Detailed Mechanism Funding and Narrative

Years of mechanism: 2008 2009

Details for Mechanism ID: 3950
Country/Region: India
Year: 2008
Main Partner: Johns Hopkins University
Main Partner Program: Bloomberg School of Public Health Center for Communication Programs
Organizational Type: University
Funding Agency: USAID
Total Funding: $1,100,000

Funding for Biomedical Prevention: Prevention of Mother to Child Transmission (MTCT): $88,000

SUMMARY

Prevention of mother to child transmission (PMTCT) is an important prevention strategy of the third phase of

the National AIDS Control Program (NACP-3). The Health Communication Partnership/Johns Hopkins

University (HCP/JHU) will provide technical assistance (TA) to the state and national program to create

demand for PMTCT services. HCP/JHU will assist in the development of campaign materials and support

the implementation, monitoring, and evaluation of the campaign.

BACKGROUND

HCP/JHU implements a targeted HIV/AIDS communication program in Maharashtra State under the Avert

Society project. In the first phase (ended in July 2007), HCP/JHU provided TA to the state in the design,

implementation, monitoring and evaluation of behavior change communication activities in HIV/AIDS across

a range of issues including advocacy, work place interventions, NGO capacity building, youth, care and

treatment and high-risk behavior interventions. Several of these activities and approaches have been

adopted by NACO for national level use. In FY08, HCP/JHU will provide technical support to the

Maharashtra State AIDS Control Society (MSACS), the Goa State AIDS Control Society (GSACS) and the

Avert project in the design, development and operationalization of a state-wide communication program.

The aim of the communication program in Phase 2 of the HCP/JHU project (July 2007-June 2011) is to

support the state in developing a unified communication response including uniform communication

messaging, product development and implementation. The communication program will also support the TA

needs of the National AIDS Control Program.

ACTIVITIES AND EXPECTED RESULTS

The third phase of the National AIDS Control Program (NACP-3) has accorded high priority to PMTCT.

Under NACP-3, existing VCTCs and PPTCT centers are being re-modeled as a hub that integrates all HIV-

related services and are renamed Integrated Counseling and Testing Centers (ICTCs). ICTCs are

envisaged as a key entry point for both men and women for a range of HIV/AIDS services. In FY08, the

Avert project will provide technical support to MSACS and GSACS in strengthening the ICTCs to increase

coverage of quality PMTCT services. In FY08, HCP/JHU will provide the communication support to increase

the uptake of PMTCT services in the public and private CT centers.

ACTIVITY 1: Creating Demand for PMTCT Services

In FY08, HCP/JHU will assist in developing a multimedia campaign strategy that will include working with

NGOs, CBOs, ICTC centers and link workers to create a demand for PMTCT services. HCP/JHU will

develop prototype materials, including a video that will be based on the stories of mothers who have been

able to prevent HIV transmission to their babies. This video will portray the recommended steps that both

men and women can take and through positive role modeling will seek to educate and promote the

importance of seeking care for PMTCT. This entertainment-education video will be shown in over 700 ICTC

centers and at waiting rooms of antenatal clinics. The video will also focus on safe infant feeding practices,

immunization and HIV testing of the infant at 18 months, integrated with RCH services. Based on

discussions with MSACS, GSACS and NACO, the video will be designed to focus on long-term follow-up of

mother and child for opportunistic infections, ARV treatment and adherence for drugs. In addition, technical

assistance will be provided to MSACS in developing one TV spot, one radio spot, two posters and give-

away materials for NGOs and CBOs. HCP/JHU will also develop specific communication materials targeting

medical doctors, nurses, paramedical staff, counselors and hospital attendants to address their attitudes

and assist them to provide quality PMTCT services to pregnant HIV positive women. These materials will be

distributed to the ICTC team in 700 centers. At the national level, HCP/JHU will provide technical

assistance to NACO to replicate the PMTCT materials in 12 languages.

ACTIVITY 2: Involving Men in PMTCT

Reducing the risk of mother to child transmission of HIV requires a broader view than simply testing

pregnant women, providing short course ARVs and promoting exclusive breastfeeding. Men also need to

protect their partners from infection, especially during pregnancy and breastfeeding, by knowing their HIV

status and adopting safer sexual practices. The PMTCT communication strategies will thus view both men

and women as equal partners. HCP will develop prototype materials that will target men and women and

educate men through NGOs and community media activities about the risks of transmission to their wives

and babies.

