PEPFAR's annual planning process is done either at the country (COP) or regional level (ROP).
PEPFAR's programs are implemented through implementing partners who apply for funding based on PEPFAR's published Requests for Applications.
Since 2010, PEPFAR COPs have grouped implementing partners according to an organizational type. We have retroactively applied these classifications to earlier years in the database as well.
Also called "Strategic Areas", these are general areas of HIV programming. Each program area has several corresponding budget codes.
Specific areas of HIV programming. Budget Codes are the lowest level of spending data available.
Expenditure Program Areas track general areas of PEPFAR expenditure.
Expenditure Sub-Program Areas track more specific PEPFAR expenditures.
Object classes provide highly specific ways that implementing partners are spending PEPFAR funds on programming.
Cross-cutting attributions are areas of PEPFAR programming that contribute across several program areas. They contain limited indicative information related to aspects such as human resources, health infrastructure, or key populations programming. However, they represent only a small proportion of the total funds that PEPFAR allocates through the COP process. Additionally, they have changed significantly over the years. As such, analysis and interpretation of these data should be approached carefully. Learn more
Beneficiary Expenditure data identify how PEPFAR programming is targeted at reaching different populations.
Sub-Beneficiary Expenditure data highlight more specific populations targeted for HIV prevention and treatment interventions.
PEPFAR sets targets using the Monitoring, Evaluation, and Reporting (MER) System - documentation for which can be found on PEPFAR's website at https://www.pepfar.gov/reports/guidance/. As with most data on this website, the targets here have been extracted from the COP documents. Targets are for the fiscal year following each COP year, such that selecting 2016 will access targets for FY2017. This feature is currently experimental and should be used for exploratory purposes only at present.
Years of mechanism: 2008 2009
TITLE: STRADCOM Promotion of PMTCT Services
NEED and COMPARATIVE ADVANTAGE: PMTCT is a critical prevention service that has been
increasingly be made available. However, there is a need to better promote this service as well as to
address misconceptions and reduce stigma. STRADCOM is positioned to promote and convey appropriate
information about PMTCT. CCP the prime for the STRADCOM project has been implementing treatment
communication interventions since 2002, beginning with President Bush's International Mother and Child
HIV Prevention Initiative.
ACCOMPLISHMENTS: During the first six months of the project, using pre FY 2007 funding, STRADCOM
has started developing a range of programming vehicles that can be used to convey core messages in a
flexible and mutually supporting manner. STRADCOM has already funded the production and broadcast of
a radio serial drama on radio Tanzania (RTD). Two of the storylines deal with treatment adherence and with
stigma. STRADCOM is also developing another radio serial drama for a more urban audience.
Three workshops have been conducted: one on the communication strategy, one with scriptwriters and
producers for the two radio serial dramas and another for radio producers of the radio diaries. STRADCOM
has also produced and broadcast a number of public service announcement (PSAs) on AB, OP and VCT
Promotion supporting USG partners' activities.
ACTIVITIES: STRADCOM will develop specific PMTCT messages that will promote a greater
understanding of PMTCT, publicize where there service is available and help reduce stigma. These
messages will be conveyed through our established radio programs: 1) Weekly magazine programs on
AIDS on at least 12 stations/networks. The typical format of these programs is a regular radio diary segment
by a person living with AIDS, a pre-recorded news story, a phone in session and an optional guest. A total
of 36 of these programs over 52 weeks will present core messages on PMTCT..
2) A weekly 52-episode radio serial drama with one storyline on PMTCT. This format allows time to fully
explain PMTCT in an engaging manner..
3) Approximately six public service announcements that promote PMTCT services inserted a minimum of
600 times on the most appropriate radio stations. The final media schedule will be based on target
audiences and radio listener demographics, number of exposures estimates, geographic locations, and
other STRADCOM radio programs. All these activities include training and mentoring radio station
production staff; working with key partners to review core messages, technical aspects and national
protocols; broadcast; monitoring for correct content and technical quality; and distribution of programs to
other stations in our network of cooperating stations. STRADCOM has developed working relations with
various radio stations including all the national stations and a few local stations. Each of these stations
already has a program on AIDS, which we plan to strengthen with training and equipment. We will co-
produce the diaries and documentaries to be used on these existing magazine programs. Each of these pre
-recorded segments averages five minutes, allowing them to be easily integrated into these existing
programs. These pre-recorded regular weekly segments will act as catalysts for participation by studio
guests, persons phoning in or sending SMS messages or write-in.
