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
ACTIVITY UNCHANGED FROM COP 2008:
1. LIST OF RELATED ACTIVITIES
This activity relates to activities implemented by APHIA II HCM in Abstinence and Being Faithful, Condoms
and Other Prevention, Blood Safety, and Counseling and Testing.
2. ACTIVITY DESCRIPTION
Health Communication and Marketing (HCM) is an integrated project, focused primarily (at least 75%) on
HIV/AIDS prevention care and treatment in support of other PEPFAR activities in Kenya. The purpose of
HCM is to improve health outcomes through increased prevention and other healthy behaviors. This will be
done through marketing and communications activities within the health sector. This activity will also build
the sustainability of local organizations to do this work. The objectives of this activity in HIV/AIDS are to: 1)
Improve the preventive behaviors of Kenyans related to HIV/AIDS, in particular increasing the percent of
men and women aged 15-24 abstaining from sex, promoting fidelity, partner reduction, the correct and
consistent use of condoms in high-risk sexual encounters, and the percent of men and women going for
VCT and receiving their test results (the "ABC" approach). 2) Improve service utilization rates for voluntary
counseling and testing (VCT), and prevention of mother to child transmission (PMTCT) of HIV. This includes
increasing the percentage of pregnant women who access PMTCT services including VCT and increasing
the number of Kenyans who use VCT services and receive their test results. 3) Build the capacity of local
institution(s) in Kenya's commercial, non-governmental, and/or faith-based sectors by working in
collaboration with them to develop and manage a cost-effective marketing, sales, and distribution network
that improves availability and access by key populations to products related to HIV/AIDS; develop and
manage a communications initiative to increase knowledge and change behavior of Kenyans with respect to
HIV/AIDS including interpersonal communication; and develop the management and technical capacity of
these organizations to manage and implement social marketing and communications programs. This
program will not issue sub awards but will pay suppliers of goods and services directly.
3. CONTRIBUTIONS TO OVERALL PROGRAM AREA
In FY 2009, in PMCT, this partner will develop and disseminate communication messages/materials on
prevention of mother to child activities promoting testing of pregnant women in order to protect the unborn
child from HIV infection. This activity will also target People Living with HIV/AIDS (PLWHAs) and especially
HIV positive couples planning to have a baby. It is anticipated to promote counseling and testing services
and generate demand for PMCT services for both voluntary and provider initiated testing. They will reach
over 6 million people through mass media.
4. LINKS TO OTHER ACTIVITIES
This activity relates to activities in Abstinence and Being Faithful (APHIA II HCM), Other Prevention (APHIA
II HCM), Blood Safety (APHIA II HCM) and Counseling and Testing (APHIA II HCM) through promotion of
networking, referrals and linkages. The Health Communications and Marketing project is a national level
activity that will enforce messages through mass media and interpersonal communication developed in
collaboration with MOH/NASCOP PMCT committee at the national level and projects working at the
regional level. Both NASCOP and these provincial projects will "feed into" the development of population-
specific messages which will strengthen interventions implemented on the ground.
5. POPULATIONS BEING TARGETED
PMTCT messages will primarily focus on adults both male and female, public and private health providers
and NGOs and faith-based programs as well as policy makers.
6. KEY LEGISLATIVE ISSUES ADDRESSED
Messages developed will address gender norms and behavior, increased male involvement in matters
considering the preservation of the family unit, and reduction of stigma and discrimination.
7. EMPHASIS AREAS
HCM is primarily a communications activity focusing on the development of information, education and
communication. However, they will also mobilize communities through interpersonal communication and
make linkages with other sectors for message development.
New/Continuing Activity: Continuing Activity
Continuing Activity: 14979
Continued Associated Activity Information
Activity Activity ID USG Agency Prime Partner Mechanism Mechanism ID Mechanism Planned Funds
System ID System ID
14979 4994.08 U.S. Agency for Population 6994 3588.08 APHIA II - $200,000
International Services Health
Development International Communication
& Marketing
7050 4994.07 U.S. Agency for Population 4289 3588.07 APHIA II - $200,000
4994 4994.06 U.S. Agency for Population 3588 3588.06 APHIA II Health $200,000
International Services Communication
Development International and Marketing
Table 3.3.01:
ACTIVITY HAS BEEN MODIFIED IN THE FOLLOWING WAYS FROM COP 2008:
+ This activity will incorporate $200,000 for HIV Free Generation activities targeting youth.
