Detailed Mechanism Funding and Narrative

Details for Mechanism ID: 12033
Country/Region: Democratic Republic of the Congo
Year: 2010
Main Partner: Academy for Educational Development
Main Partner Program: NA
Organizational Type: NGO
Funding Agency: USAID
Total Funding: $500,000

A major component of Behavior Change Communication (BCC) and overall communications strategy is a branded PEPFAR communications platform based on the serial television drama Rien Que La Verite (RQLV), through which PEPFAR partners can effectively communicate with both targeted populations and

the general public, including populations that are difficult to reach with other messaging. Like all effective communications, the strategy works both ways, providing messages to the public and getting key information from them. One of the major challenges to HIV/AIDS prevention in DR Congo is social stigma attached to the disease, and the difficulty that many have in candidly discussing health, sexual behavior, gender and other issues. RQLV began in 2006 as a series of activities that have: driven a public dialogue on HIV/AIDS; given key Congolese media figures a platform for communication (African celebrities speaking to Africans, instead of the "Live Aid" model where foreign celebrities speak on behalf of Africans); and created a recognizable brand with positive associations, thereby reducing some of the taboo in discussing sensitive issues.

The broadcast serial drama was launched in 2008. The appeal and effectiveness of the initial eight episodes have meant that the branded platform is now based on "pull" rather than "push." In addition to the average five million viewers reached each week, RQLV public events involving beloved musicians and actors attract people to cultural events, facilitating robust M&E, and enhancing service delivery by all PEPFAR partners across the four UGS agencies. The platform has already established a high level of visibility, credibility, and interest. PNMLS will use RQLV to create material and support its national Mobile Video activities and other programs.

The RQLV platform will be used by the PEPFAR team, GDRC and their partners, under the leadership of a Strategic Communication Coordinating Committee (SCCC), to ensure that all messages and activities promoted through the platform maintain a high level of quality and consistency. The credibility of a branded platform is the source of its value, and the SCCC will work to constantly maintain and enhance credibility of the RQLV brand while providing the maximum of effectiveness of communications efforts within the overall strategy outlined in the Partnership Framework.

Funding for Sexual Prevention: Abstinence/Be Faithful (HVAB): $200,000

The branded platform is an engine that drives enhanced levels of targeting across all PEPFAR activities.

At least five (5) episodes of the RQLV serial drama will integrate key abstinence and fidelity messages

throughout the mini-series. Other related themes which will be integrated include dialogue about risks of

multiple concurrent partnerships, male norms and behaviors, gender based and sexual violence, and

women's legal rights and protection as well as address stigma and discrimination. A monitoring and

evaluation system will be set up to measure knowledge, practices and coverage of the intervention.

Funding for Sexual Prevention: Other Sexual Prevention (HVOP): $300,000

The branded platform is an engine that drives enhanced levels of targeting across all PEPFAR activities.

At least five (5) episodes of the RQLV serial drama will integrate safer sex practices messaging

throughout the mini-series. Other related themes which will be integrated include dialogue about risks of

multiple concurrent partnerships, male norms and behaviors, gender based and sexual violence, and

women's legal rights and protection as well as address stigma and discrimination. A monitoring and

evaluation system will be set up to measure knowledge, practices and coverage of the intervention.

Key Issues Identified in Mechanism
Addressing male norms and behaviors
End-of-Program Evaluation
Increasing gender equity in HIV/AIDS activities and services
Increasing women's legal rights and protection
Malaria
enumerations.
Child Survival Activities
Safe Motherhood
Tuberculosis
Family Planning