LINKAGES: STRADCOM is working together with NACP, TACAIDS, and other partners to assure
messages are appropriate, support policies, and are linked to services. STRADCOM intends to work closely
with PMTCT partners including but not limited to EGPAF. They will play a key role on our design team to
identify areas needing communication support and developing core messages. As of July 2007, potential
radio partners include Abood FM, Morogoro; Clouds FM, Dar es Salaam and Region; Ebony FM, Iringa; Kili
FM, Kilimanjaro; Mbeya FM , Mbeya; Radio One, National; Radio Ukweli, Morogoro; RFA, Mwanza and
National; and RTD, National. This list is expected to grow to at least 12 stations by 2008. Finally
STRADCOM is also working in the program areas of AB, OP, Testing, home-based care and ARV
treatment, ensuring a consistent behavior change communications across the continuum of care.
CHECK BOXES: Local capacity development: STRADCOM will be training and mentoring radio station staff
to better produce programs on HIV and AIDS.
M&E: PSAs, drama pilots and selected diaries and documentary episodes will be pre-tested with focus
groups. Our design teams will review technical content. Selected magazine programs will be translated into
English for review. The existing PMP plan will be updated. STRADCOM's PMP calls for a mid-term
population-based evaluation in early 2008 to measure impact.
SUSTAINAIBLITY: STRADCOM's strategy is to work closely with partner radio stations to help improve
their existing programs on HIV/AIDS. Their involvement is co-production rather than paying for airtime. By
training and supporting their existing staff to produce high quality, informative and engaging programming
we will demonstrate that this will increase their listeners and in turn increase their revenue from advertising.
STRADCOM is also working with local production companies to improve their production, post-production
and behavior communication skills and capacity. This not only makes them more effective it also makes
them more competitive. STRADCOM has a cost share provision in its CA that encourages sustainability by
requiring radio stations to support our productions. In one of our first partnerships with RTD, their "in-kind"
contribution amounted to about half the cost of the radio series Twende na Wakati.
TITLE: STRADCOM Support of Be Faithful Campaign and Alcohol and HIV
NEED AND COMPARATIVE ADVANTAGE: An effective prevention campaign is the best way of avoiding
infections, and for treatment and care. There is a need for a more comprehensive and integrated approach
to the AB prevention program area. Target audiences need to hear consistent core messages from a variety
of sources including mass media, NGOs facilitating events, community leaders, religious leaders,
neighbors, friends, and family members. Three key partners in this program area, encouraged by USAID,
propose working more closely together at the programmatic level to improve coordination, evidence-based
programming, and impact. Two partners, AED and FHI, are mainly focused on community outreach.
STRADCOM is focused on radio programming. STRADCOM's contribution to AB prevention will be to
support and promote the other two partners' on-the-ground activities using, as appropriate, local and
national radio. STRADCOM's role will be to provide support by conveying core messages on the radio and
promoting our partners' outreach activities. In a 2002 survey, 81% of respondents claimed to have listened
to the radio within the past day. Thus, the popularity of radio will enable STRADCOM to reach out to millions
of Tanzanians with important messages regarding comprehensive services across the prevention-to-care
continuum.
flexible and mutually supportive manner. STRADCOM has already funded the production and broadcast of
a radio serial drama on Radio Tanzania Dar es Salaam (RTD). We have also produced and broadcast a
number of PSAs in support of AED's Sikia Kengele campaign.
ACTIVITIES: The Tushikamani (Respecting Ourselves) campaign is directed at getting people into VCT by
making it an issue of local and national pride. Tanzanians have demonstrated a deep national pride which
initial testing has shown can be tapped to create broader acceptance of HIV tests. The goal of the
campaign is to increase VCT by 125% in areas targeted with the message campaign.
The campaign uses a combination of radio, wrist bands, and message boards to re-enforce the message
tagline ‘Let's build the Nation' and the subtext ‘getting tested is good for our community'. Each radio spot
depicts a noted opinion-maker (the President, a local traditional healer, a sports star) explaining his/her
rational for getting tested and ends with one of the listeners in the crowd announcing that he or she will
follow this example as well, for the good of the country.
