Detailed Mechanism Funding and Narrative

Details for Mechanism ID: 4585
Country/Region: Tanzania
Year: 2007
Main Partner: Johns Hopkins University
Main Partner Program: NA
Organizational Type: University
Funding Agency: USAID
Total Funding: $1,940,000

Funding for Sexual Prevention: Abstinence/Be Faithful (HVAB): $960,000

This activity narrative is specifically linked with activity #7711 in CT, #7812 in ARV services, and #8709 in Palliative Care. Additional activities in AB include activity #7668, #8687, #8691, #8686, #7754, #7774, #8681, #9060, #9063, #9061, #7727, and #7852. In addition, this project will seek to support and collaborate with all radio communications interventions of any USG PEPFAR funded partner.

Following the termination of the BBC World Service Trust radio project in December 2005, USG/Tanzania decided to pursue a competitive procurement process to replace the implementing partner. A Request for Application (RFA) Program Description (PD) has been written, reviewed by O/GAC and released for response from applicants. It is anticipated that this procurement will be awarded in November 2006 for immediate implementation.

The Strategic Radio Communications for Development (STRADCOM) project is intended to deliver demonstrable improvements in knowledge and attitudes relating to a wide variety of HIV/AIDS issues throughout the continuum of care. The project will also support and contribute to behavior change efforts and activities of other implementing partners. The project is designed to serve as a "center of excellence" for radio production that will concentrate on radio expertise to create appropriate and entertaining radio formats and to leverage maximum impact at the community level by working in collaboration with other implementing partners.

The project will use entertainment to promote messages about reducing people's risk of infection, increasing the number of Tanzanians seeking treatment, and reducing stigma and discrimination. The project is designed to run for 3 years and will draw on a variety of radio formats that have broad appeal but are also flexible. An illustrative list of these formats includes PSA type radio spots, mini dramas, call-in shows, radio dramas, and discussion programs. The project is intended to create radio programming that rapidly adapts messages to incorporate emerging issues in HIV and AIDS, as well as issues that concern specific groups of people. These messages clearly target youth and other appropriate populations; it is also anticipated that this project will serve as a major component of the USG portfolio that reaches out to men with a strong message about being faithful.

Specific AB messages will promote fidelity within marriage and serious relationships, partner reduction, abstinence, and delay in sexual debut. Particular emphasis will also be placed on developing a campaign to reaching adult males with messages regarding trans-generational sex.

The main focus of the project will be to create the messages necessary to convey appropriate information to the Tanzanian population about a variety of issues throughout the continuum of care. In addition, some training will take place to create a pool of radio producers and writers who will be able to continue these efforts when project funding has ended. Given the high cost of prime media time in Tanzania, it is anticipated that the project will pursue sponsorships and leverage corporate social responsibility interests in an effort to offset these costs over the course of the three years. All messaging will need to be developed in close collaboration with the National AIDS Control Program, as well as support messaging outlined in the National HIV/AIDS Communications Strategy.

AB focused broadcasts will be delivered in Kiswahili under the guidance of the NACP and TACAIDS; and will be complemented by community level activities in AB that are conducted by other partners conducting community outreach activities including, but not limited to AED, FHI, TAYOA, the Ministry of Education, Balm in Gilead, Track 1 AB partners, and the TBD Male Involvement activity. Focus will be on national coverage at both urban and rural levels.

For the majority of Tanzanians, radio is the main source of news and entertainment and it is the most popular media outlet. For 35 years, they have been listening to the government-owned Radio Tanzania. There are now four stations with a national reach: Radio Tanzania, privately owned Radio One and Radio Free Africa, and Radio Uhuru as well as two major Christian religious radio stations - Radio Tumaini and Radio Sauti ya Injili . Radio Free Africa and Clouds FM are music stations. In a 2002 survey, 81% of respondents claimed to have listened to radio within the past day. Thus, the popularity of

radio will enable the STRADCOM project to reach out to millions of Tanzanians with important messages regarding comprehensive services across the prevention-to-care continuum. On their own, these messages will convey necessary information to influence knowledge and attitudes - in combination with complementary messages delivered at the community outreach level, it becomes possible to influence the necessary corresponding behavior change.

