The activity is having an implementing mechanism narrative because the Cooperative Agreement with JHU/CCP will end by July 2010 and there is a need to have a new Funding Opportunity Announcement (FOA). The goal of this activity is to build on the previous activities by Johns Hopkins' Center for Communication Programs/AIDS Resource Center (CCP/ARC) which served as a hub of HIV and AIDS information and plays a vital role in supporting local prevention and treatment efforts in Ethiopia.

This will continue standardizing comprehensive programming for the general population, youth and Most at Risk Population. The intervention includes design, development, and dissemination of culturally appropriate message using a multi channel approach; peer outreach, and mass media program for PLHIV. It also includes Anti-Retroviral Treatment (ART) communication and strengthening referral linkages with services. In addition, capacity building and technical assistance in creating enabling environment for HIV/AIDS programming will be incorporated.

The intervention includes innovative behavior change communication (BCC) interventions on HIV prevention and treatment. In collaboration with local and international partners, the TBD partner also builds the capacity of government and non-government organizations in strategic health communication/BCC focusing on prevention of sexual transmission of HIV. The goals of the TBD partner are to carry out culturally relevant, quality research-based health communication interventions in support of HIV/AIDS and other national health programs; use knowledge management to facilitate learning and disseminate lessons from Ethiopia, the region and the world; and advance the field of health communication in Ethiopia. The objectives are:

1. Develop and support local partners in the regions in developing high quality, evidence based, HIV/AIDS prevention and treatment strategic health communication interventions with locally relevant languages aimed to increase comprehensive knowledge, prevention skills and access for condoms; health seeking behaviors and quality and demand for HIV/AIDS services.

2. Build the capacity of CCP/ARC partners in strategic health communication and knowledge management, with a particular emphasis on the Ethiopian government's HIV/AIDS Prevention and Control Office (HAPCO).

The current interventions have geographic coverage in multiple cities and small towns in 11 of Ethiopia's regions. These programs target a wide range but specific groups of individuals that are affected by the mixed epidemic in Ethiopia and include HIV service providers, people living with and affected by HIV/AIDS, young people aged 15-24, religious and community leaders, and most-at-risk populations such as uniformed officers, university students and mobile workers.

TBD contributes to Ethiopia's health system via two ways 1) through creating demand for HIV/AIDS services via providing information to, increasing awareness of and encouraging health seeking behavior of targeted segments of the population in the Ethiopia's 11 regions, and 2) through building the capacity of health professionals and government and non-government organizations to provide accurate and up-to-date information and quality communication and counseling services to health seeking clients.

Many of the programs are cross cutting and address key issues such as human resources for health, addressing male norms and behaviors, military, police and mobile populations. These activities include in-service training for health facility service providers, para-social workers and communication, and information technology, community outreach activities in small towns, and quality improvement components to increase the quality of service within different user driven services. TBD will also continue development of gender focused media interventions that stimulate dialogue around the ways that men are socialized to behave in order to influence the norms that encourage risky sexual behaviors.

All the programs need to be evidence based and have integrated monitoring components and data feedback systems.

In COP 2010, the partner will build on the progress made to link all ARC programs to an overarching performance monitoring plan. This plan will form the foundation of existing and new knowledge management and behavior change communication frameworks and interventions pertaining to this implementing mechanism. Lessons learnt from previous years implementation are considerations for future implementation

This continuing activity was previously carried out under a cooperative agreement with Johns Hopkins University Center for Communication Programs (JHU-CCP). This cooperative agreement is expiring and will be re-competed for COP10. The major purpose of this program is to implement a comprehensive communication program to create demand for quality HIV/AIDS service provision and increase ART adherence.

The program component includes development of communication materials targeted to PLHIV, their caregivers, health providers, and community leaders. The program supports government and partner efforts to provide improved ART services, enhance demand for quality of services, and improve adherence.

The partner will work to generate awareness among the general public, increase ART adherence and uptake, and improve the quality of services. The program will focus on promoting pediatric and adult ART, allowing for a more holistic communication program that reflects the treatment options available. Interventions will focus on adapting and distributing targeted communication materials to meet regional and rural community needs and promote adherence. The partner will collaborate with PLHIV associations to strengthen the communication and counseling skills of PLHIV community workers. These capacity-building activities will use existing support systems as springboards to engage PLHIVs in their communities.

