine activities and given training to implement the new curriculum. Ideally, training should address teaching methods as well as provide information on AIDS. If the new curriculum becomes an on-going activity, staff should be given refresher training as well as initial training
• Implementation of curriculum – comprises in-school teaching activities of the staff responsible for teaching the AIDS curriculum
• Management/administration – day-to-day management and administration of the strategy by the overseeing department (for example the Ministry of Education or Ministry of Health); also includes the costs of planning and evaluating the strategy

Condom social marketing

• Development and production of IEC materials – may include market research, testing, re-testing and any necessary translation. Although promotional materials may be produced for mass media transmission, some may also be produced for more local distribution, particularly in countries where explicit advertising of condoms is restricted. Local promotional materials may include such items as calendars, diaries, key rings, stickers and T-shirts. Technical assistance from specialist marketing consult ants is commonly brought in from time to time during the project
• Training – includes retailers receiving some guidance on the correct use of condoms so that they can relay this information, and possibly other HIV prevention informa tion, to their customers. Necessary training may be undertaken by the social market ing organization or contracted to the commercial manufacturer
• Transmission of IEC materials/messages – includes all advertising and promotion activities. Activities may include sponsored conferences and professional seminars, award ceremonies for achievement, use of mass media, face-to-face distribution of promotional materials through health professionals, pharmacists, midwives, tradi tional birth attendants, traditional healers, shopkeepers and itinerant salesmen, and mass distribution in hotels, bars and companies
• Condom distribution – includes costs of storing and packaging the condoms as well as distributing them to wholesalers or retailers. Distribution channels may be pri vate or public sector or both. Packaging and distributing may be contracted out
• Management and administration – includes day-to-day activities, planning and evaluation activities and technical support from management consultants

Voluntary counseling and testing

• Development and production of IEC materials – clients may be shown a video, or handed educational materials at the pre-test counseling session; materials require development, testing, and production
• Training – counselors need to be trained in appropriate techniques, with fully-trained counselors available to conduct the training and supervise staff with lesser levels of training
• Counseling pre-test – done with individuals, couples, or groups. Individual counseling may be followed or preceded by a group session, sometimes involving showing a video. Condoms may be distributed free of charge or sold. Blood may be drawn immediately for those who decide to proceed with the test, or at asep arate visit
• Testing – laboratory testing of blood may be done on site or at a central facility.
• Counseling post-test – all individuals may be given their results at a post-test counseling session, or only those found positive
• Management and administration – especially for the free-standing centers, there will be a number of management activities to tie carried out

Peer to peer education

• Peer to peer education – activities aimed to transfer of knowledge from a peer to peer where peers would get a specific training
• Social theater – activities for prevention based on theater performance with the involvement of the audience in the play