COP 2008
The only changes to the program since approval in the 2007 COP are:
• $200,000 of this activity supports the healthy youth initiative and is programmed with funds from the $7
million FY 08 plus up;
• Expand the youth interpersonal program in schools and promote a new youth campaign that addresses
abstinence and behavior change.
This activity relates to activities in Other Prevention (#8930), (#8932), (#8874), (#9040), (#8937), (#8927),
(#8942), Counseling and Testing (#8760), (#8776), (#8777), (#8778), (#8781), (#8782), (#8976), Prevention
of Mother-to-Child Transmission (#8729), (#8733), (#8734), (#8738), (#8752),(#8764), (#7087), HIV/AIDS
Treatment: ARV Services (#8765), (#8774), (#8792), (#8797), (#8805), (#8813), (#8826), (#6899) and
HIV/AIDS Treatment: ARV Drugs (#6997).
In 2009 HCM will develop at least two mass media campaigns and develop interpersonal communication
programs in schools that will reach 100,000 youth. APHIA II Health Communication and Marketing (HCM) is
an integrated project, focused primarily (at least 75%) on HIV/AIDS prevention, care and treatment in
support of other PEPFAR activities in Kenya. The purpose of the HCM award is to improve healthy
outcomes through increased prevention and other healthy behaviors. This will be done through marketing
and communications activities within the health sector. This activity will also build the sustainability of local
organizations to do this work. Through a Public-Private Partnership $200,000 will support the development
of a nationwide follow-on to the highly successful PEPFAR-funded "Nime Chill" youth abstinence campaign.
Discussion is underway to partner with the Coca Cola Foundation for this project, where Coca Cola would
contribute marketing expertise and its access to trucks, kiosks, and other physical structures to display the
abstinence message. The objectives of this activity in HIV/AIDS are to 1) improve the preventive behaviors
of Kenyans related to HIV/AIDS, in particular increasing the percent of men and women aged 15-24
abstaining from sex, promoting fidelity, partner reduction, the correct and consistent use of condoms in high
-risk sexual encounters, and the percentage of men and women going for VCT and receiving their test
results (the "ABC" approach); 2) improve service utilization rates for voluntary counseling and testing (VCT),
and prevention of mother to child transmission (PMTCT) of HIV. This includes increasing the percentage of
pregnant women who access PMTCT services including VCT and increasing the number of Kenyans who
use VCT services and receive their test results; 3) build the capacity of local institution(s) in Kenya's
commercial, non-governmental, and/or faith-based sectors by working in collaboration with them to develop
and manage a cost-effective marketing, sales and distribution network that improves availability and access
by key populations to products related to HIV/AIDS; 4) develop and manage a communications initiative to
increase knowledge and change behavior of Kenyans with respect to HIV/AIDS including interpersonal
communication; and 5) develop the management and technical capacity of these organizations to manage
and implement social marketing and communications programs.
In 2009, in AB, this partner will develop and disseminate communication messages/materials on abstinence
for youth and build on programs in the education sector targeting in-school youth. It will also promote
messages on secondary virginity and the importance of faithfulness within marriage. This activity will
generate demand for information about abstinence and being faithful, which will be followed up with
interpersonal communication activities.
The Health Communications and Marketing project is a national level activity that will enforce messages
through mass media communication developed in collaboration with projects working at the regional level.
These projects will "feed into" the development of population-specific messages which will strengthen peer
education interventions implemented on the ground.
AB messages will primarily focus on 10-14 year olds, both in- and out-of-school; youth of reproductive age
and teachers, but also adult members of the general population.
Messages developed will address gender norms and behavior, stigma and discrimination.