Funding for Sexual Prevention: Abstinence/Be Faithful (HVAB): $88,000

SUMMARY

In FY08, the Health Communication Partnership/Johns Hopkins University (HCP/JHU) will provide technical

assistance (TA) to the Avert Society project, the Maharashtra State AIDS Control Society (MSACS), the

Goa State AIDS Control Society (GSACS) and the National AIDS Control Organization (NACO) to integrate

balanced abstinence, fidelity and condom messages in interventions among youth and bridge populations

such as truckers, migrants and workers. Key activities will include developing communication strategies,

designing communication campaigns and support for implementations with the aim to create a demand for

prevention, care and treatment services in the states of Maharashtra and Goa.

BACKGROUND

HCP/JHU implements a targeted HIV/AIDS communication program in Maharashtra State under the Avert

Society project. In the first phase (ended in July 2007), HCP/JHU provided technical assistance to the state

in the design, implementation, monitoring and evaluation of behavior change communication (BCC)

activities in HIV/AIDS across a range of issues including advocacy, work place interventions, NGO capacity

building, youth, care and treatment and high-risk behavior interventions. Several of these activities and

approaches have been adopted by NACO for national level use.

The aim of the communication program in Phase 2 (July 2007 to June 2011) is to support the state in

developing a unified communication response including uniform communication messaging, product

development and implementation. The communication program will also support the technical assistance

needs of the National AIDS Control Program. In FY08, HCP/JHU will provide technical support to MSACS,

GSACS and the Avert project in the design, development and operationalization of a state-wide

communication program.

ACTIVITIES AND EXPECTED RESULTS

ACTIVITY 1: Demand Generation for Abstinence and Technical Assistance to the SACS

Most campaigns in the state primarily focus on promoting condoms as a preventive aid which restricts the

choice of safe sexual options to condoms. Promoting messages on abstinence and fidelity expands the

choice of safe sexual options and promotes value-based communications. In FY06, HCP/JHU executed a

multi-media "I am young but not reckless" campaign targeting youth. This campaign was creatively

designed to promote Abstinence messages and an assessment of the campaign reflected high recall value

among youth. The campaign was well received by all stakeholders and NACO has adopted this campaign

nationally.

In FY08, HCP/JHU will provide TA to MSACS and GSACS in conducting a communication needs

assessment, and developing strategies and campaigns for Abstinence and Be Faithful (AB) interventions

among youth and bridge populations. HCP/JHU will hold two workshops each in Maharashtra and Goa with

the State AIDS partners and NGOs to develop the AB communication strategies. In FY08, HCP/JHU will

develop two campaigns focusing on AB interventions among bridge populations (migrants, truckers) and

youth in the state of Maharashtra. The AB campaigns for migrants and truckers will include two radio spots,

four posters, two flyers and two interactive games.

In Maharashtra State, the second phase of the youth campaign will be developed focusing on out-of-school

youth in urban and rural areas. IEC materials for interpersonal communication and community media

activities will be developed based on the needs of out-of-school youth. The campaign will include an

exhibition kit, street play kit, two posters and an interactive game. The IEC materials will be used by an

outreach team of 600 peer educators to disseminate the messages on AB interventions. HCP/JHU will

assist in conducting a workshop to train NGOs in using the materials. The materials developed in

Maharashtra State will be adapted for Goa, where the campaigns will be on a smaller scale as there are

only two districts (total population, 1.5 million, plus 1.5 tourist population). The campaign will also focus on

establishing linkages with youth-friendly counseling and testing, care and treatment services.

ACTIVITY 2: Technical Assistance to NACO for Communication Campaigns for Bridge and Selected Sub-

populations

NACO has requested HCP/JHU to provide TA in the design and development of prototypes of quality

communication products to address HIV prevention among youth and bridge populations, such as truckers,

migrants, workers and women in high-prevalence districts. In FY08, HCP/JHU will support NACO in

developing a National Communication Strategy on AB interventions for youth and bridge populations. TA

will be provided to NACO in replicating the AB materials in 12 languages. One program officer will be

designated to exclusively coordinate with NACO and provide technical assistance. HCP/JHU will also

disseminate to NACO and the SACS the best practices of HCP/JHU and other USG partners in prevention

and care campaigns, to support learning and replicablity.

