Detailed Mechanism Funding and Narrative

Years of mechanism: 2010 2011

Details for Mechanism ID: 12042
Country/Region: Democratic Republic of the Congo
Year: 2010
Main Partner: To Be Determined
Main Partner Program: NA
Organizational Type: Implementing Agency
Funding Agency: enumerations.State/African Affairs
Total Funding: $0

With 82 television stations and more than 280 radio stations, the local media environment in the DRC is extremely challenging to work in. At the same time, media is one of the most effective ways to reach local populations that do not have direct contact with PEPFAR programs. In such a large country, with a diverse, even fractured, media environment, and many different organizations vying for public attention, media outreach efforts must be strategic, concentrated, coordinated, evaluated and adapted to local audiences. At the same time, other cultural opportunities, particularly music, art, and writing, exist in the DRC that can act as vehicles to influence opinions and attitudes.

While the Public Affairs Section in Embassy Kinshasa does not have the technical and scientific expertise, it does have a strong knowledge of ways to target key audiences and convey policy messages. Using the expertise of the PAS in public outreach, the resources of the DOS's Bureau of International Information Programs, and especially the critical public health knowledge of PEPFAR country team and implementing partners, and following guidance and coordination from PEPFAR PIO and OGAC PAS, Embassy Kinshasa will conduct public outreach activities to highlight PEPFAR activities and encourage participation in PEPFAR programs. Through PAS-organized events involving the U.S. Ambassador (as well as other high-level U.S. officials when possible) and the DRC government, the Mission will encourage discussion about PEPFAR, HIV/AIDS and related subjects, including Sexual and Gender- Based Violence (SGBV). We will also increase the media profile of PEPFAR brand and specific activities through press events. At the same time, PAS will organize events, such as concerts and art exhibitions, in close coordination with the PEFPAR team and implementing partners, to ensure that any outreach activities integrate key HIV/AIDS messages proposed by the PEPFAR team. Finally, through small grants to local journalists and media that participate in PEPFAR-funded journalist workshops, PAS Kinshasa will be able to support the development of initiatives developed by media outlets that will be able to accurately

report on HIV/AIDS and public health issues. All proposals will be vetted by the PEPFAR country team members to ensure they meet the appropriate PEFPAR standards.

M&E: M&E activities will include qualitative reporting on local media reaction, including focus group activity, to gauge public reaction to public outreach activities. Further M&E will be coordinated with PEPFAR team members.

These Public Affairs activities will support the PFIP's objectives of promoting key HIV/AIDS messages and enhancing country-ownership and sustainability. The development of key products and organization of public events, such as the signing ceremony of Partnership Framework, will engage key audiences, improve the policy environment, and advance a host of PEFPAR objectives. Both messaging and strategy will be continually refined to establish reachable and measurable goals. Country-ownership and sustainability will be encouraged by coordinating these activities with DRC officials who will be trained through workshops of the MOH Division of Communications.

Funding for Sexual Prevention: Other Sexual Prevention (HVOP): $0

Public Affairs outreach activities will support sexual prevention. The development of key products and

organization of public events to amplify prevention messages will encourage this critical objective. As

these activities will be coordinated by the PEPFAR country team with DRC host-government

interlocutors, this proposal will further host-country ownership of public outreach activities.

Cross Cutting Budget Categories and Known Amounts Total: $0
Gender: Gender Based Violence (GBV) $0
Key Issues Identified in Mechanism
Addressing male norms and behaviors
End-of-Program Evaluation