APHIA II HCM is primarily a communications activity focusing on the development of information, education
and communication. However, they will also mobilize communities through interpersonal communication,
make linkages with other sectors for message development (e.g. CT, PMTCT), collaborate with the
education sector, and train individuals in message development and communication. The purpose of the
HCM award is to improve health outcomes through increased prevention and other healthy behaviors. This
will be done through marketing and communications activities within the health sector. This activity will also
build the sustainability of local organizations to do this work. In collaboration with the Ministry of Health, PSI
will also promote medical male circumcision as a proven intervention to reduce transmission of HIV.
Information about abstinence and being faithful will be shared with those who volunteer to undergo
circumcision.
Continuing Activity: 14980
14980 5090.08 U.S. Agency for Population 6994 3588.08 APHIA II - $4,210,650
7052 5090.07 U.S. Agency for Population 4289 3588.07 APHIA II - $2,360,000
5090 5090.06 U.S. Agency for Population 3588 3588.06 APHIA II Health $700,000
Emphasis Areas
Gender
* Addressing male norms and behaviors
* Reducing violence and coercion
Workplace Programs
Human Capacity Development
Public Health Evaluation
Food and Nutrition: Policy, Tools, and Service Delivery
Food and Nutrition: Commodities
Economic Strengthening
Education
Water
Table 3.3.02:
+ HCM will implement a mass media campaign addressing self efficacy.
+ HCM will implement a mass media campaign addressing condom use in regular relationships.
+ HCM will implement IPC activities reaching 150,000 high risk groups with self efficacy messages.
+ This activity will incorporate $300,000 for HIV Free Generation activities focusing on youth.
•HCM will develop at least 2 mass media campaigns that address high risk behavior such as alcohol abuse
and trusted partner and condom use. HCM will develop interpersonal communication activities that will
reach 500,000 individuals and train 1,000 individuals in HIV prevention activities.
•HCM will continue promotion of male circumcision as an effective preventive intervention.
•HCM will also spend $200,000 to implement the "Healthy Youth Programs Initiative" also known as Hype.
This activity relates to activities in Abstinence and Being Faithful (#8950), (#8725), (#8731), (#9070),
(#9074), (#8994), (#8989), Condoms and Other Prevention Activities (#8930), (#8932), (#8874), (#9040),
(#8937), (#8927), (#8942), Counseling and Testing (#8781), (#8782), (#8976), (#8776), (#8778), (#8777),
(#8760), and Prevention of Mother-to-Child Transmission (#8764), (#8752), (#8729), (#8733), (#7087),
(#8738), (#8734). It also relates to HIV/AIDS Treatment: ARV Services (#6899) and HIV/AIDS Treatment:
ARV Drugs (#6969).
In 2009 HCM will develop at least 2 mass media campaigns that address self efficacy and condom use in
regular relationships. HCM will develop interpersonal communication activities that will reach 150,000
individuals and distribute condoms through 58,619 outlets. Health Communication and Marketing (HCM) is
an integrated project, focused primarily (at least 75%) on HIV/AIDS prevention care and treatment in
support of other PEPFAR activities in Kenya. The purpose of the HCM award is to improve health outcomes
through increased prevention and other healthy behaviors. This will be done through marketing and
communications activities within the health sector. This activity will also build the sustainability of local
organizations to do this work. The objectives of this activity in HIV/AIDS are to 1) Improve the preventive
behaviors of Kenyans related to HIV/AIDS, in particular increasing the percent of men and women aged 15
to 24 abstaining from sex, promoting fidelity, partner reduction, the correct and consistent use of condoms
in high-risk sexual encounters, and the percent of men and women going for voluntary counseling and
testing (VCT) and receiving their test results (the "ABC" approach); 2) Improve service utilization rates for
VCT, and prevention of mother to child transmission (PMTCT) of HIV. This includes increasing the
percentage of pregnant women who access PMTCT services, including VCT, and increasing the number of
Kenyans who use VCT services and receive their test results; 3) Build the capacity of local institution(s) in
Kenya's commercial, non-governmental, and/or faith-based sectors by working in collaboration with them to
develop and manage a cost-effective marketing, sales, and distribution network that improves availability
and access by key populations to products related to HIV/AIDS; develop and manage a communications
initiative to increase knowledge and change behavior of Kenyans with respect to HIV/AIDS including
interpersonal communication; and develop the management and technical capacity of these organizations
to manage and implement social marketing and communications programs. This activity will support 58,619
condom outlets nationwide, e.g. in hotels, kiosks, bars and other public places.