Funding for Sexual Prevention: Other Sexual Prevention (HVOP): $143,000

SUMMARY

The Health Communication Partnership/Johns Hopkins University (HCP/JHU) will provide technical

assistance (TA) to USG partners and government agencies at the state and national level involved in

implementing HIV/AIDS programs. TA will be provided for developing prototype materials and designing

strategic communication interventions to support prevention efforts among most-at-risk populations

(MARPs) such as sex workers, men who have sex with men (MSM) and injecting drug users (IDU).

BACKGROUND

HCP/JHU implements a targeted HIV/AIDS communication program in Maharashtra State under the Avert

Society project. In the first phase (ended in July 2007), HCP/JHU provided technical assistance to the state

in the design, implementation, monitoring and evaluation of behavior change communication (BCC)

activities in HIV/AIDS across a range of issues including advocacy, work place interventions, NGO capacity

building, youth, care and treatment and high-risk behavior interventions. Several of these activities and

approaches have been adopted by the National AIDS Control Organization (NACO) for national level use. In

FY08, HCP/JHU will provide technical support to the Maharashtra State AIDS Control Society (MSACS),

Goa State AIDS Control Society (GSACS) and the Avert project in the design, development and

operationalization of a state-wide communication program. The aim of the communication program in Phase

2 (July 2007-June 2011) is to support the state in developing a unified communication response including

uniform communication messaging, product development and implementation. The communication program

will also support the technical assistance needs of the National AIDS Control Program.

ACTIVITIES AND EXPECTED RESULTS

According to the MSACS Program Implementation Plan, there are over 129,000 sex workers in the state of

which only 31,600 are reached, 25,000 MSM populations with only 18,200 reached, and over 10,000 IDU

with only 2000 reached. The aim of the National AIDS Control Program Phase 3 (NACP-3) is to saturate

coverage of MARPs by reaching at least 80% of the estimated numbers. As part of this effort, MSACS,

GSACS, and Avert are scaling up targeted interventions to saturate coverage of MARPs in the states of

Maharashtra and Goa. Communication activities focused at reducing risk behaviors, increasing condom

usage, and motivating MARPs to seek STI treatment and HIV testing have been carried out by NGOs. IEC

materials and tools targeting MARPs have been developed by various agencies including HCP/JHU. In

FY08, HCP/JHU will review the existing materials and update them based on the gaps and needs of the

target audience.

ACTIVITY 1: Designing Communication Campaigns for Most-at-Risk-Populations

In FY08, HCP/JHU will hire a panel of consultants to collate and review all the IEC materials on targeted

interventions among MARPs. The purpose of this exercise is to identify the gaps and needs for future IEC

materials. A workshop will be held with representatives of MSACS, Avert project, the Bill and Melinda Gates

Foundation, NGOs and community-based organizations (CBOs) to share the findings of the review and

identify materials that need to be updated and the requirements for new materials. Some of the gaps

already identified are that the current IEC materials do not emphasize the need for condom use with all

partners, and do not address screening for asymptomatic STIs or partner treatment. A major gap is that

there are limited BCC materials for MSM and IDU. HCP/JHU will provide TA to MSACS and Avert to

develop target-audience-specific communication materials for MARPs. Gender-sensitive prevention

services, including testing for sex workers and MSM will be addressed in IEC materials targeting the health

care providers and testing centers. All messages and materials will be pre-tested with the community and

subject experts for acceptance, cultural appropriateness and technical validity.

Avert will print the materials and distribute them to over 160 NGOs, CBOs and health care providers for

carrying out BCC activities with MARPs. HCP/JHU will provide technical support to MSACS and Avert in

developing a training module to train over 8000 peer educators on correct techniques for using materials for

interpersonal and community media activities.

