In FY 2008, the EP will sign a MOU with Bralirwa, the local Heineken subsidiary and bottler of beer and

soda, to expand the company's provision of HIV prevention services, especially among the farming

community on whom they rely for raw materials. Terms of the MOU will be set early in FY 2008, but the EP

will leverage a match from Bralirwa (preferably 1:1) in in-kind and cash contributions.

Heineken has a global reputation for its strong HIV workplace policy that provides comprehensive health

services for all employees. In Rwanda, Bralirwa currently provides healthcare to 600 employees and 2,900

family members. The company's mission statement includes three health components: protecting the health

of its employees; finding a national solution to the HIV epidemic; and setting an example for others.

Bralirwa's HIV workplace program provides HIV prevention services including peer education, TC, and ART

drugs for all current and former employees. The EP will leverage the company's strong commitment to HIV

prevention and control and corporate social responsibility, by expanding the number of beneficiaries served

by its workplace program.

As Rwanda's only beer and soda bottler, Bralirwa works closely with farming communities who supply raw

materials (sorghum and maize). Through this innovative PPP, Bralirwa and an EP implementing partner will

work together to train Bralirwa peer educators and leaders of 23 farming associations in HIV prevention

messaging, who will in turn sensitize the 5,000 members of the farming associations. Messages will

primarily promote fidelity in marriage and will help educate about and provide the linkage to clinical services

in the community. This funding is complemented by funding in the HVOP area.

This activity addresses behavior change communication and social marketing for HIV prevention and other

significant health concerns such as malaria, FP and MCH. In HIV, it addresses issues related to:

abstinence, partner reduction, correct and consistent condom use, alcohol use, GBV, provision of TC

services, integration of services including family planning and reproductive health and the social marketing

of condoms to most at risk populations.

The target groups for these prevention activities include high risk populations (sex workers and their

partners, mobile populations, prisoners, young women in transactional and cross generational relationships,

married men and out of school youth). Through the EP, the CDC has a complementary Healthy Schools

program targeting in-school youth. In addition, the activity focuses on premarital and married couples and

the general population to shift social norms in communication within families, violence against women, and

alcohol consumption.

The activity is designed to address some of the key data gaps in understanding the drivers of the HIV

epidemic. The implementing partner will be expected to contribute significantly to assessments, analyses,

and evaluations of behavioral and population data that will inform HIV programming. The partner will also

be expected to use best practices from other EP programs.

Previous social marketing and communication activities included youth friendly reproductive health services,

interactive live radio programs, interpersonal communication and peer education as well as TC services for

high risk groups including female sex workers and prisoners. Two key communication campaigns were

initiated. The first campaign targeted young boys and girls with messages focused on increasing awareness

about gender issues and HIV; challenges in communications between boys and girls; life skills building to

strengthen young people's negotiation, decision-making and leadership skills; self-affirmation and the ability

to resist peer pressure; and empowerment of young girls. A significant component of this campaign

promoted abstinence and fidelity among youth by helping young people increase their personal risk

perception; addressing gender barriers; and understanding issues related to sex. The second campaign

focused on transactional and cross-generational sex by targeting young women and their parents, older

men, and opinion leaders to begin shifting social norms. This campaign was a result of the 2005 RDHS-III,

which suggests that women aged 20-24 engage in sexual relationships with older men, putting themselves

at risk for HIV. Using advocacy and mass media strategies, the campaign started national dialogue around

the issue of cross generational sex, with an aim to change society's view of the practice and to promote a

sense of responsibility among leaders to take a public stance on cross generational practices that put young

women at greater risk. These activities also focused on reaching MARPs located in high transmission zones

with IEC on correct and consistent use of condoms, TC services and increased awareness on STI

treatment.

FY 2007 activities will maintain the ABC messages developed for the campaigns, reinforcing them at the

national, community, and interpersonal level. In collaboration with key local partners, the partner will

implement integrated primary prevention messages to increase personal risk perception and promote safer

sexual behaviors. Key strategies focus on shifting social norms; empowering young women for safer sex

negotiation; improving communication between boys and girls and youth and their parents; improving

reproductive health; and increasing demand for TC and health related products and services. Interventions

include mass media campaigns, advocacy, life skills training, peer education, mobile video and drama and

technical capacity building of the GOR and local partners. Activities targeted at youth promote young

people's ability to adopt safer sexual behavior, especially abstinence, and where youth are in stable/married

relationships, promote fidelity. With FY 2007 funding, 20,000 people will be reached with AB programs and

over 300 individuals trained to implement AB activities.

FY 2008 activities will continue to increase social support for abstinence and fidelity among youth and

married couples and improve social norms around cross-generational sex and GBV. A range of different

communication channels and activities will be used, such as discussion forums, drama, mass media

(especially radio), peer education and life skills, training of health service providers to improve the quality of

the services they offer and engaging religious leaders to support abstinence and fidelity among their

community members. With FY 2008 funding, over 154,000 people will be reached with AB messages and

462 individuals trained to implement AB activities.

