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
THIS IS AN ONGOING ACTIVITY FROM FY 2008. ACTIVITIES LISTED HAVE BEEN INITIATED AND
WILL PROCEED DURING FY 2009 AS IN THE PREVIOUS YEAR. ACCOMPLISHMENTS WILL BE
REPORTED IN THE FY 2008 APR. PLEASE NOTE THAT THE ACTIVITY NARRATIVE REMAINS
UNCHANGED FROM FY 2008.
The funding for this activity has changed from 200,000 to 150,000.
*END ACTIVITY MODIFICATION*
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.
New/Continuing Activity: Continuing Activity
Continuing Activity: 17868
Continued Associated Activity Information
Activity Activity ID USG Agency Prime Partner Mechanism Mechanism ID Mechanism Planned Funds
System ID System ID
17868 17868.08 U.S. Agency for Johns Hopkins 7569 7569.08 STRADCOM $200,000
International University
Development
Emphasis Areas
Gender
* Addressing male norms and behaviors
* Increasing gender equity in HIV/AIDS programs
Health-related Wraparound Programs
* Child Survival Activities
* Family Planning
* Malaria (PMI)
* Safe Motherhood
Human Capacity Development
Estimated amount of funding that is planned for Human Capacity Development $10,000
Public Health Evaluation
Food and Nutrition: Policy, Tools, and Service Delivery
Food and Nutrition: Commodities
Economic Strengthening
Education
Estimated amount of funding that is planned for Education $100,000
Water
Table 3.3.01:
ACTIVITY HAS BEEN MODIFIED IN THE FOLLOWING WAYS:
TITLE: STRADCOM AB Communication Support
PEPFAR/Tanzania is promoting a more comprehensive and integrated approach to the prevention portfolio.
Key partners are working closely together at the programmatic level to improve coordination, evidence-
based programming, and impact. The majority of USG prevention partners are primarily focused on
interpersonal communication and community outreach, while STRADCOM is focused on radio
programming. So in effect, STRADCOM is responsible for the "air war" and the other partners for the
"ground war." STRADCOM supports and promotes the other partners' on-the-ground activities using their
network of local and national radio stations. In a 2007 survey, 75% of respondents claimed to have listened
to the radio within the past day; the popularity of radio enables STRADCOM to reach millions of Tanzanians
with important AB messaging. In line with the USG Prevention Program Area Context, STRADCOM will
focus prevention messaging on key risk behaviors, including multiple concurrent partnerships and cross-
generational and transactional sex.
During the first 18 months of the project, STRADCOM developed programming to support the full range of
PEFAR activities in a flexible and mutually supporting manner. STRADCOM developed a radio serial
drama, Wahapahapa ("The People from Right Here"), with various HIV/AIDS story lines, broadcast once a
week on a national network. The programs are re-broadcast on nine local stations in high-prevalence
regions. STRADCOM supports15 radio stations to produce weekly magazine-format radio programs on
HIV/AIDS and has designed, produced, tested and broadcast a range of public service announcements
(PSAs) supporting AB activities. 17 PSAs have been developed and produced, which have run 1,620 times
on 15 national and local radio stations. STRADCOM has collaborated with AED/T-MARC and FHI/Ujana on
Safe Passages (for high-risk youth) and a related Alcohol and HIV Initiative. STRADCOM has also
developed and tested a highly successful new campaign on cross-generational sex, called Fataki.
STRADCOM will continue to develop specific AB messages that focus on positive behavior change, aiming
for more complex messaging around partner reduction. Continuing programs will include: 1) Weekly
magazine programs on HIV/AIDS on at least 15 stations/networks. 2) A weekly 52-episode radio serial
drama with one major storyline on being faithful. The Wahapahapa storylines include a subplot that models
behavior change for abstinence and open communication between mothers and daughters. The format of a
long drama series allows us to deal with these themes in a complex, subtle and realistic manner.
STRADCOM will expand listenership from radio broadcasts by using other distribution channels such as
distributing program tapes to commuter and long-distance buses. 3) Design, produce and broadcast PSAs
supporting partners' "on the ground" activities and the continuation/ expansion of the Fataki campaign
(depending on monitoring data, its AB messaging will be reinforced or expanded).
STRADCOM will continue working closely with partners, who assist in identifying areas needing
communication support and in developing core messages. One example is planned collaboration with
CHAMPION to ensure radio coverage of Fataki in areas where CHAMPION is working; develop Fataki
materials for CHAMPION to use in community outreach; and potentially introduce a positive role model (a
Champion) in the STRADCOM Wahapahapa drama. All other activities listed in COP 2008 have been
initiated and will proceed as in the previous year.