The radio campaign is augmented with billboard posters depicting two contrasting Tanzanians (a Masaai
warrior and a businessman, a Bongo rapper and a grandmother) with their hands clasped in solidarity and
their wrists adorned with a wrist band in the colors of the national flag. The bands are given out for free at
VCT centers and other AIDS-related facilities.
APPROACH: STRADCOM will create the radio spots and ensure that they remain faithful to the campaign
design. They will engage actors, script-writers, and production teams, and will identify and procure air time.
Emphasis will be put on getting corporate sponsorship for air-time either as a corporate social responsibility
donation or as sponsored advertising. They will also communicate with the creative team of Dan and Chip
Heath as the campaign progresses, sharing ideas, and making modifications as requested.
STRADCOM will develop core AB messages with AED and FHI. We will support the two prevention
partners with broadcasting of core messages and with the promotion of their community outreach. Specific
AB messages will promote: fidelity within marriage and serious relationships; partner reduction; abstinence;
delay in sexual debut; reduction in trans-generational sex (aimed at males); awareness in the population
about the link between alcohol use and HIV risk behaviors including sexual violence and sexual debut;
responsible alcohol use in settings where sexual decision-making will be made; and skills and motivation for
avoiding alcohol-related sexual risks. On their own, our radio messages will convey necessary information
to influence knowledge and attitudes in combination with complementary messages delivered at the
community outreach level by our partners; it becomes possible to influence the necessary corresponding
behavior change. The core messages and community outreach promotion will be conveyed through our
established radio programs: 1) Weekly magazine programs on AIDS on at least 12 stations/networks. We
will produce a minimum of 100 news stories on the AB core messages and campaign activities. There will
be an opportunity for campaign spokespersons to be guests on these programs and opportunity for listener
participation by phone, SMS, and letters. 2) A weekly 52-episode radio serial drama with two storylines
each focusing on a core message. 3) About 40 PSAs introducing and reinforcing core messages or
promoting partner community outreach events and interpersonal communication activities. These PSAs will
be inserted a minimum of 4,100 times on the most appropriate radio stations. On average this works out to
more than two inserts every day on five radio stations. The final media schedule will be based on target
production staff; working with key partners to review core messages, technical aspects, and national
produce the diaries and documentaries to be used on these existing magazine programs. The mix of radio
formats gives us flexibility with messaging with an emphasis on PSAs, which are more flexible and timely for
this type of activity.
LINKAGES: N/A
on how to better produce programs on HIV and AIDS.
M&E: PSAs, drama pilots, and selected diaries and documentary episodes will be pre-tested with focus
English for review. The existing Program Monitoring Plan (PMP) will be updated. STRADCOM's PMP calls
for a mid-term population-based evaluation in early 2008 to measure impact.
SUSTAINABILITY: STRADCOM's strategy is to work closely with partner radio stations to help improve
their existing programs on HIV/AIDS. Our involvement is co-production rather than paying for airtime.
TITLE: STRADCOM Support of Vaa Kondom and Alcohol and HIV Prevention Campaigns.
NEED and COMPARATIVE ADVANTAGE: An effective prevention campaign is the best way of avoiding
infections, treatment, and care. There is a need for a more comprehensive and integrated approach to the
condoms and other prevention program area. Target audiences should hear consistent core messages
from a variety of sources including mass media, NGOs facilitating events, community leaders, religious
leaders, neighbors, friends, and family members. PEPFAR and the National AIDS Control Programme
(NACP) are playing a critical role in ensuring coordination among partners involved in OP behavior
communication change activities. Three key partners in this program area, encouraged by USAID, propose
working more closely together at the programmatic level to improve coordination and impact. Collaboration
must occur to promoting consistent condom usage (AED and CCP) and mitigating the role of alcohol
misuse in HIV-related sexual risk-taking (AED, FHI and CCP). According to a variety of studies of alcohol
use in African settings, both the direct and indirect effects of alcohol misuse appear to be major contributors
to both the risk for infection with HIV and the transmission of HIV/AIDS at the individual and population
levels. The STRADCOM role will be to provide support by conveying core messages on radio and
promoting our partners' outreach activities.
ACCOMPLISHMENTS: During the first six months of the project, using pre-FY 2007 funding, STRADCOM
a radio serial drama on RTD in addition to producing and broadcasting a number of PSAs in support of AED
Vaa campaign. STRADCOM produced radio spots reinforcing the key messages of the campaign, in
addition to coordinating and paying for the placement of the radio spots to ensure that they supported
AED's community outreach activities along the southern and northern transportation corridors.