Funding for Care: Adult Care and Support (HBHC): $187,000

SUMMARY

In FY08, the Health Communication Partnership/Johns Hopkins University (HCP/JHU) will provide technical

support to the Maharashtra State AIDS Control Society (MSACS), the Goa State AIDS Control Society

(GSACS), the Avert Society project and NACO in the design, development, implementation and

dissemination of a state-wide communication program to create demand for palliative care services.

HCP/JHU will support communication initiatives to improve palliative care services provided by NGOs,

PLHA networks, and public and private sector health care institutions supported by MSACS, GSACS and

the Avert project. In addition, HCP/JHU will provide communication support to the network model

implemented jointly by the USAID-supported Avert project and CDC in collaboration with the Government of

Maharashtra in Sangli district.

BACKGROUND

HCP/JHU implements a targeted HIV/AIDS communication program in Maharashtra State under the Avert

project. In the first phase (ended in July 2007), HCP/JHU provided technical assistance (TA) to the state in

the design, implementation, monitoring and evaluation of behavior change communication activities in

HIV/AIDS across a range of issues including advocacy, work place interventions, NGO capacity building,

youth, care and treatment and high-risk behavior interventions. Several of these activities and approaches

have been adopted by NACO for national level use. In FY08, HCP/JHU will provide technical support to

MSACS, GSACS and Avert in the design, development and operationalization of a state-wide

communication program. The aim of the communication program in Phase 2 of the HCP/JHU project (July

2007-June 2011) is to support the state in developing a unified communication response including uniform

communication messaging, product development and implementation. The communication program will

also support the TA needs of the National AIDS Control Program.

ACTIVITIES AND EXPECTED RESULTS

HCP/JHU will work closely with the Avert project, MSACS and GSACS to develop prototype communication

materials for improving access to palliative care and will assist in training the NGOs and the health care

providers in using the materials effectively. HCP/JHU will also assist in exploring opportunities with

appropriate partners including the Indian Medical Association and others to reach health care providers with

more comprehensive training in quality counseling practices.

ACTIVITY 1: Improving Access to Palliative Care Services

In FY06, HCP/JHU developed a care and support campaign focusing on living positively for people living

with HIV/AIDS (PLHA) and addressing stigma and discrimination in the community, schools and the

workplace. In FY08, HCP/JHU will assist MSACS, GSACS and the Avert project to scale up communication

activities on palliative care. First, HCP/JHU will assist these agencies in developing palliative care

communication strategies for public and private sector institutions, including NGOs. The strategy will be

developed through a consultative process by holding workshops with the palliative care officers of MSACS,

GSACS and Avert project, NGOs, PLHA networks and experts in communication. HCP/JHU will also

develop IEC materials on caring for PLHA in home and institutional care settings. This will include a booklet

on managing opportunistic infections by health care providers tailored to the needs of the doctors and

nurses, a palliative care counseling manual and a guide on healthy life style. These materials will be used

by six home-based care NGOs, 22 drop-in-centers (managed by PLHA networks) and 40 institution-based

care facilities. In addition, doctors and nurses from over 700 government sub-district health centers

providing opportunistic infection (OI) services will use the IEC tools in treating and caring for patients.

HCP/JHU will also develop an IEC kit for sensitizing community leaders, village elders and self help groups

to address the discrimination women face in the community owing to HIV/AIDS. HCP/JHU will share these

materials with NACO and, based on the needs of other states, the materials will be replicated in at least 12

languages.

ACTIVITY 2: Communication Support for the Sangli Network Model

HCP/JHU will provide TA in developing communication interventions to support a pilot network model in

Sangli district that will provide integrated prevention, care and treatment services to PLHA. The model

envisages expanding high quality prevention, care and treatment services by establishing formal linkages

between services at facilities and in community or home-based care programs. The networked model will

also link prevention programs among most-at-risk populations to counseling and testing, care and support

and ARV treatment services. A workshop will be conducted with the staff of the Sangli ART center,

integrated counseling and testing centers, NGOs, PLHA networks and private health care providers in

Sangli district to determine the communication needs for the network model. HCP/JHU will develop a range

of communication materials to support the needs of six prevention NGOs, three palliative care NGOs, one

PLHA network, eight counseling and testing centers, 50 private health care institutions and one ART center

who are partners in the network model.

