This is a new activity that aims to strengthen and improve the quality of reporting about HIV prevention through the local print and broadcast media. One of the strategies that will be implemented is to forge a

coalition of media leaders who can advocate for, and contribute to, sustained interest and media investments to curb the spread of HIV. The goal is to build a media leaders' partnership which is comprehensive and includes membership from the advertising industry, print, radio, television and electronic media, including the mobile phone industry and internet carriers, to serve as advocates and trainers for improved reporting and accountability by the local media. It is expected that the partnership will be an effective advocacy mechanism to leverage private sector resources, mobilize air time contributions, human resources, generate innovative ideas and leadership that contribute to increased and improved coverage of the HIV epidemic in its different behavioral, structural, biomedical, social and clinical aspects. Gender dimensions of the epidemic will be analyzed highlighting connections between alcohol abuse, male norms, the female face of the epidemic, and the importance of engaging men for prevention efforts to be effective. The media leaders will also provide short term technical assistance to the NAC and local media outlets, in line with the development and implementation of the national HIV communication strategy which accompanies the National HIV Strategic Plan (PENIII).

In addition to creating an influential coalition of media leaders, this program will develop and implement trainings for print and broadcast journalists, including web designers and cell phone company representatives. The purpose is to increase the quality and the quantity of coverage of HIV and to improve programming that engages listeners and viewers and personalizes issues such as risky behaviors. The program will be developed in close collaboration with the Public Affairs Office, and will coordinate approaches and activities with the Tripartite program of cooperation between the USG, GOM, and the Government of Brazil in a manner to optimize inputs for capacity building. In line with the priorities of the Partnership Framework, donor coordination and harmonization will continue to ensure coordinated implementation. Although ultimately national in its scope, the new program will initially focus on the urban areas of Maputo city and Maputo, Gaza, Nampula and Zambezia provinces.

Monitoring and Evaluation plans will be developed and will include process, output, outcome and impact components. For each indicator the M&E plan will provide interim and final targets, data sources, collection methods and baseline information or a timeline for collecting it. Routine data quality assessments will also be done. Audience studies will be carried out to assess interest in various topics and document trends in coverage of HIV prevention on various media.

The combination of direct educational and factual messages and entertainment can drive home public health messages about HIV. The media can be a powerful ally in the effort to reduce new infections, by increasing public attention to and debate about harmful, yet socially accepted, practices, notably multiple and concurrent partnerships. In the same vein, the media can be a positive force in creating an enabling social environment that encourages positive health behaviors such as seeking counseling and testing services, disclosing HIV status. Finally, by positively positioning effective prevention practices, such as male circumcision, the media can play an important role in shaping attitudes and opinions.

This program will be a key channel to reach influential media outlets and galvanize their interest in and commitment to HIV prevention. The media partners in this program will become allies and a resource for national prevention campaigns by securing celebrity endorsements on key HIV prevention practices and behaviors, such as partner faithfulness and discouraging the practice of risky behaviors such as transactional sex, or alcohol abuse. The program will include a strong training component to increase professional analysis, reporting, and writing across various media.

The program will build capacity of journalists to create effective and professional reporting and will implement innovative approaches, such as media awards to recognize creative leadership, to increase quality reporting and programming.