ACTIVITIES: In close collaboration with AED, STRADCOM will develop core OP messages. Partners will
support the ongoing campaign with broadcasting of core messages and with the promotion of AED's
outreach activities. For the alcohol component, objectives include raising awareness in the population
about the link between alcohol use and HIV risk behaviors including sexual violence, and sexual debut,
encourage responsible alcohol use in settings where sexual decision-making will be made, and provide
skills and motivation for avoiding alcohol-related sexual risks. STRADCOM will work with AED and FHI to
develop core messages and promote their outreach activities. The core messages and community
outreach promotion will be conveyed through weekly magazine programs on AIDS on at least 12
stations/networks. The typical format of these programs is a regular radio diary segment by a person living
with AIDS, a pre-recorded news story, a phone in session and an optional guest. A total of 100 of these
programs over 52 weeks will address core messages on condoms and alcohol. A weekly 52-episode radio
serial drama with two to three storylines on consistent condom use and on alcohol risk. In addition, about
40 public service announcements introducing and reinforcing core messages or promoting AED and FHI's
outreach activities will be circulated. These PSAs will be inserted a minimum of 4,100 times on the most
appropriate radio stations. This averages more than two inserts every day on five radio stations. The final
media schedule will be based on target audiences and radio listener demographics, number of exposures
estimates, geographic locations, and other STRADCOM radio programming. All these activities include:
training and mentoring radio station production staff; working with key partners to review core messages,
technical aspects and national protocols; broadcast; monitoring for correct content and technical quality;
and distribution of programs to other stations in our network of cooperating stations.
LINKAGES: STRADCOM is working together with the NACP, TACAIDS, and other partners to ensure
messages are appropriate, that they support policies, and are linked to services. We are working closely
with AED and FHI and will continue to seek out other partners. As of July 2007, STRADCOM's our potential
FM, Kilimanjaro; Mbeya FM, Mbeya; Radio One, National; Radio Ukweli, Morogoro; RFA, Mwanza and
National; and RTD, National. . We expect this list to grow to at least 12 stations by 2008. Finally,
STRADCOM is working in the program areas of AB, Palliative Care, Testing, Treatment, and PMTCT,
ensuring a consistent behavior change communication across the continuum of prevention and care.
CHECK BOXES: Local capacity development: STRADCOM will be training and mentoring radio station
staff on how to better produce programs on HIV and AIDS.
groups. Design teams will review technical content. Selected magazine programs will be translated into
their existing programs on HIV/AIDS prevention. STRADCOM's involvement is co-production rather than
paying for airtime. By training and supporting their existing staff to produce high quality, informative, and
engaging programming, this will increase their listeners and in turn increase their revenue from advertising.
STRADCOM also works with local production companies to improve their production, post-production, and
behavior communication skills and capacity. This not only makes them more effective, it also makes them
more competitive. Partners encourage sustainability by requiring radio stations to support productions. In
one of our first partnerships with RTD, their "in-kind" contribution, amounted to about half the cost of the
radio series Twende na Wakati.
TITLE: STRADCOM Promoting and Supporting Palliative Care
NEED and COMPARATIVE ADVANTAGE: Both facility-based and home-based care (HBC) is a critical
service for persons with HIV/AIDS (PLWHA) and is part of the continuum of prevention and care. However,
there are many misconceptions about palliative care, including the role of community-based and faith-based
organizations (CBOs/FBOs). STRADCOM is well positioned to convey appropriate information about
palliative care and the role of CBOs/FBOs. This will promote a greater understanding of palliative care,
easing some of the burden on USG partners working in this program area. The Center for Communication
Programs (CCP), the prime recipient for the STRADCOM project, has been implementing treatment
communication interventions since 2002.
a radio serial drama on Radio Tanzania Dar es Salaam (RTD). Two storylines address treatment
adherence and stigma. STRADCOM is also developing another radio serial drama for an urban audience.
STRADCOM has conducted several workshops with writers and radio producers, including one that focused
on their communication strategy. STRADCOM has produced and broadcast a number of public service
announcements (PSAs) on abstinence/faithfulness, other prevention, and promotion of counseling and
testing, which support USG partners' activities.