Funding for Care: Orphans and Vulnerable Children (HKID): $33,000

SUMMARY

The Health Communication Partnership/Johns Hopkins University (HCP/JHU) will provide technical

assistance (TA) to USG partners, state and national level government agencies involved in HIV/AIDS

programs to design communication strategies for interventions with orphans and vulnerable children (OVC).

HCP/JHU will also develop prototypes of communication materials on OVC that could be adopted by USG

partners and other agencies

BACKGROUND

HCP/JHU implements a targeted HIV/AIDS communication program in Maharashtra State under the Avert

Society project. In the first phase (ended in July 2007), HCP/JHU provided technical assistance to the state

in the design, implementation, monitoring and evaluation of behavior change communication activities in

HIV/AIDS across a range of issues including advocacy, work place interventions, NGO capacity building,

youth, care and treatment and high-risk behavior interventions. Several of these activities and approaches

have been adopted by NACO for national level use. In FY08, HCP/JHU will provide technical support to

MSACS, GSACS and Avert in the design, development and operationalization of a state-wide

communication program. The aim of the communication program in Phase-2 of the HCP/JHU project (July

2007-June 2011) is to support the state in developing a unified communication response including uniform

communication messaging, product development and implementation. The communication program will

also support the TA needs of the National AIDS Control Program.

ACTIVITIES AND EXPECTED RESULTS

ACTIVITY 1: Technical Support to Develop Communication Materials for OVC Programs

HCP/JHU will provide TA to the National AIDS Control Organization (NACO), Maharashtra State AIDS

Control Society (MSACS), Goa State AIDS Control Society (GSACS) and USG partners to develop

communication strategies and prototype materials to support OVC programs. HCP/JHU will also collaborate

with Family Health International (FHI) to conduct a communication needs assessment for OVC programs in

USG focus states. In FY08 HCP/JHU will focus on developing specific communication aids for health care

providers, mothers, and caregivers on the provision of basic health care and nutritional support for OVC in

home and institutional settings. Additionally, HCP/JHU will design communication activities to address

stigma and discrimination against OVC at the community level and by schools.

Funding for Prevention: HIV Testing and Counseling (HVCT): $132,000

SUMMARY

The Maharashtra State AIDS Control Society (MSACS) has scaled-up Integrated Counseling and Testing

Centers (ICTCs) rapidly to over 700 centers in the state. However, these efforts were not matched by

creating demand for these services, including improving the quality of the services provided through these

centers. The Health Communication Partnership/Johns Hopkins University (HCP/JHU) will provide technical

assistance (TA) to MSACS, the Goa State AIDS Control Society (GSACS), the Avert Society project and the

National AIDS Control Organization (NACO) to design a demand generation campaign for counseling and

testing (CT) services in the public and private sectors, focusing on accessibility and quality.

BACKGROUND

HCP/JHU implements a targeted HIV/AIDS communication program in Maharashtra State under the Avert

project. In the first phase (ended in July 2007), HCP/JHU provided TA to the state in the design,

implementation, monitoring and evaluation of behavior change communication (BCC) activities in HIV/AIDS

across a range of issues including advocacy, work place interventions, NGO capacity building, youth, care

and treatment and high-risk behavior interventions. Several of these activities and approaches have been

adopted by NACO for national level use. In FY08, HCP/JHU will provide technical support to MSACS,

GSACS and Avert in the design, development and operationalization of a state-wide communication

program. The aim of the communication program in Phase 2 of the HCP/JHU project (July 2007-June 2011)

is to support the state in developing a unified communication response including uniform communication

messaging, product development and implementation. The communication program will also support the TA

needs of the third phase of the National AIDS Control Program (NACP-3).

ACTIVITIES AND EXPECTED RESULTS

It is estimated that more than 90% of HIV-infected people do not know their status. Under NACP-3, existing

VCTCs and PPTCT centers are being re-modeled as a hub that integrates all HIV related services and are

renamed Integrated Counseling and Testing Centers (ICTC). ICTCs are envisaged as a key entry point for

both men and women for a range of HIV/AIDS services. The aim of expanding ICTC services to over 700

centers was to help individuals learn their HIV status, and seek HIV prevention and care and treatment

services. The Avert project has planned to scale up CT services in the private sector including supporting

NGOs to provide user-friendly testing services to most at-risk populations (MARPs). In FY08, HCP/JHU will

provide communication support to increase the uptake in public and private CT centers.