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.
Activity Narrative: 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
already has a program on AIDS, which we plan to strengthen with training and equipment. We will
coproduce 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.
Continuing Activity: 13400
13400 3452.08 U.S. Agency for Johns Hopkins 7569 7569.08 STRADCOM $950,000
7810 3452.07 U.S. Agency for Johns Hopkins 4585 4023.07 STRADCOM $860,000
3452 3452.06 U.S. Agency for Johns Hopkins 8688 8688.06 STRADCOM $150,000
Table 3.3.02:
ACTIVITY HAS BEEN MODIFIED IN THE FOLLOWING WAYS
PEPFAR/Tanzania is promoting a more comprehensive and integrated approach to the prevention portfolio,
as target audiences need to hear consistent core messages from a variety of sources. Key partners are
working closely together at the programmatic level to improve coordination, evidence-based programming,
and impact. The majority of USG prevention partners are primarily focused on interpersonal communication
and community outreach, while STRADCOM is focused on radio programming. So in effect, STRADCOM
is responsible for the "air war" and the other partners for the "ground war." STRADCOM supports and
promotes the other partners' on-the-ground activities using their network of local and national radio stations.
In a 2007 survey, 75% of respondents claimed to have listened to the radio within the past day. Thus, the
popularity of radio enables STRADCOM to reach millions of Tanzanians with important OP messaging. In
line with the USG Prevention Program Area Context, STRADCOM promotes consistent condom usage and
focuses on mitigating the role of alcohol misuse in HIV-related sexual risk-taking.
During the first 18 months of the project, STRADCOM developed programming vehicles to convey core
messages supporting the range of PEFAR activities in a flexible and mutually supporting manner.
STRADCOM developed a radio serial drama, Wahapahapa ("The People from Right Here"), with various
HIV/AIDS story lines, broadcast once a week on a national network (and re-broadcast on 9 local stations in
high-prevalence regions). OP storylines focused on high-risk behaviors (in bar settings) and the
importance of condom use in such settings. STRADCOM supports 15 radio stations to produce weekly
magazine-format radio programs on HIV/AIDS. STRADCOM has also designed, produced, tested and
broadcast a range of radio public service announcements (PSAs) supporting OP activities. 3 PSAs have
been developed and produced for AED, which have run 200 times on 9 national and local radio stations.
STRADCOM has collaborated with AED/T-MARC and FHI/Ujana on Safe Passages (for high-risk youth)
and a related Alcohol and HIV Initiative.
STRADCOM will continue to develop specific OP messages that promote a greater understanding of
consistent and proper condom usage. Continuing programs include: 1) Weekly magazine programs on
HIV/AIDS on at least 15 stations/networks. 2) A weekly 52-episode radio serial drama with one storyline on
OP, focusing on the need for correct and consistent condom use by those engaged in high risk activities,
and complementing an AB story line. The Wahapahapa storylines includes a subplot that models behavior
change for consistent and correct condom use. Many of the story's characters are members of a band,
which provides opportunities to model correct behavior. The format of a long drama series allows us to deal
with this theme in a complex, subtle and realistic manner. STRADCOM will expand listenership from radio
broadcasts by using other distribution channels such as distributing program tapes to commuter and long-
distance buses. 3) Design, produce and broadcast PSAs supporting partners' "on the ground" OP activities.
communication support and in developing core messages. All other activities listed in COP 2008 have been
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
Activity Narrative: 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.
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
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.
Continuing Activity: 17008
17008 17008.08 U.S. Agency for Johns Hopkins 7569 7569.08 STRADCOM $400,000
Table 3.3.03:
ACCOMPLISHMENTS: During the first 18 months of the project, STRADCOM has started developing a
range of programming vehicles that can be used to convey core messages supporting the range of
PEPFAR activities in a flexible and mutually supporting manner. STRADCOM has developed a radio serial
drama (RSD) with various story lines that include one on HBC. The 30-minute RSD, Wahapahapa ("The
People from Right Here") is broadcast once a week on a national network. The programs are re-broadcast
on nine local stations located in high prevalence regions of the country. STRADCOM also supports 15
radio stations' production of weekly magazine-format radio programs on HIV and AIDS.