In FY 2008, the EP will sign a MOU with Bralirwa, the local Heineken subsidiary and bottler of beer and

soda, to expand the company's provision of HIV prevention services, especially among the farming

community on whom they rely for raw material. Terms of the MOU will be set early in FY 2008, but the EP

will leverage a match from Bralirwa (preferably 1:1) in in-kind and cash contributions.

Heineken has a global reputation for its strong HIV workplace policy that provides comprehensive health

services for all employees. Bralirwa currently provides healthcare to 600 employees and 2,900 family

members. The company's mission statement includes three health components: protecting the health of its

employees; finding a national solution to the HIV epidemic; and setting an example for others. Bralirwa's

HIV workplace program provides HIV prevention services including peer education, TC, and ART drugs for

all current and former employees. The EP will leverage the company's strong commitment to HIV-

prevention and control and corporate social responsibility, by expanding the number of beneficiaries served

by its workplace program.

As Rwanda's only beer and soda bottler, Bralirwa works closely with farming communities who supply raw

materials (sorghum and maize). Through this innovative PPP, Bralirwa and an EP implementing partner will

work together to train Bralirwa peer educators and leaders of 23 farming associations in HIV prevention

messaging, who will in turn sensitize the 5,000 members of their farming associations. Messages will

promote fidelity in marriage and the correct and consistent use of condoms. The activity will also provide

linkages to TC and clinical services in the community.

This activity addresses behavior change communication and social marketing for HIV prevention and other

significant health concerns such as malaria, FP and MCH. In HIV, it addresses issues related to:

abstinence, partner reduction, correct and consistent condom use, alcohol use, GBV, provision of TC

services, integration of services including family planning and reproductive health, and the social marketing

of condoms to most at risk populations.

The target groups for these prevention activities include high risk populations, such as sex workers and their

partners, mobile populations, young women in transactional and cross-generational relationships, married

men and out of school youth. Through the EP, the CDC has a complementary Healthy Schools program

targeting in-school youth. In addition, the activity focuses on premarital and married couples and the

general population to shift social norms in communication within families, violence against women, and

alcohol consumption.

The activity is designed to address some of the key data gaps in understanding the drivers of the HIV

epidemic. The implementing partner will be expected to contribute significantly to assessments, analyses,

and evaluations of behavioral and population data that will inform HIV programming. The partner will also

be expected to use best practices from other EP programs.

Previous social marketing and communication activities in the EP included youth friendly reproductive

health services, interactive live radio programs, interpersonal communication and peer education as well as

TC services for high risk groups including female sex workers and prisoners. Two key communication

campaigns were initiated. The first campaign targeted young boys and girls with messages focused on

increasing awareness about gender issues and HIV; challenges in communications between boys and girls;

life skills building to strengthen young people's negotiation, decision-making and leadership skills; self-

affirmation and ability to resist peer pressure; and, empowerment of young girls. A significant component of

this campaign promoted AB among youth by helping young people increase their personal risk perception;

addressing gender barriers; and understanding issues related to sex. The second campaign focused on

transactional and cross-generational sex by targeting young women and their parents, older men, and

opinion leaders to begin shifting social norms. This campaign was a result of the 2005 RDHS-III, which

suggests that women aged 20-24 engage in sexual relationships with older men, putting themselves at risk

for HIV. Using advocacy and mass media strategies, the campaign started national dialogue around the

issue of cross generational sex, with an aim to change society's view of the practice and to promote a sense

of responsibility among leaders to take a public stance on cross generational practices that put young

women at greater risk. These activities also focused on reaching MARPs - sex workers and their clients,

prisoners and mobile groups located in high transmission zones with IEC on correct and consistent use of

condoms, TC services and increased awareness on STI treatment.

FY 2006 activities also focused on reaching MARPs. The EP has also been supporting the social marketing

of the Prudence Plus condom brand with co-funding from KfW for national coverage. The EP continues to

face the challenge of increasing demand for condom use- especially through the public sector, where

uptake is particularly low.

FY 2007 activities will continue to promote communication campaigns that seek to increase personal risk

perception and improve self-efficacy to enable MARPs to make informed choices about sexual behaviors

and prevention methods. Condom social marketing activities will include brand visibility and promotion and

condom distribution at hot spots such as border transit points, bars and nightclubs, and fixed and mobile TC

sites. The social marketing program will work to increase the skills among MARPs for correct condom use.

EP funding from HVOP will improve the evidence base for programming with MARPs by increasing

knowledge of key sub-populations, including MSM, prisoners and CSWs.

FY 2008 activities will build on the activities from FY 2007 and will continue to strengthen support to

MARPS by making available products, services and information for safer sex practices, including the

distribution and sale of socially marketed condoms. Communication on condoms will not only support the

brand of socially marketed condoms available, but will also support generic/non-branded communication to

promote the use of condoms including public sector condoms. This activity should help increase the uptake

and use of public sector condoms, which have limited demand. The partner will also work with female sex

worker associations to improve their ability to negotiate safer sex with their clients and regular partners; to

use condoms correctly; and where possible, to adopt alternate income generating activities. HIV prevention

activities in FY 2008 will also focus on workplaces, which are predominantly male and PLHIV associations-

targeting prevention for positives.

This activity is continuning from FY 2007. No new narrative is required.