ACTIVITY 1: Increasing Demand for CT Services for MARPs and the General Population

There have been few communication campaigns or IEC materials in the state of Maharashtra targeting

MARPs, bridge populations (truckers and migrants) and youth to know their HIV status through seeking HIV

CT services. Even at the national level, the materials on counseling and testing are scant. In recent years

CT services have been rapidly scaled-up, however the effort to increase demand and improve the quality of

services is sub-optimal. In FY08, HCP/JHU will assist MSACS, GSACS and the Avert project in designing

demand generation campaigns focusing on the availability of quality CT services, the benefits of early

testing and linkages to care and treatment services.

HCP/JHU will hold consultative meetings with MSACS, GSACS, Avert project, NGOs and the public and

private CT centers to design the CT campaign. HCP/JHU will provide technical assistance in designing an

integrated multi-media campaign comprised of two TV spots, two radio spots, an exhibition and street-play

kit for community media activities, four posters, a flip chart, give-away materials for NGOs and a counseling

booklet and referral guide for the CT centers. The IEC materials will cater to 700 public sector CT centers,

nine private centers and over 150 NGOs implementing prevention programs among MARPs.

HCP/JHU will develop an interactive training video accompanied by a facilitators guide for training of

trainers (TOT) who will conduct training for counselors at CT centers. HCP/JHU will provide technical

assistance to NACO to replicate the CT materials in 12 languages.

Funding for Treatment: Adult Treatment (HTXS): $187,000

SUMMARY

The Health Communication Partnership/Johns Hopkins University (HCP/JHU) will work with the Avert

project, Maharashtra State AIDS Control Society (MSACS), Goa State AIDS Control Society (GSACS) and

the National AIDS Control Organization (NACO) to design communication materials to create demand for

ARV services. Specifically, HCP/JHU will support the design of prototype communication materials with an

emphasis on drug adherence, nutrition and other important aspects of ARV services. HCP/JHU will also

coordinate with the Avert project to develop communication materials to support the prevention to care

continuum network model in selected high-prevalence districts in Maharashtra and Goa States.

BACKGROUND

HCP/JHU implements a targeted HIV/AIDS communication program in Maharashtra State under the Avert

Society project. In the first phase (ended in July 2007), HCP/JHU provided technical assistance to the state

in the design, implementation, monitoring and evaluation of behavior change communication activities in

HIV/AIDS across a range of issues including advocacy, work place interventions, NGO capacity building,

youth, care and treatment and high-risk behavior interventions. Several of these activities and approaches

have been adopted by NACO for national level use. In FY08, HCP/JHU will provide technical support to

MSACS, GSACS and the Avert project in the design, development and operationalization of a state-wide

communication program. The aim of the communication program in Phase 2 (July 2007 to June 2011) is to

support the state in developing a unified communication response including uniform communication

messaging, product development and implementation. The communication program will also support the

technical assistance needs of the National AIDS Control Program.

ACTIVITIES AND EXPECTED RESULTS

Access to ARVs and the importance of drug adherence are two main issues that need attention. Besides

creating a demand for treatment services, the project recognizes that adherence is a key factor that will

determine the success of the ARV program and prevent HIV drug resistance. MSACS is currently

supporting 13 ART centers and plans to increase this to 29 centers in FY08.The state provides free ARV

services in the government hospitals in various districts. Currently, MSACS is providing ARV treatment to

over 14,000 PLHA and plans to increase this to 21,000 by 2008. HCP/JHU will provide communication

support to MSACS in scaling up the ARV treatment services.

ACTIVITY 1: Technical Assistance to NACO and MSACS on ARV Communication

Communication activities and IEC materials on ARV treatment services including drug adherence is limited

in Maharashtra and Goa states. In FY08, HCP/JHU will assist MSACS and GSACS in conducting a

communication needs assessment including developing the scope of work, hiring an agency and

implementing the study. HCP/JHU will develop a demand generation campaign on ARV treatment which will

include two TV spots, two radio spots, posters and booklets. One of the TV spots will specifically address

the gender concerns in ARV treatment. The message will emphasize providing a supportive environment to

women PLHAs in accessing ARV treatment. HCP/JHU will develop educational aids for ART medical

officers, counselors and the outreach team to provide quality ART treatment services. A simple educational

aid on the treatment regime that will help the health care provider in counseling patients will be developed.