The partner will adapt successful capacity-building activities completed with the Ethiopian Orthodox Church and Muslim leaders to other religions communities. The partner will also develop new tools to support community conversations around ART, including a documentary video and an accompanying discussion guide. In addition, efforts will be made to reach low-literacy audiences in rural and urban areas.

The partner will collaborate with US universities and other partners to organize and implement public awareness campaigns on ART. The MOH and HAPCO will be actively supported to lead activities related to this project in order to build local capacity to meet immediate implementation needs, as well as to sustain the activities. The partner being within PEPFAR will play its part in Global Health Initiative.

This activity was previously funded through a cooperative agreement with Johns Hopkins University Center for Communications Programs (JHU-CCP). That agreement is expiring and is being re-announced for competitive bid.

Since its inception, this activity has empowered people to access voluntary counseling and testing (VCT), and works with service providers to help them provide quality VCT services via the production of strategically targeted communication materials. This activity has also played a major role in establishing the annual National VCT Day on the eve of the Ethiopian New Year. In collaboration with HAPCO and partners, JHU-CCP has coordinated the last four national VCT Day campaigns.

In COP 2010, the TBD partner will continue to support HAPCO and partners in implementing and coordinating HCT Day 2010 by producing campaign materials (toolkits, posters, flyers, radio/TV spots, and newspaper ads); organizing and coordinating media coverage; coordinating street shows, music, and theater events; and delivering information to the public through its Wegen Talkline and to providers through its Warmline. The campaign will develop promotional messages approved by the current VCT Task Force led by HAPCO. Campaign activities and inputs will be monitored and feedback solicited from stakeholders and participants.

New approaches will include regional HCT campaign activities in selected locations deemed as "hot spots" with higher than expected HIV prevalence. In these areas, the partner will target current and emerging MARPs such as rural residents, migrant workers and daily laborers to increase their uptake of HCT. The partner will utilize networks and collaborations with regional HAPCOs and RHBs to ensure continuity and ownership. These activities will serve as an important entry point in HIV prevention and early access to treatment, care and support. Involvement of various stakeholders and target audiences in the campaign design and forging linkages with participatory community outreach events will help guarantee the effectiveness and sustainability of the program.

This activity was previously funded by a cooperative agreement with Johns Hopkins University Center for Communications Programs (JHU-CCP). That agreement is expiring and is being re-announced for competitive bid.

This activity expands access to HIV/AIDS information and services by strengthening IT and clearinghouse functions and services of the National AIDS Resource Center and regional satellites.

I. Website and virtual information center: This activity strengthens, maintains and promotes an interactive website (www.etharc.org) initiated by JHU-CCP. The website provides online resources on HIV, STI and TB and had more than 4.3 million hits in 09. The TBD partner will update the website and databases, maintain systems and applications, design new activities and pages, and introduce social networking mechanisms that facilitate HIV information exchange. This site will provide a platform for partners to network and discuss national activities.

II. IT support to National and Regional ARCs: This component focuses on providing IT networking, web and email services, maintenance, training, and troubleshooting support to FHAPCO and regional ARCs, HAPCOs, and health bureaus. The partner will provide TA to all regional ARCs and HAPCOs to increase their capacity to manage their IT systems. TA will include maintenance, configuration support, training, data security upgrades and optimization of WAN connections. The partner will connect additional regional HAPCO offices to the main ARC IT system. IT enhancement at the national ARC will strengthen regional ARCs' capacity, increase collaboration and resource-sharing, and improve workflow between National and regional ARCs.

III. Maintain IEC/BCC Clearinghouse: This component focuses on expanding collection and distribution of the ARCs' clearinghouse of IEC/BCC materials. The clearinghouse distributes an average of 11,404 materials per month through regional ARCs, Peace Corps volunteers, and targeted delivery of materials. The partner will strengthen the clearinghouse by restocking materials, streamlining existing distribution channels, instituting new distribution systems, and establishing new systems for remote areas