ACTIVITIES: STRADCOM is commissioning and producing songs by well-known musicians that promote
the care of people living with AIDS. STRACOM is also producing local radio health programs that promote
and describe local services and the work of volunteers. The program will continue to work closely with
home-based care and support partners to develop further high priority messages. STRADCOM will produce
and distribute weekly magazine programs on AIDS on at least 15 stations/networks. The typical format of
these programs is two regular radio diary segments by persons living with AIDS (a women and a man), a
pre-recorded news story, a phone-in session and an optional guest. STRADCOM will also support the
production of 780 of these weekly programs over 52 weeks; it is planned that 20% of the topics be related to
issues related to care and support of people living with HIV/AIDS. STRADCOM will also commission a
song on an issue related to care and support, e.g., adherence, disclosure, prevention for positives, etc.
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 number of local stations in strategic locations.
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
Activity Narrative: 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
homebased 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
midterm 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 change with the
time").
Continuing Activity: 17015
17015 17015.08 U.S. Agency for Johns Hopkins 7569 7569.08 STRADCOM $300,000
Table 3.3.08:
ACTIVITY UNCHANGED FROM FY 2008.
TITLE: STRADCOM Support of Treatment Literacy
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. Care and
Treatment Clinic waiting rooms are an ideal place to provide clients with information not only on treatment
literacy but other useful programming on HIV and AIDS. STRADCOM is well positioned to convey
appropriate information to potential clients lessening this interpersonal communication and counseling
burden on treatment staff. STRADCOM has a well-established network of radio stations and well-promoted
and popular radio programs. The Johns Hopkins School of Public Health 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 and continuing with ART roll-outs in a number of African countries. In a 2007 survey, 75% 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.
range of programming vehicles that can be used to convey core messages supporting the range of PEFAR
activities in a flexible and mutually supporting manner. STRADCOM has developed a radio serial drama
(RSD) with various story lines that include one on treatment literacy. The 30-minute RSD, Wahapahapa
("The People from Right Here") is broadcast once a week on a national network. The programs are re-
broadcast on 9 local stations located in high prevalence regions of the country. STRADCOM also support
15 radio stations' production of weekly magazine-format radio programs on HIV and AIDS.
ACTIVITIES: STRADCOM will continue to work closely with treatment partners to further develop high
priority messages. STRADCOM will produce and distribute the following programming:
1) Weekly magazine programs on AIDS on at least 15 stations/networks. The typical format of these
programs is two regular radio diary segments by persons living with AIDS (a women and a man), a pre-
recorded news story, a phone-in session and an optional guest. We will support the production of 780 of
these weekly programs over 52 weeks. STRADCOM plans for 20% of the topics to be on treatment literacy.
2) A weekly 52-episode radio serial drama, Wahapahapa, with one major storyline on treatment literacy.
STRADCOM will be expanding listenership from radio broadcasts by using other distribution channels such
as tapes of the program distributed to commuter and long-distance buses. The Wahapahapa storylines
includes a subplot that models behavior change for treatment adherence, disclosure and dealing with
stigma. The story follows the main character of the drama through treatment as he deals with these
themes. The format of a long drama series facilitates dealing with these themes in a complex, subtle, and
realistic manner.
messages are appropriate, support policies, and are linked to services. STRADCOM is working with all
PEPFAR treatment partners. Finally, STRADCOM is also 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.
groups. The design teams will review technical content. Selected magazine programs will be translated
into English for review. STRADCOM is tracking exposure and impact of our programming through periodic
surveys conducted by the Steadman Group.
SUSTAINAIBLITY: STRADCOM is working closely with partner radio stations to help improve their existing
programs on HIV/AIDS. The 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. 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.
Continuing Activity: 13403
13403 5567.08 U.S. Agency for Johns Hopkins 7569 7569.08 STRADCOM $700,000
7812 5567.07 U.S. Agency for Johns Hopkins 4585 4023.07 STRADCOM $500,000
5567 5567.06 U.S. Agency for Johns Hopkins 8688 8688.06 STRADCOM $600,000
Table 3.3.09:
PLEASE NOTE THAT THE ACTIVITY NARRATIVE REMAINS UNCHANGED FROM FY 2008.
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
stigma. STRADCOM is also developing another radio serial drama for a more urban audience. 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.
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. 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 Responsibility
(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.