In FY 2009, in OP, this partner will develop and disseminate communication messages/materials on
condoms and other prevention targeting over-14 year old youth and high-risk populations. It will also
promote messages on abstinence and the importance of faithfulness within marriage to approximately
500,000 members of the target population. This activity will generate demand for information about
condoms and other prevention interventions, however as there will not be outreach activities, these targets
do not apply.
through mass media and interpersonal communication developed in collaboration with projects working at
the regional level. These projects will "feed into" the development of population-specific messages which
will strengthen peer education interventions implemented on the ground.
OP messages will primarily focus on over 14 year olds, adults and high-risk populations such as substance-
abusers and street youth.
communication. However, they will also mobilize communities through interpersonal communication, make
linkages with other sectors for message development (e.g. CT, PMTCT), and train individuals in message
development and communication.
Continuing Activity: 14982
14982 5006.08 U.S. Agency for Population 6994 3588.08 APHIA II - $2,389,350
7051 5006.07 U.S. Agency for Population 4289 3588.07 APHIA II - $1,185,000
5006 5006.06 U.S. Agency for Population 3588 3588.06 APHIA II Health $1,400,000
* Increasing gender equity in HIV/AIDS programs
Health-related Wraparound Programs
* Child Survival Activities
* Family Planning
* Malaria (PMI)
* Safe Motherhood
* TB
Table 3.3.03:
ACTIVITY UNCHANGED FROM COP 2008
This activity relates to activities in Abstinence and Being Faithful (#7052), Other Prevention (#7051), PMCT
(#7050), and Counseling and Testing (#7049).
HIV/AIDS prevention care and treatment in support of other PEPFAR activities in Kenya. The purpose of the
build the sustainability of local organizations to do this work. The objectives of this activity in the blood
Safety program are i) Develop appropriate IEC packages for internal and external customers of the NBTS
including blood donors, user hospitals and blood bank personnel. Blood donor mobilization material will be
revised to incorporate messages for prevention of HIV through abstinence, faithfulness and where
appropriate, condom use. ii) Build the capacity of local institution(s) in Kenya's commercial, non-
governmental, and/or faith-based sectors by working in collaboration with them to develop and manage a
cost-effective marketing, sales, and distribution network that improves availability and access by key
populations to products related to blood donor mobilization and appropriate blood use and develop the
management and technical capacity of these organizations to manage and implement social marketing and
communications programs. iii) Develop brand identity for the National Blood Transfusion service (NBTS).
iv) Develop appropriate donor recognition materials. v) Increase altruistic regular blood donation among
Kenyans. This activity will not provide any sub awards.
In FY07, in Blood safety, this partner will develop and disseminate communication messages/materials
targeting the general population and promoting blood donation to save lives. It will also promote messages
to encourage blood donors to join blood donor clubs. This activity will contribute indirectly to reduce HIV
transmission through blood transfusion.
through mass media and interpersonal communication developed in collaboration with the National Blood
Transfusion Services and regional blood transfusion centers. These projects will "feed into" the
development of population-specific messages which will strengthen blood donation and utilization activities
implemented on the ground.
Blood Safety messages will primarily focus on the general population, In- and out-of-school youth; youth of
reproductive age and teachers.
Messages developed will address stigma and discrimination.
Continuing Activity: 14981
14981 8804.08 U.S. Agency for Population 6994 3588.08 APHIA II - $240,000
8804 8804.07 U.S. Agency for Population 4289 3588.07 APHIA II - $350,000
Table 3.3.04:
+ the activity description has been expanded to include specific information on activities.