The flexibility of community-based radio communications allows the weaving of multi-pronged messages into programming. The STRADCOM implementing partner will work together with NACP, TACAIDS, and other Emergency Plan partners to assure messages are appropriate, support policies, and are linked to services. The project will also work to strengthen links between radio broadcasters, GOT, and the private sector thus enabling more effective health campaigning by increasing media skills in the Government sector, by working closely with local broadcasters to enhance their capacity, and with commercial businesses to enhance their commitment to produce quality health programming.

Tanzanian Psychographic Survey: This activity is designed to address a significant market research data gap that exists in Tanzania. The gap includes virtually all attitudinal survey data relating to lifestyle preferences, motivators, role model choices, aspirations, and other data relating to personal preference. Psychographic data underlies fundamental ‘market segmentation', the overall intent of which is to identify groups of similar customers, prioritize them, and understand their behavior so that we can respond with appropriate messaging strategies. Without market segmentation, targeting (choosing which segments to address) and positioning (designing appropriate messages for each segment) cannot be undertaken. And without the three together, message outcomes - in this case, desired behavior change - cannot be measured. In essence, messaging becomes a roll of the dice backed by no more than the anecdotal data resulting from focus groups (which are themselves designed only for use within segmented audiences). This activity is designed to ensure that we are able to measure and recalibrate all of the important work being undertaken in of behavior change communications strategy.

Funding for Care: Adult Care and Support (HBHC): $100,000

This activity also relates to activities in ARV Services (#5567), Counseling and Testing (#7811), and Abstinence and Be Faithful (#7810), as well as the National AIDS Control Programme Coordinating activity (#8692).

Following the termination of the BBC World Service Trust radio project in December 2005, USG/Tanzania opted to replace the activity through a competitive procurement process. This new mechanism is expected to be awarded in November 2006 for immediate implementation.

The activity - Strategic Radio Communications for Development (STRADCOM) - is intended to deliver demonstrable improvements in knowledge and attitudes relating to a wide variety of HIV/AIDS issues throughout the continuum of care. The activity will also support and contribute to behavior change efforts and activities of other implementing partners. The activity is designed to serve as a "center of excellence" for radio production that will concentrate on radio expertise to create appropriate and entertaining radio formats and to leverage maximum impact at the community level by working in collaboration with other implementing partners providing the full spectrum of prevention to treatment services.

The activity will use entertainment to promote messages about reducing people's risk of infection and reducing myths and misconceptions about treatment. It is intended to increase the number of Tanzanians seeking treatment and especially reduce stigma and discrimination. Some messages will have gender-specific focus so as to address gender imbalance in care-seeking and care-providing behavior. The activity is designed to run for three years and will draw on a variety of radio formats that have broad appeal, but are also flexible. An illustrative list of these formats includes Public Service Announcement-type radio spots, mini dramas, call-in shows, radio dramas, and discussion programs. The activity is intended to create radio programming that adapts messages rapidly to incorporate emerging issues in HIV and AIDS, as well as issues that concern specific groups of people. These messages will target youth and other appropriate populations; it is also anticipated that this activity will serve as a major component of the USG portfolio that reaches out to men, with important messages to increase their presence among those tested, providing care services, seeking care, and being faithful.

The main focus of the activity will be to create the messages necessary to convey appropriate information to the Tanzanian population about a variety of issues throughout the continuum of care. In addition, some training will take place to create a pool of radio producers and writers who will be able to continue these efforts when project funding has ended. Given the high cost of prime media time in Tanzania, it is anticipated that the project will pursue sponsorships and leverage corporate social responsibility interests in an effort to offset these costs over the course of the three years. All messaging will need to be developed in close collaboration with the National AIDS Control Programme, as well as support messaging outlined in the National HIV/AIDS Communications Strategy.

Care-focused broadcasts will be delivered in Kiswahili under the guidance of the NACP and TACAIDS; and will be complemented by community-level activities related to palliative care services that are conducted by other partners including, but not limited to, Family Health International, Pathfinder, KIHUMBE, the Henry Jackson Foundation, etc. Focus will be on national coverage at both urban and rural levels.

For the majority of Tanzanians, radio is the main source of news and entertainment and it is the most popular media outlet. For 35 years, Tanzanians have been listening to the government-owned Radio Tanzania. There are now four stations with a national reach: Radio Tanzania, privately owned Radio One and Radio Free Africa, and Radio Uhuru as well as two major Christian religious radio stations - Radio Tumaini and Radio Sauti ya Injili . Radio Free Africa and Clouds FM are music stations. In a 2002 survey, 81 percent of respondents claimed to have listened to radio within the past day. Thus, the popularity of radio will enable the STRADCOM project to reach out to millions of Tanzanians with important messages regarding comprehensive services across the prevention-to-care continuum. On their own, these messages will convey necessary information to influence knowledge and attitudes - in combination with complementary messages delivered at the community outreach level, it becomes possible to influence the necessary corresponding behavior change.

Specific palliative care messages will help to dispel myths and misconceptions about treatment (especially the benefits of care and treatment) so as to encourage individuals to seek care and treatment. Stigma reduction messages should have a positive impact on stigma reduction, and encourage those who are HIV+ to live positively and influence others to reduce risk and seek care/treatment. In addition, messages will focus on prevention, fidelity, and partner reduction. Particular emphasis will also be placed on the importance of adhering to treatment regimens so as not to develop resistance.

The flexibility of community-based radio communications allows the weaving of multi-pronged messages into programming. The STRADCOM implementing partner will work together with NACP, TACAIDS, and other Emergency Plan partners to assure messages are appropriate, support policies, and are linked to services. The project will also work to strengthen links between radio broadcasters, GOT, and the private sector thus enabling more effective health campaigning by increasing media skills in the Government sector, by working closely with local broadcasters to enhance their capacity, and with commercial businesses to enhance their commitment to produce quality health programming.

In FY07 under Palliative Care funding, the STRADCOM Project will produce a variety a media outputs which are not captured in the direct targets. All of these outputs will contribute to community program activities undertaken by other Palliative Care partners mentioned in the narrative.

Funding for Prevention: HIV Testing and Counseling (HVCT): $380,000

This activity is also linked to activities in ARV Services (#7812), Abstinence and Be Faithful activities (#7810), Palliative Care (#8709), and other Counseling and Testing activities.

Following the termination of the BBC World Service Trust radio project in December 2005, USG/Tanzania decided to pursue a competitive procurement process to replace the implementing partner. A Request for Application (RFA) Program Description (PD) has been written, reviewed by O/GAC and released for response from applicants. It is anticipated that this procurement will be awarded in November 2006 for immediate implementation.

The Strategic Radio Communications for Development (STRADCOM) project is intended to deliver demonstrable improvements in knowledge and attitudes relating to a wide variety of HIV/AIDS issues throughout the continuum of care. The project will also support and contribute to behavior change efforts and activities of other implementing partners. The project is designed to serve as a "center of excellence" for radio production that will concentrate on radio expertise to create appropriate and entertaining radio formats and to leverage maximum impact at the community level by working in collaboration with other implementing partners.

The project will use entertainment to promote messages about reducing people's risk of infection, increasing the number of Tanzanians seeking treatment, and reducing stigma and discrimination. The project is designed to run for 3 years and will draw on a variety of radio formats that have broad appeal but are also flexible. An illustrative list of these formats includes PSA type radio spots, mini dramas, call-in shows, radio dramas, and discussion programs. The project is intended to create radio programming that rapidly adapts messages to incorporate emerging issues in HIV and AIDS, as well as issues that concern specific groups of people. These messages clearly target youth and other appropriate populations; it is also anticipated that this project will serve as a major component of the USG portfolio that reaches out to promote emerging messages in the area of Counseling and Testing.

The main focus of the project will be to create the messages necessary to convey appropriate information to the Tanzanian population about a variety of issues throughout the continuum of care. In addition, some training will take place to create a pool of radio producers and writers who will be able to continue these efforts when project funding has ended. Given the high cost of prime media time in Tanzania, it is anticipated that the project will pursue sponsorships and leverage corporate social responsibility interests in an effort to offset these costs over the course of the three years. All messaging will need to be developed in close collaboration with the National AIDS Control Program, as well as support messaging outlined in the National HIV/AIDS Communications Strategy.

CT focused broadcasts will be delivered in Kiswahili under the guidance of the NACP and TACAIDS; and will be complemented by community level activities in CT that are conducted by other partners conducting community outreach activities including, but not limited to AMREF, National AIDS Control Program, PharmAccess, Kilombero Community Trust, and Mbeya Regional Referral Hospital. Focus will be on national coverage at both urban and rural levels. STRADCom will also provide critical support to the promotion of Tanzania's National Testing Day (#8666).

For the majority of Tanzanians, radio is the main source of news and entertainment and it is the most popular media outlet. For 35 years, they have been listening to the government-owned Radio Tanzania. There are now four stations with a national reach: Radio Tanzania, privately owned Radio One and Radio Free Africa, and Radio Uhuru as well as two major Christian religious radio stations - Radio Tumaini and Radio Sauti ya Injili . Radio Free Africa and Clouds FM are music stations. In a 2002 survey, 81% of respondents claimed to have listened to radio within the past day. Thus, the popularity of radio will enable the STRADCOM project to reach out to millions of Tanzanians with important messages regarding comprehensive services across the prevention-to-care continuum. On their own, these messages will convey necessary information to influence knowledge and attitudes - in combination with complementary messages delivered at the community outreach level, it becomes possible to influence the necessary corresponding behavior change.

Specific CT messages will promote counseling and testing services as a cornerstone of the national response to HIV/AIDS in Tanzania and an integral component of a comprehensive continuum of care. Stress will be placed on the importance of knowing ones status - particularly among MARPS and others who are most likely to be HIV positive and/or treatment eligible. The goal will be to develop messages specifically oriented at dispelling myths, misconceptions and stigma around CT, as well as increasing the demand for treatment and care services (commensurate with the increase in the availability of these services). Messages will focus on fostering an improved understanding of what VCT and CT services are, where they are located (including the growing availability of seeking counseling and testing through routine medical services), promoting the acceptability and advisability of getting oneself tested in order to create a direct link between prevention programs, CT and advanced care and treatment.

The flexibility of community-based radio communications allows the weaving of multi-pronged messages into programming. The STRADCOM implementing partner will work together with NACP, TACAIDS, and other Emergency Plan partners to assure messages are appropriate, support policies, and are linked to services. The project will also work to strengthen links between radio broadcasters, GOT, and the private sector thus enabling more effective health campaigning by increasing media skills in the Government sector, by working closely with local broadcasters to enhance their capacity, and with commercial businesses to enhance their commitment to produce quality health programming.

Funding for Treatment: Adult Treatment (HTXS): $500,000

Strategic Radio Communications for Development

This activity is also linked to activities in Abstinence and Be Faithful, ARV Services, Counseling and Testing, PMTCT, and other ARV Services activities.

Following the termination of the BBC World Service Trust radio project in December 2005, USG/Tanzania decided to pursue a competitive procurement process to replace the implementing partner. A Request for Application (RFA) Program Description (PD) has been written, reviewed by O/GAC and released for response from applicants. It is anticipated that this procurement will be awarded in November 2006 for immediate implementation.

The Strategic Radio Communications for Development (STRADCOM) project is intended to deliver demonstrable improvements in knowledge and attitudes relating to a wide variety of HIV/AIDS issues throughout the continuum of care. The project will also support and contribute to behavior change efforts and activities of other implementing partners. The project is designed to serve as a "center of excellence" for radio production that will concentrate on radio expertise to create appropriate and entertaining radio formats and to leverage maximum impact at the community level by working in collaboration with other implementing partners.

