07-P0205: PSI-Partner Reduction and Fidelity Campaign.

PSI Botswana implements this project in association with two sub-awardees, Humana People to People (HPP) and an FBO partner (TBD) to address fidelity and partner reduction through a comprehensive social marketing and community engagement initiative. This project is an adaptation and expansion of two projects begun on the ground in 2006, one focused on partner reduction and fidelity (from the AB program area) and the other focused on alcohol-HIV risk reduction (Condoms and Other Prevention program area). In 2007, we propose to join the two programs. By doing so, we believe the prime partner will be able to carry out an even better, single program with better reach and leverage across communities involved.

The program uses social marketing strategies to promote partner reduction and fidelity and will build on the existing capacity of civil society partners to increase partner communication and negotiation skills; reinforce relationship commitment values; and engage community leaders and individuals in the risks of casual sex, multiple partnerships, and mixing sex with alcohol and in the benefits of reducing and eliminating those. The project will focus on both partner reduction and fidelity, including promotion of couples HIV testing and couple communication. A major part of the campaign and community activities will focus on the reduction of multiple partnerships associated with alcohol abuse/misuse and drinking establishments, among young adults. To that end, drinking establishments will be among the sites targeted for peer education and related outreach.

Media component Limited use of a media campaign will address "trusted partner" myths, challenge the target population to think that many apparently trustworthy people can be HIV positive, promote fidelity and HIV testing, and increase risk perceptions and social norms related to mixing alcohol and sex. The media component of the project will include airing of stimulating testimonials on television and radio and some outdoor print media. It will also involve adapting, advertising, and airing of some television shows about these issues on the main national TV channel, BTV. The campaign includes distribution of promotional materials as well, for use by community-based educators and others involved in the program. Approximately 50% of the program funds will go towards these mass media activities.

Community based activities These media activities are complemented by a range of community based outreach activities, by the three organizations involved. PSI will continue to conduct community edutainment sessions and events involving local entertainment groups, for sensitizing the community on the issues and removing prevailing misconceptions about ‘trust' developed on the basis of appearance and other extrinsic factors. Local theater is a primary means for relaying these themes and stimulating relevant dialogue within the community. In addition PSI will train a group of community based peer educators (e.g. hair dressers/salon owners/barbers, and community role models e.g. stars from sports/music/drama) to communicate on the risks associated with infidelity and multiple partnership and risky drinking to their respective clients and audiences.

The FBO partner (TBD) and HPP will strengthen existing CBOs, FBOs and support groups to discuss ‘B' messages and impart life skills to address infidelity, for youth and adults (age 15-34). The FBO partner will focus on motivating and capacitating FBO leaders to discuss fidelity and infidelity in constructive ways in their work, as well as providing life skills to in and out of school youth, which specifically addresses cross generational sex, casual sex, and fidelity. Some workshops for couples will also be held by this partners. HPP, on the other hand, will mobilize CBOs, local administration and other support organizations, using trained community based Field Officers. These officers will motivate community leadership to speak out and act on these behaviors; will create forums in the community for conversations and reflection on these issues, to stimulate and support constructive community actions in support of reduction in partners and in risky drinking; and will conduct peer education in drinking establishments and other settings associated with multiple partnerships.

PSI Botswana implements this project in association with two sub-awardees, Humana People to People (HPP) and an FBO partner (TBD) to address fidelity and partner reduction through a comprehensive social marketing and community engagement initiative. This project is an adaptation and expansion of two projects begun on the ground in 2006, one focused on partner reduction and fidelity (from the AB program area) and the other focused on alcohol-HIV risk reduction (Condoms and Other Prevention program area). In 2007, we propose to join the two programs. By doing so, we believe the prime partner will be able to carry out an even better, single program with better reach and leverage across communities involved.

The program uses social marketing strategies to promote partner reduction and fidelity and will build on the existing capacity of civil society partners to increase partner communication and negotiation skills; reinforce relationship commitment values; and engage community leaders and individuals in the risks of casual sex, multiple partnerships, and mixing sex with alcohol and in the benefits of reducing and eliminating those. The project will focus on both partner reduction and fidelity, including promotion of couples HIV testing and couple communication. A major part of the campaign and community activities will focus on the reduction of multiple partnerships associated with alcohol abuse/misuse and drinking establishments, among young adults. To that end, drinking establishments will be among the sites targeted for peer education and related outreach.

Media component Limited use of a media campaign will address "trusted partner" myths, challenge the target population to think that many apparently trustworthy people can be HIV positive, promote fidelity and HIV testing, and increase risk perceptions and social norms related to mixing alcohol and sex. The media component of the project will include airing of stimulating testimonials on television and radio and some outdoor print media. It will also involve adapting, advertising, and airing of some television shows about these issues on the main national TV channel, BTV. The campaign includes distribution of promotional materials as well, for use by community-based educators and others involved in the program. Approximately 50% of the program funds will go towards these mass media activities.

Community based activities These media activities are complemented by a range of community based outreach activities, by the three organizations involved. PSI will continue to conduct community edutainment sessions and events involving local entertainment groups, for sensitizing the community on the issues and removing prevailing misconceptions about ‘trust' developed on the basis of appearance and other extrinsic factors. Local theater is a primary means for relaying these themes and stimulating relevant dialogue within the community. In addition PSI will train a group of community based peer educators (e.g. hair dressers/salon owners/barbers, and community role models e.g. stars from sports/music/drama) to communicate on the risks associated with infidelity and multiple partnership and risky drinking to their respective clients and audiences.

The FBO partner (TBD) and HPP will strengthen existing CBOs, FBOs and support groups to discuss ‘B' messages and impart life skills to address infidelity, for youth and adults (age 15-34). The FBO partner will focus on motivating and capacitating FBO leaders to discuss fidelity and infidelity in constructive ways in their work, as well as providing life skills to in and out of school youth, which specifically addresses cross generational sex, casual sex, and fidelity. Some workshops for couples will also be held by this partners. HPP, on the other hand, will mobilize CBOs, local administration and other support organizations, using trained community based Field Officers. These officers will motivate community leadership to speak out and act on these behaviors; will create forums in the community for conversations and reflection on these issues, to stimulate and support constructive community actions in support of reduction in partners and in risky drinking; and will conduct peer education in drinking establishments and other settings associated with multiple partnerships.