ACTIVITIES: STRADCOM will develop specific palliative care messages that will promote a greater
understanding of facility-based and home-based care and the role of patients, healthcare providers,
CBOs/FBOs, family members, and neighbors. STRADCOM will also address the stigma associated with
PLWHA. On their own, these messages will convey necessary information to influence knowledge and
attitudes but in combination with complementary messages delivered at the community outreach level, it
becomes possible to influence the necessary corresponding behavior change to seek care. These
messages will be conveyed through STRADCOM's established radio programs described below:
1. Weekly magazine programs on HIV/AIDS on at least 12 stations/networks. The typical format of these
programs include a regular radio diary segment by a person living with AIDS, a pre-recorded news story, a
phone in session, and an optional guest. A total of 220 of these programs over 52 weeks will present core
messages on palliative care. Most stations airing these programs are based in the community, giving the
stories and diaries greater relevance to listeners. Therefore, this program format will be given greater
emphasis for this program area.
2. A weekly 52-episode radio serial drama with one storyline on HBC.
3. Approximately five PSAs that promote facility-based care and treatment services inserted a minimum of
500 times on the most appropriate radio stations. The final media schedule will be based on target
other STRADCOM radio programs.
These activities include training and mentoring of radio station production staff; working with key partners to
review core messages, technical aspects, national protocols, broadcast, monitoring for content and
technical quality, and distribution of programs to other cooperating stations. STRADCOM has developed
working relationships with various radio stations including all the national stations and some local stations.
Each of these stations has already broadcast programs on HIV/AIDS, which will be strengthened with
training and equipment. STRADCOM will co-produce the diaries and documentaries to be used on these
existing magazine programs. Each of the pre-recorded segments average five minutes, allowing them to be
easily integrated into existing programs. The pre-recorded regular weekly segments will act as catalysts for
participation by studio guests or listeners who offer their perspective through phone, mail, or SMS
communication.
LINKAGES: STRADCOM collaborates with the National AIDS Control Programme (NACP), Tanzanian
AIDS Commission (TACAIDS), and USG-funded implementing partners to ensure messages are
appropriate, support policies, and are linked to services. STRADCOM intends to work closely with home-
based care partners including Family Health International and Pathfinder International. They will play a key
role on the design team to identify areas needing communication support and developing core messages.
As of July 2007, potential radio partners include Abood FM, Morogoro; Clouds FM, Dar es Salaam and
region; Ebony FM, Iringa; Kili FM, Kilimanjaro; Mbeya FM , Mbeya; Radio One, National; Radio Ukweli,
Morogoro; RFA, Mwanza and National; and RTD, National. Radio partners are expected to expand to at
least 12 stations by 2008. Finally, STRADCOM is working in the program areas of abstinence, faithfulness
and other prevention, testing, ARV treatment, and PMTCT ensuring a consistent behavior change
communications across the continuum of care.
CHECK BOXES: Local capacity development: STRADCOM will train and mentor radio station staff to
produce high-quality programs on HBC and HIV/AIDS.
M&E: PSAs, drama pilots, selected diaries, and documentary episodes will be pre-tested with focus groups.
Technical content will be reviewed by STRADCOM's design team. Selected magazine programs will be
translated into English for review. The Performance Monitoring Plan will be updated and will include a mid-
term population-based evaluation to measure impact.
their existing programs on HIV/AIDS. STRADCOM's involvement is co-production rather than paying for
airtime. Through training and support of their staff to produce high quality, informative, and engaging
programming, STRADCOM will demonstrate that this will increase listeners and in turn increase station's
revenue from advertising in order to ensure long-term sustainability. STRADCOM also collaborates with
local production companies to improve their production, post-production, and behavior communication skills
and capacity. As a result, these companies will be more effective and more competitive. STRADCOM has
a cost-share provision in its cooperative agreement that encourages sustainability by requiring radio
stations to support our productions. For example, in one of our first partnerships with RTD, their "in-kind"
contribution amounted to about half the cost of the radio series "Twende na Wakati" (Kiswahili for "Let's
Activity Narrative: change with the time").
