This program is being implemented by Public Diplomacy TWG and PEPFAR implementing partners in Ethiopia in coordination with the Government of Ethiopia and with technical assistance from USG agencies including the Public Affairs section of the Embassy.

This is a new activity. During the past two years, it has become clear that one of the major challenges for increasing the visibility of PEPFAR Ethiopia success and significant contribution to the changing landscape in AIDS and related areas in Ethiopia is, the absence of clear budget dedicated for public diplomacy activities in the COP and a comprehensive interagency communication plan. During FY 2008 and FY 2009, PEPFAR Ethiopia Public Diplomacy Technical Working (PDTWG) was repeatedly requested for major communication and public relation support activities. There is a palpable need to engage in technical support provision for local health journalists; as well as build the communication capacity of implementing partners. These demands resulted in PDTWG expending the limited human and financial resources to respond to these requests appropriately, in many of which cases the resources obtained did not meet the requirements, and some activities were put on hold because of resource limitations.

In the past years communication activities were carried out with limited budget from the PEPFAR Ethiopia Coordination Office; despite lack of a pro-active annual plan on advocacy. The communication team were also engaged in Non-PD activities and their members have reduced slightly over recent months.

Over the past two years, the PDTWG has greatly contributed to an increase in the visibility of PEPFAR programs through organizing events; various media relations activities; facilitation of site visits; and production of publicity materials. Over the past two years alone, the PDTWG in collaboration with partners has produces more than twenty stories for the Annual Progress Report, organized capacity building workshops for more than 40 partners and successfully organized several PEPFAR site visits to government delegations including VIPS and CoDels. In addition, in connection with International days, the working group has commemorated different concepts, publicizing them to various audiences. The group has been involved in countering misinformation and managing media crisis.

In light of the underlying significance on how communication efforts must change in line with OGAC's vision for the enxt stage of PEPFAR and the Partnership Framework, PEPFAR PDTWG has adopted a blue print of an agency wide communication strategy and has expanded the team size to help carry out its planned activities.

The overarching strategies that feed in to the overall USG mission are: Create, increase and sustain positive visibility and awareness of USG contribution to improve the public health through PEPFAR in Ethiopia; emphasize the collaboration between the USG agencies, implementing partners and the Government of Ethiopia in the fight against HIV/AIDS in Ethiopia; establishing a clear brand identity for PEPFAR that will position it as one of the leading programs in the fight against HIV/AIDS in Ethiopia; facilitate information sharing amongst stakeholders of the Emergency Plan; underscore partnerships with local leadership and communities in the implementation of PEPFAR; leverage the capacity of local and international journalists and implementing partners to tell the PEPFAR story to Ethiopians and the wider world and work in collaboration with PEPFAR partners to advocate behavioral change.

This activity targets various audiences: the Office of Global AIDS Coordinator; the GOE, PEPFAR implementing partners, international and local media, Ethiopian general public and the USG staff. The group understands that the factors that diversify our audiences not only define the contents of the information but also the method we use to communicate. Some of these factors include, among others, level of involvement in PEPFAR programs, access to information technology, location, interest, and literacy level. In order to reach our audiences effectively, the group will employ a mix of communication mediums and channels.

This activity aims to inform document and disseminate to its audiences that the PEPFAR program is a success story of shared responsibility and collaboration between the USG, GOE and civil society. The activity will also encourage efforts of local non governmental organizations and civil societies to continue to tell the PEPFAR story.

To support the implementation of this strategy, the PDTWG aims to integrate the expertise of USG agencies, partners and work on building and sustaining Public Diplomacy support for PEPFAR programs.

This activity will help to increase the quality of PEPFAR success stories; reach target audiences, increase agencies, partners and government of Ethiopia understanding of PEPFAR contribution in the improvement of Public Health in Ethiopia. A standard monitoring and evaluation tool including questionnaire will be prepared and distributed to various audiences to receive feedback in order to verify the effectiveness and responsiveness of this activity.

This activity comprises of two seperate entities: a) Public Diplomacy - Ensuring PEPFAR has sufficient capacity to strengthen public diplomacy activities through communication efforts to showcase country ownership of the program and to provide needed technical support. In COP 2010 support will be provided to regional level Public diplomacy activities. This will help build the capacity of journalists who report on health related issues as well as educating them on PEPFAR activities.

The new activity will aim to build on sucess stories and build upon USG interagency communication experiences in dealing with media, brand awareness, storytelling for public relations and advocacy, use of technology, and site visits to work towards OGAC's vision of showcasing local organizations' capacity to implements PEPFAR programs; and in the long run, PEPFAR's contribution in building the capacity of local NGOs and the government of Ethiopia.

The program involves various media relation activities, program site visits, capacity building activities, event organizing, publishing PEPFAR stories through major outlets to reach targeted audiences, advocacy and establishing a strong branding identity.

In order to fit in the overall USG mission, a link will be established with communication efforts of other USG funded activities. The activity will leverage resources from wrap around activities funded by USG, among other PMI, TB cap, Education, Gender and family planning.

The plan presents the new approach of organizing and managing the communication flow in an integrated manner; thereby communicating to our audiences a unified message and presence that is consistent with OGAC's vision.

b) PEPFAR Small Grants Program:This is a continuing activity from COP09. The Small Grants Program will continue providing financial support that enables community- and faith-based organizations, as well as groups of PLWH, to implement HIV/AIDS prevention and care and support activities aligned with PEPFAR Ethiopia's COP10 priorities.

Since 2007, this Program has provided financial support to 27 projects 22 Care and Support and five Prevention- totaling $618,378.57 and benefiting 1,683,756 people living in five regions across the country. Supported projects include: 1) comprehensive support to OVC; 2) generated sustainable income for PLWH, OVC guardians, and those at high risk for HIV/AIDS; 3) raised public awareness of HIV/AIDS with special attention to the unique needs of people with disabilities; and 4) established linkages between clinical VCT and PMTCT and community-based RH/FP programs to increase the uptake of HIV/AIDS services.

The program's challenges center on the limited capacity of the applicants, whose program designs, implementation plans and technical proficiency often are inadequate. In response, in COP10 SPO staff will identify and engage prospective applicants and grantees in capacity building opportunities available through PEPFAR Ethiopia. (e.g., PEPFAR Ethiopia New Partners Initiative partner, partners' retreats, and meetings).

Grant applications are reviewed by relevant TWGs for technical soundness; Small Projects Office staff will conduct organizational assessments to determine the grantees.

Emphasis on sustainable programming will strategically solicit new community- and faith-based partners whose HIV/AIDS prevention and care and support activities will contribute to the achievement of PEPFAR Ethiopia targets. Special attention will be given to Most At Risk Populations (MARPs) and to identified geographic "hotspots" (e.g., small towns, market centers and the Gambela Region). With an allocation of $300,000 and a funding range of between $5,000 and $30,000, the Small Grants Program will award no fewer than 10 and no more than 60 grants.