The project will use entertainment to promote messages about reducing people's risk of infection, increasing the number of Tanzanians seeking treatment, and reducing stigma and discrimination. The project is designed to run for 3 years and will draw on a variety of radio formats that have broad appeal but are also flexible. An illustrative list of these formats includes PSA type radio spots, mini dramas, call-in shows, radio dramas, and discussion programs. The project is intended to create radio programming that rapidly adapts messages to incorporate emerging issues in HIV and AIDS, as well as issues that concern specific groups of people. These messages clearly target youth and other appropriate populations; it is also anticipated that this project will serve as a major component of the USG portfolio that reaches out to promote emerging messages in the area of ARV and Treatment services.

The main focus of the project will be to create the messages necessary to convey appropriate information to the Tanzanian population about a variety of issues throughout the continuum of care. In addition, some training will take place to create a pool of radio producers and writers who will be able to continue these efforts when project funding has ended. Given the high cost of prime media time in Tanzania, it is anticipated that the project will pursue sponsorships and leverage corporate social responsibility interests in an effort to offset these costs over the course of the three years. All messaging will need to be developed in close collaboration with the National AIDS Control Program, as well as support messaging outlined in the National HIV/AIDS Communications Strategy.

ARV Services focused broadcasts will be delivered in Kiswahili under the guidance of the NACP and TACAIDS; and will be complemented by community level activities in treatment that are conducted by other partners conducting community outreach activities including, but not limited to the National AIDS Control Program, Mbeya, Ruvuma and Rukwa Regional Medical Offices, PharmAccess, Family Health International, Bugando Medical Center and Track 1 treatment partners. Focus will be on national coverage at both urban and rural levels.

For the majority of Tanzanians, radio is the main source of news and entertainment and it is the most popular media outlet. For 35 years, they have been listening to the government-owned Radio Tanzania. There are now four stations with a national reach: Radio Tanzania, privately owned Radio One and Radio Free Africa, and Radio Uhuru as well as two major Christian religious radio stations - Radio Tumaini and Radio Sauti ya Injili . Radio Free Africa and Clouds FM are music stations. In a 2002 survey, 81% of respondents claimed to have listened to radio within the past day. Thus, the popularity of radio will enable the STRADCOM project to reach out to millions of Tanzanians with important messages regarding comprehensive services across the prevention-to-care continuum. On their own, these messages will convey necessary information to influence knowledge and attitudes - in combination with complementary messages delivered at the community outreach level, it becomes possible to influence the necessary corresponding

behavior change.

Specific ARV and treatment messages will promote treatment services as an integral component of a comprehensive continuum of care and address individuals' needs to seek treatment services once they have become treatment eligible. The goal will be to develop messages specifically oriented at dispelling myths, misconceptions and stigma around treatment, as well as increasing the demand for treatment and care services commensurate with the increase in the availability of these services. Messages will focus on the importance of adherence to a prescribed treatment regimen, that it is life-long, and will need to be monitored and adjusted by a trained medical professional. Specific focus will be made to weave in messaging on the importance of including prevention as a continuing component of treatment -- especially among HIV positive patients. This may include issues such as the use of cotrimoxizole, safe water, and malaria prevention measures.

The flexibility of community-based radio communications allows the weaving of multi-pronged messages into programming. The STRADCOM implementing partner will work together with NACP, TACAIDS, and other Emergency Plan partners to assure messages are appropriate, support policies, and are linked to services. The project will also work to strengthen links between radio broadcasters, GOT, and the private sector thus enabling more effective health campaigning by increasing media skills in the Government sector, by working closely with local broadcasters to enhance their capacity, and with commercial businesses to enhance their commitment to produce quality health programming.

Indirect Targets: In FY07 under ARV services funding, the STRADCOM Project will produce a variety a media outputs which are not captured in the direct targets. All of these outputs will contribute to community program activities undertaken by other ARV services partners mentioned in the narrative.