This activity was included in previous COPs. In 2011, it was decided to merge it into a broader activity under the Good Governance program, called the Media Strengthening Program , which aims to reinforce the media sector by promoting a diverse and independent media environment and strengthening the professionalism of journalists. The MSP solicitation is under review and an award is expected by May 2012. Under the MSP, which includes cross cutting themes, it will be possible to improve the quality of reporting about health promotion and the prevention of prevalent infections, such as HIV and other STIs, using the power of the mass media. The media can be a powerful ally in the effort to reduce new HIV infections, by increasing public attention to and debate about harmful, yet socially accepted practices, such as having multiple sexual partners and widow cleansing. The media can be a positive force in shaping positive social attitudes and opinions and creating an enabling social environment that encourages positive health behaviors such as seeking counseling and testing services, disclosing HIV status, and reinforcing adherence to care and treatment protocols. The program will include a strong training component to increase professional analysis, reporting, and writing across various media. Reporting on social issues through a gender lens will be a critical component of the media strengthening approach. Such a lens will equip journalists with the analytical skills needed to highlight connections between social and male norms, alcohol abuse, the female face of the HIV epidemic, GBV and the importance of engaging men in HIV prevention, care and treatment programs. Educating the public about health services through the media can increase appropriate use of HIV services.

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 and 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. The media can also help to decrease the silence and shame which surround HIV, and thereby decrease the prevalence of stigmatizing attitudes.

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 and to increase quality reporting.

Although ultimately national in its scope, this 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. Routine data quality assessments will also be done and audience studies will be carried out to assess interest in various topics, and document trends in coverage of HIV prevention through various media.