The only changes to this activity since approval in the 2007 COP are:
+In this program area, the APHIA Health Communication and Marketing activity will work to broaden cultural
acceptance of medical male circumcision as a prevention intervention to reduce the risk of HIV
transmission. This will be done through media campaigns as well as interpersonal communication.
This activity relates to activities in abstinence/be faithful (#8989), condoms and other prevention (#8942),
counseling and testing, and adult care and treatment (#9059).
Health Communication and Marketing (HCM), in collaboration with the Ministry of Health, APHIA II regional
partners, and other non-governmental and private sector stakeholders will, in support of the Ministry's Male
Circumcision (MC) strategy, implement communication activities geared towards promoting safe
circumcision for uncircumcised males in Kenya. Specifically, PSI will: 1) Support the Division of Health
Promotion (DHP) in implementing an advocacy and PR initiative aimed at creating an enabling environment
leading to the long term acceptance of MC as a standard practice among those communities who do not
practice MC; and 2) In partnership with identified IRDO and APHIA 2 Nyanza implement targeted IEC and
BCC campaigns as part of HIV prevention measures in urban and rural communities with special reference
to the traditionally non-circumcising communities within Nyanza. These activities will be geared towards
increasing demand for MC service sites in the area.
PSI will work within the framework of the MOH's MC communication strategy to implement activities geared
towards: creating demand and an enabling environment throughout Nyanza Province; and promoting MC
nationally via a Luo-speaking radio program. This will not be tied specifically to generating demand for
specific MC service sites, but will create social support, and address disinhibition risk. In line with the
Ministry of Health's MC communication strategy, the primary target of these activities will be sexual active
18-30 year old men. This group will be reached primarily through interpersonal communications outreach
activities in formal and informal work-based organizations, such as agricultural plantations, boda boda
(bicycle taxis) groups and fishing associations. An enabling environment will also be facilitated through
established cultural gatherings such as market days and barazas. HCM will train its staff in the necessary
technical background and, in collaboration with the DHP, develop or adapt existing IEC materials to be used
in outreaches. HCM staff will utilize adult learning techniques to increase awareness and knowledge on MC,
its benefits and limitations. It is envisioned that outreach activities will be implemented a number of times at
the same sites to disseminate appropriate information and generate social support. Initially, "positive
deviants" as early adopters will be encouraged and supported.
When and where appropriate, voluntary medical male circumcision (VMMC) messaging will be incorporated
into existing HIV BCC and condom outreach activities for increased efficiency and effectiveness. All
communication material will be pre-tested extensively with the target audience and members of the general
population to ensure cultural relevance and correct message take out.
This APHIA II HCM project will contribute to the Male Circumcision policy that envisages adoption of MC as
one of the HIV prevention strategies.
This activity relates to activities in Abstinence/be faithful (#8989) and condoms and other prevention
(#8942) to promote health behaviors.
This activity targets 18 to 30 year old men and their family members living in both rural and small urban
settings. It targets unmarried as well as married males, those who are HIV negative. It also targets women
to change their social norms and to support men during the healing period after undergoing VMMC.
The activity will promote prevention by encouraging males to adopt healthy behavior.
This APHIA II HCM activity has a major emphasis on training, quality assurance, and supportive
supervision. It also has a major emphasis on community sensitization.
Continuing Activity: 14986
14986 12505.08 U.S. Agency for Population 6994 3588.08 APHIA II - $100,000
12505 12505.07 U.S. Agency for Population 4289 3588.07 APHIA II - $100,000
Table 3.3.07:
This activity relates to all activities in HBHC and PDCS.