Continuing Activity: 13402
13402 4931.08 U.S. Agency for Johns Hopkins 7569 7569.08 STRADCOM $380,000
8917 4931.07 U.S. Agency for Johns Hopkins 4585 4023.07 STRADCOM $380,000
4931 4931.06 U.S. Agency for Johns Hopkins 8688 8688.06 STRADCOM $200,000
Table 3.3.14:
ACTIVITY HAS BEEN REVISED SIGNIFICANTLY FROM FY2008COP
TITLE: STRADCOM Working with MTV's Staying Alive
NEED and COMPARATIVE ADVANTAGE: MTV is the world's largest television network and the leading
multimedia brand for youth, promoting local cultural tastes with a mixture of national, regional and
international artists along with locally produced and globally shared programming. Staying Alive began in
1998 as a one off award winning documentary, of the same name. It will now be paired with STRADCOM's
current initiatives to compliment and extend the radio programming with a video broadcast element.
MTV/Staying Alive has the capacity to provide high quality HIV prevention education to a mass audience
through the use of youth leaders and HIV/AIDS champions. Staying Alive currently reaches 64% of the
world's TV households, and 90% of the top 50 AIDS impacted countries. Staying Alive's distribution reach
extends to all but thirteen countries in the world.
(RSD) with various story lines. The 30-minute RSD, Wahapahapa ("The People from Right Here") is
broadcast once a week on a national network. The programs are re-broadcast on nine local stations
located in high prevalence regions of the country. STRADCOM also supports 15 radio stations' production
of weekly magazine-format radio programs on HIV/AIDS.
Since 2002, Staying Alive has expanded into an ongoing global multi-media campaign that provides youth
targeted information about HIV/AIDS using a wide range of interventions that include programming,
advocacy, and grant-making. Staying Alive is now the world's leading media response to HIV/AIDS,
developing widely recognized cuttingedge products as part of its comprehensive approach.
ACTIVITIES: STRADCOM will work closely with Staying Alive and related OHSS partners to further
develop high priority messages through the use of youth leaders and HIV/AIDS champions whose capacity
to communicate and disseminate messages will be strengthened. They will do this by:
1) Developing new internationally relevant program content for urban youth at scale. Staying Alive plans to
scale up its existing campaign and to develop new program content that addresses universal themes for
HIV prevention. Building on its track record of producing creative, entertaining, youth relevant multiplatform
content Staying Alive will produce a range of programs that have global appeal and tackle themes and
issues that are relevant to young people across all regions. As part of these programs, STRADCOM and
Staying Alive will identify youth leaders and other high profile personalities that appeal to youth, develop
their capacity for delivering HIV/AIDS messages, and disseminate their messages as advocates in the fight
against HIV/AIDS. These programs will be aired at no cost by MTV's 56 channels and will be distributed
rights and cost free to Staying Alive's global media partners for broadcast in all regions. This means that
new programming will be distributed to at least fifty additional broadcasters which annually air Staying Alive
programming.
2) Producing regionally/country specific television and radio programming and website content. The 2005
evaluation of the Staying Alive campaign confirmed that the global campaign had positively impacted
interpersonal communication and social norms. The evaluation also suggested that adapting a global
campaign to local cultures could expand its appeal as more young people would feel able to relate to the
program content. Staying Alive will, therefore, develop regionally targeted programs and formats for radio
and television that can be freely used and/or adapted and extended by broadcasters across the region.
Program content and messaging will be developed in collaboration with Staying Alive's programming
partners and youth partner groups in Tanzania. A regional flavor will be given to the campaign's central HIV
prevention themes, which include gender inequalities, machismo, and gender based violence. The results of
focus group discussions and listening groups will inform the process ensuring that content relates to local
priorities and that the audience is responding positively to the messages.
Staying Alive will work closely with STRADCOM and MTV's in-house creative teams to develop and pilot
test the regionally targeted programs and pubic service announcements (PSAs) in Tanzania. These
regional programs and PSAs will be aired regularly and often on MTV Base Africa at no cost - with MTV
contributing free air time. As with the global programs, they will also be distributed rights and cost free to
Staying Alive's global, regional and national media partners to reach the widest possible audience.
All these activities include training and mentoring station production staff; working with key partners to
messages are appropriate, support policies, and are linked to services.
M&E: Reception analysis will be used to better understand how young men and women are responding to
the messages they receive through Staying Alive's interventions. Reception analysis is based on the
premise that an audience is not a group of passive recipients of media messages; rather it considers the
audience to be actively involved in interpreting and adapting messages received through the media. Active
Audience Theory purports that no text has one meaning: the meaning has to be decoded by the receiver.
The key issue in reception analysis, therefore, is to understand what the audience does with the media
messages.
Activity Narrative: demonstrate that this will increase listeners and in turn increase revenue from advertising. STRADCOM is
Continuing Activity: 19152
19152 19152.08 Department of US Department of 8067 8067.08 Grants $100,000
State / African State
Affairs
Table 3.3.18:
