Detailed Mechanism Funding and Narrative

Details for Mechanism ID: 4434
Country/Region: South Africa
Year: 2007
Main Partner: U.S. Department of State
Main Partner Program: NA
Organizational Type: Other USG Agency
Funding Agency: enumerations.State/African Affairs
Total Funding: $200,000

Funding for Management and Operations (HVMS): $200,000

SUMMARY:

The Public Affairs Section of the U.S. Embassy in South Africa will carry out direct outreach to media houses in support of increased exposure of PEPFAR priorities, projects, and success stories.

BACKGROUND:

Public knowledge of and appreciation for the accomplishments of PEPFAR in South Africa remain low, due in part to media fatigue for HIV and AIDS issues as well as limited Public Affairs Section (PAS) capacity to orchestrate a continuing nationwide media campaign. Though awareness and exposure have improved in FY 2006, more could and should be done in FY 2007 to ensure appropriate public appreciation for this U.S. priority.

ACTIVITIES AND EXPECTED RESULTS:

PAS believes that a program of direct placements (paid and otherwise) in print and broadcast media is the best means of increasing public awareness of PEPFAR's activities in South Africa. As the large majority of South Africans receive their news via radio, this program would focus largely on the development and placement of radio programs around the country. In addition, the program would develop a series of print notices for placement in major newspapers, focusing on key PEPFAR themes and accomplishments, and featuring individuals benefiting from PEPFAR programs. Finally, this program will support press participation in PEPFAR site visits, training programs, and related activities.

PAS anticipates establishing a baseline of public knowledge of PEPFAR in early FY 2007 via nationwide survey. (Note: this survey is neither a PAS nor PEPFAR mechanism, but rather a recurring national survey conducted by the State Department's Office of Research. PAS will incorporate survey content to assess knowledge of PEPFAR programs.) Using this baseline and its regional indicators, PAS will target the proposed placement program for maximum effect over the period of one year. Follow-up focus groups and national surveys (again, anticipated Department surveys) will measure message penetration, brand recognition, and public impressions.

Projected Activities/Outcomes: • Quarterly development and placement of PEPFAR program descriptions, success stories, personal histories, etc. in five key national print outlets (quarter page and/or supplement size). • Development and launch of 12-month program of radio features and program profiles in selected provinces (to include KwaZulu-Natal, Gauteng, and Western Cape) to run on key community and commercial broadcasters. • Targeted promotion of PEPFAR activities, including project launches, Ambassador's media events, and output announcements in regional print and broadcast outlets.