A booklet on ART adherence, nutritional requirements for ART patients and healthy life styles will also be

developed for the counselors. HCP/JHU will support the SACS in pre-testing the materials by conducting

workshops with PLHA networks, health care providers and caregivers. These materials will serve the needs

of 29 ART centers.

NACO has also requested HCP/JHU to provide technical assistance in developing national-level

communication strategies including ARV treatment. HCP/JHU will assist NACO in designing TV and radio

spots on ARV which will be screened by NACO by leveraging TV and radio time from various channels.

ACTIVITY 2: Communication Support for Implementing the Network Model in Sangli District

USG is strengthening the ART center in Sangli district as part of the network model of integrating

prevention, care and treatment. HCP/JHU will develop communication tools for health care providers, peer

educators, and counselors to promote ARV treatment through linkages with counseling and testing centers,

PLHA networks, home based care programs and private health care institutions. The ARV communication

activities will facilitate providing quality ARV treatment services to over 2000 patients in Sangli district.

Funding for Strategic Information (HVSI): $88,000

SUMMARY

The Health Communication Partnership/Johns Hopkins University (HCP/JHU) will provide technical

assistance (TA) to the Maharashtra State AIDS Control Society (MSACS), the Goa State AIDS Control

Society (GSACS), the National AIDS Control Organization (NACO) and USG partners for developing

formative research, and monitoring and impact evaluation as needed to cut across all stages of design and

implementation of the communication program. HCP/JHU will provide expertise in evidence-based

programming, ensuring the application of state-of-the-art individual behavior change and social change

perspectives as well as robust methodological analyses.

BACKGROUND

HCP/JHU implements a targeted HIV/AIDS communication program in Maharashtra State under the Avert

Society project. In the first phase (ended in July 2007), HCP/JHU provided TA to the state in the design,

implementation, monitoring and evaluation of behavior change communication (BCC) activities in HIV/AIDS

across a range of issues including advocacy, work place interventions, NGO capacity building, youth, care

and treatment and high-risk behavior interventions. Several of these activities and approaches have been

adopted by NACO for national level use. In FY08, HCP/JHU will provide technical support to MSACS,

GSACS and Avert project in the design, development and operationalization of a state-wide communication

program. The aim of the communication program in Phase 2 of the HCP/JHU project (July 2007-June 2011)

is to support the state in developing a unified communication response including uniform communication

messaging, product development and implementation. The communication program will also support the TA

needs of the National AIDS Control Program.

ACTIVITIES AND EXPECTED RESULTS

In FY07 and continuing in FY08, research and monitoring will be integrated into program design and

implementation. For example, while developing prototype materials, HCP/JHU will pretest these materials to

ensure that they appeal to the intended audiences and also provide cues to action. HCP/JHU has global

expertise in developing tools for monitoring and evaluation (M&E) of communication activities. The roll-out

plan for the interventions will include sets of tools for both monitoring and evaluation and in FY 08,

HCP/JHU will use its expertise in this area to develop tools for the India program.

ACTIVITY 1: Designing an Evaluation Methodology and Monitoring Tools to Assess the Effectiveness of

Communication Activities

In FY08, HCP/JHU will assist MSACS, GSACS, and the Avert project to evaluate the communication

campaigns on ARV treatment, PMTCT and counseling and testing services. HCP/JHU will assist the

agencies to design an evaluation methodology, including sampling and interview tools, to assess the

effectiveness of the materials, messages and media-mix in terms of behavioral objectives and project-wide

indicators. HCP/JHU will also provide TA for developing the evaluation protocol, selecting the agencies,

implementing the evaluation and using evaluation data for program planning.

In addition, HCP/JHU will develop tools for process and behavioral change monitoring. Monitoring tools will

include simple, user-friendly forms that partners can use to determine the extent to which interventions are

being implemented according to plan, deviations if any, and effects this might have on the overall project.