TITLE: STRADCOM Promoting HIV Counseling and Testing
NEED and COMPARATIVE ADVANTAGE: HIV Counseling and Testing (HCT) is the entry point for
treatment and care. It is also a key entry point for prevention of further infection. However, most Tanzanians
are reluctant to be tested even when this service is readily available. The main reasons are general
reluctance due to fear, the fear of stigma and the belief that there is no treatment. This is especially true for
men. Another disturbing trend is that people delay testing until they start having serious hard to ignore
symptoms. This leads to delay in treatment and a worse prognosis. Finally, late testing leads to possible
infections of others. The JHU Center for Communication Programs (CCP) the prime for the STRADCOM
project has been implementing treatment communication interventions since 2002, beginning with President
Bush's International Mother and Child HIV Prevention Initiative. CCP in Malawi used radio diaries of
PLWHAs to talk openly about their situations. Evaluation results indicate a strong positive association with
two measures of stigma reduction: the extent to which people believe that PLWHAs are similar to
themselves and the extent to which they perceive that it is easier to talk about PLWHAs in the community.
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.
a radio serial drama on RadioTanzania. Two of the storylines deal with treatment adherence and with
We have also produced and broadcast a number of Public Service Announcements (PSAs) in support of
our partners' activities including the MOHSW NACP National VCT Campaign under the sponsorship of the
President of Tanzania. STRADCOM played an active role in supporting this campaign.
ACTIVITIES:
TUSHIKAMANI Campaign Description:
The Tushikamani (Respecting Ourselves) campaign is directed at getting people into VCT by making it an
issue of local and national pride. Tanzanians have demonstrated a deep national pride which initially
testing has shown can be tapped to create broader acceptance of HIV tests. The goal of the campaign is to
increase VCT by 125% in areas targeted with the message campaign.
follow this example as well - for the good of the country.
VCT centers and other AIDS-related facilities. STRADCOM will provide primary support for the
Tushikamani campaign by directing and implementing the poster photo campaign. Initially, STRADCOM
will concentrate in three selected regions and will purchase billboard space along major highways and
urban intersections. At least 12 such Tushikamani billboards will be put in place within the first six months
of the campaign. The poster campaign will support and augment the radio spots and there will be close and
on-going collaboration between the radio and illustration teams.
STRADCOM will also be responsible for measuring campaign effectiveness, by use the VCT counts from
the Angaza sites as a base and measuring monthly increases against the baseline throughout the
campaign.
STRADCOM will support campaign extension by working with the private sector (cell phone companies,
Shelly Pharmaceuticals, etc.) to leverage their distribution networks for poster and billboard dissemination.
Emphasis will be placed on getting corporate sponsorship in the form of Corporate Social Responsibiltiy
(CRS) or Public Private Partnership (PPP).
STRADCOM will create the radio spots and ensure that they remain faithful to the campaign design. They
will engage actors, script-writers, and production teams and will identify and procure air time. Emphasis will
be put on getting corporate sponsorship for air-time either as Corporate Social Responsibility donation or as
sponsored advertising. They will also communicate with the creative team of Dan and Chip Heath as the
campaign progresses, sharing ideas and making modifications as requested.
their existing programs on HIV/AIDS. Our involvement is co-production rather than paying for airtime. By
training and supporting their existing staff to produce high quality, informative, and engaging programming
they will demonstrate that this will increase listeners and in turn increase revenue from advertising.
them more competitive. STRADCOM has a cost share provision in its Cooperative Agreement that
encourages sustainability by requiring radio stations to support their productions. In one of their first
partnerships with RTD, their "in-kind" contribution amounted to about half the cost of the radio series
Twende na Wakati.
TITLE: STRADCOM Support of Treatment Literacy and Promotion
NEED and COMPARATIVE ADVANTAGE:
For the most part treatment staff are constantly dealing with clients who often have little or no understanding
of care and ART treatment. This causes an undue time burden on treatment providers and counselors who
must constantly repeat basic information. Many Tanzanians are also unaware that treatment services are
available for HIV positives, the location of service providers or understand the continuum of care.
STRADCOM is positioned to convey appropriate information to potential clients lessening this interpersonal
communication and counseling burden on treatment staff. At the same time STRADCOM will also help
promote services. CCP the prime for the STRADCOM project has been implementing treatment
HIV Prevention Initiative and continuing with ART roll-outs in a number of African countries.