Monitoring tools will be developed to examine the extent to which the use of the communication materials

impacts various intermediate factors (such as improved knowledge, positive attitudes, and interpersonal

communication) and at the same time facilitates behavior change. These tools will help the projects collect

strategic information and plan for improvements in project activities.

An innovative methodology that will be explored for monitoring entails using specific elements in the

projects or materials themselves to facilitate monitoring the communication activities. For example, youth

participation will be a key component in the development of the youth materials. The information generated

from the activities in which the youth participate can also serve as a source of monitoring data, such as

ensuring that stories of change captured at youth meetings as qualitative monitoring data.

ACTIVITY 2: Monitoring and Evaluation of the Media Advocacy Initiative

In FY08, HCP/JHU will periodically monitor HIV/AIDS reporting in the print and electronic media. The

activities will include: 1) follow-up meetings with journalists to assess changes in their attitudes in reporting;

2) conducting content analysis of reporting across media; and 3) assessing levels of coordination between

NGOs, CBOs and the journalists for effective reporting. Based on the findings, HCP/JHU will develop

strategies to improve the quality, sensitivity, and coverage of a wide-range of HIV/AIDS activities and

issues, including those related to gender concerns.

Funding for Health Systems Strengthening (OHSS): $154,000

SUMMARY

Communication systems strengthening are a central component of the Health Communication

Partnership/Johns Hopkins University's (HCP/JHU) HIV/AIDS project aimed at building national and state

capacity in communication programming. This will include building leadership at the national and state level

on strategic communication planning through a series of workshops, needs-based on-site support and

relevant tools on strategic planning. HCP/JHU will develop a panel of regional/national journalists on

responsive HIV/AIDS reporting in the electronic and print media.

BACKGROUND

HCP/JHU implements a targeted HIV/AIDS communication program in Maharashtra State under the Avert

Society project. In the first phase (ended in July 2007), HCP/JHU provided technical assistance to the state

in the design, implementation, monitoring and evaluation of behavior change communication activities in

HIV/AIDS across a range of issues including advocacy, work place interventions, NGO capacity building,

youth, care and treatment and high-risk behavior interventions. Several of these activities and approaches

have been adopted by NACO for national level use. In FY08, HCP/JHU will provide technical support to

MSACS, GSACS and the Avert project in the design, development and operationalization of a state-wide

communication program. The aim of the communication program in Phase-2 of the HCP/JHU project (July

2007-June 2011) is to support the state in developing a unified communication response including uniform

communication messaging, product development and implementation. The communication program will

also support the technical assistance (TA) needs of the National AIDS Control Program.

ACTIVITIES AND EXPECTED RESULTS

ACTIVITY 1: Building Leadership in Strategic Communication to Facilitate Policy Change

In FY08, HCP/JHU will conduct two workshops to train 30 communication officers of NACO, MSACS,

GSACS, the Avert project and USG partners in the focus states on leadership in strategic communications.

HCP/JHU will provide ongoing technical support to these communication officers on strategic

communication planning and on policy issues at the national and state levels. The communication officers

will collaborate with the technical officers of their agencies on targeted interventions, care and support,

counseling and testing, PMTCT and ARV treatment to effectively integrate strategic communication

activities in program components. HCP/JHU will assist NACO to develop policies on HIV/AIDS Helplines

including streamlining functioning to provide quality services. HCP/JHU will build the monitoring and

evaluation systems of NACO and the SACS including developing indicators and tools to monitor the

effectiveness of communication activities.

ACTIVITY 2: Building the Capacity of Journalists for Responsive Reporting on HIV/AIDS

HCP/JHU will identify and train a panel of 15 national and 15 regional journalists from Maharashtra State on

HIV/AIDS policies and responsive reporting. The trained journalists will advocate with their agencies to

increase reporting on HIV/AIDS policies and success stories of prevention, care and treatment programs.

These journalists will be encouraged to train their peers on HIV/AIDS policies and effective reporting and

will be linked to NGOs, SACS and District AIDS Prevention Control Units. HCP/JHU will monitor the

effectiveness of the reporting carried out by these trained journalists.

Subpartners Total: $347,000
Not Identified: $208,200
Not Identified: $104,100
Not Identified: $34,700