ACCOMPLISHMENTS:
During the first six months of the project, using FY 07 funding, STRADCOM has started developing a range
of programming vehicles that can be used to convey core messages in a flexible and mutually supporting
manner. STRADCOM has already funded the production and broadcast of a radio serial drama on RTD.
Two of the storylines deal with treatment adherence and with stigma. STRADCOM is also developing
another radio serial drama for a more urban audience.
We have conducted three workshops: one on our communication strategy, one with scriptwriters and
producers for the two radio serial dramas and another for radio producers of the radio diaries. We have also
produced and broadcast a number of PSAs in support of our partners' activities.
STRADCOM will develop specific ART 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. On their own, these messages will convey necessary
information to influence knowledge and attitudes - in combination with complementary messages delivered
at the treatment centers, it becomes possible to influence the necessary corresponding behavior change.
These messages will be conveyed through our established radio programs:
1) Weekly magazine programs on AIDS on at least 12 stations/networks. The typical format of these
programs is a regular radio diary segment by a person living with AIDS, a pre-recorded news story, a phone
in session and an optional guest. A total of 164 of these programs over 52 weeks will address treatment
core messages. $164,000.
2) A weekly 52-episode radio serial drama with one storyline on treatment literacy - $310,000 - of which
$200,000 will be used for a Femina magazine complimentary cartoon insert.
3) Approximately 18 public service announcements that promote treatment services inserted a minimum of
1,800 times on the most appropriate radio stations. On average this works out to one insert every day on
five radio stations. The final media schedule will be based on target audiences and radio listener
demographics, number of exposures estimates, geographic locations, and other STRADCOM radio
programs. $216,000.
All these activities include training and mentoring radio station production staff; working with key partners to
review core messages, technical aspects and national protocols; broadcast; monitoring for correct content
and technical quality; and distribution of programs to other stations in our network of cooperating stations.
STRADCOM has developed working relations with various radio stations including all the national stations
and a few local stations. Each of these stations already has a program on AIDS, which we plan to
strengthen with training and equipment. We will co-produce the diaries and documentaries to be used on
these existing magazine programs. Each of these pre-recorded segments averages 5 minutes, allowing
them to be easily integrated into these existing programs. These pre-recorded regular weekly segments will
act as catalysts for participation by studio guests, persons phoning in or sending SMS messages or write-in.
LINKAGES:
STRADCOM is working together with NACP, TACAIDS, and other partners to assure messages are
appropriate, support policies, and are linked to services. STRADCOM has developed links with treatment
partners including ICAP and FHI to identify areas needing communication support and developing core
messages. As of July 2007 our potential radio partners include Abood FM, Morogoro; Clouds FM, Dar es
Salaam and Region; Ebony FM, Iringa; Kili FM, Kilimanjaro; Mbeya FM, Mbeya; Radio One, National; Radio
Ukweli, Morogoro; RFA, Mwanza and National; and RTD, National. We expect this list to grow to at least 12
stations by 2008. Finally STRADCOM is working in the program areas of AB, OP, Palliative Care, Testing
and PMTCT, to ensure a consistent behavior change communication across the continuum of care.
CHECK BOXES:
Human capacity development: task shifting. By increasing treatment literacy of clients health staff to will
spend less time on counseling or dealing with client concerns. This will free them for other tasks or to deal
with more clients. Local capacity development: STRADCOM will be training and mentoring radio station
staff to better produce programs on HIV and AIDS.
M&E:
PSAs, drama pilots and selected diaries and documentary episodes will be pre-tested with focus groups.
Our design teams will review technical content. Selected magazine programs will be translated into English
for review. The existing PMP plan will be updated. STRADCOM's PMP calls for a mid-term population-
based evaluation in early 2008 to measure impact.
SUSTAINAIBLITY:
STRADCOM's strategy is to work closely with partner radio stations to help improve their existing programs
on HIV/AIDS. Our involvement is co-production rather than paying for airtime. By training and supporting
their existing staff to produce high quality, informative and engaging programming we will demonstrate that
Activity Narrative: this will increase their listeners and in turn increase their revenue from advertising. We are also working with
local production companies to improve their production, post-production and behavior communication skills
and capacity. This not only makes them more effective it also makes them more competitive. STRADCOM
has a cost share provision in its CA that encourages sustainability by requiring radio stations to support our
productions. In one of our first partnerships with RTD, their "in-kind" contribution, amounted to about half the
cost of the radio series Twende na Wakati.