Two major obstacles in the provision of HIV care in rural areas are 1) a dispersed population with limited
transportation and 2) extreme poverty with lack of electricity, sanitation, clean water. Despite these
obstacles, Kenya has experienced a rapid increase in the number of HIV care and treatment providers in
most areas of Kenya. Unfortunately comprehensive HIV prevention is rarely included in clinical programs,
and prevention-focused programs that provide care vary in quality. Despite the antiretroviral treatment
expansion, majority of HIV-infected people do not receive care. In FY 2005, PEPFAR Uganda developed a
Basic Care Package (BCP) that provided a means to prevent many of the opportunistic infections (OI) that
occur with PLWAs as well as prevention from malaria. By utilizing a ‘package' approach they were able to
avoid the typical stock outs of primary care facilities and ensure clientele received a complete set of drugs
and prophylactic measures that avoid OIs, provide vitamins to improve health and condoms to decrease the
dangers of infecting their spouses. A critical part of this package was the inclusion of cotrimoxizole. Studies
throughout Africa have demonstrated an almost complete prevention of Pneumocystis jiroveci pneumonia
as well as reductions in malaria, bacterial pneumonia, toxoplasmosis, diarrhea, sinusitis through the daily
use of this drug. The partner will coordinate with other USG implementing partners to make basic care
packages (BCP) available to PLWAs. The BCP will consist of the following components: 1 long lasting
insecticide treated net (LLINs), 100 condoms, 4 bottles of WaterGuard safe water system, daily
multivitamins, 1 water storage vessel, cloth for filtering water and IEC material on malaria, diarrhea, VCT,
PMTCT, cotrimoxizole, nutrition, and mental/social well-being. Re-supply of short term consumable items
(condoms, WaterGuard, multivitamins) will be carried out to all PLWAs on a continuing basis. Cotrimoxazole
will be provided through the Mission Competitive Procurement/TBD and be available at the local health
dispensaries. The goal is that 400,000 BCPs will be distributed to 400,000 patients over the year. The
partner will be responsible for procuring, packaging and shipping the BCPs to regional warehouses, as well
as re-supply of consumable items. Standardized IEC materials will also be included in the BCP. All USG
partners will source the BCPs from the partner for onward distribution to Comprehensive Care Centers,
PLWA CBOs and other PLWA targeted distribution points operating in their catchment areas. IPs will be
responsible for peer education training and other interpersonal communications to promote the correct use
of BCPs. IPs will also be responsible for tracking use and monitoring possible leakage.
3. CONTRIBUTIONS TO OVERALL PROGRAME AREAS
This activity will contribute to the FY 2008 targets by providing 400,000 PLWAs with standardized essential
elements of care that will extend and improve their lives. In addition, through the provision of condoms in
the basic care package the activity will be supporting prevention particularly among discordant couples. The
set of services will be provided regardless of stage of HIV disease or clinical condition in facility-based and
in home-based settings. It is consistent with the 5-year strategy by focusing on rapidly scaling up palliative
care services.
This activity is linked to all HBHC and PDCS activities.
This activity targets people living with HIV/AIDS and their families by providing essential care services
including bed nets, thereby reducing malaria in other family members as well.
The key legislative issue being addressed by this activity is reduction of Stigma and Discrimination by
improving the health of PLWAs and allowing them to care for their children and possibly return to work.
There are four areas of emphasis. Commodity procurement will be utilized to purchase the materials used in
the basic care package. Community Mobilization/Participation will be essential to ensure the basic care
packages reach PLWAs. The Development of Network/Linkages/Referral Systems will be needed since
many of these kits will be distributed through the regional partners. Logistics will be important for the same
reason.
Continuing Activity: 17027
17027 8849.08 U.S. Agency for Population 6994 3588.08 APHIA II - $6,000,000
8849 8849.07 U.S. Agency for To Be Determined 4954 4954.07 Basic Care
International Package
Development
Table 3.3.08:
+ Prime partner Population Services International has been competitively
SECONDARY CROSS-CUTTING BUDGET ATTRIBUTIONS
This activity will contribute $160,000 of its budget to human capacity development by building the capacity
of local institution(s) in Kenya's commercial, non-governmental, and/or faith-based sectors by working in
collaboration with them to develop and manage a cost-effective marketing, information and communication
strategy, and distribution network that improves availability and access by key populations to information
related to HIV/AIDS.
This activity relates to activities in Abstinence and Being Faithful (#8950, #8725, #8731, #9070, #9074,
#8994, #8989), Counseling and Testing (#8760, #8776, #8777, #8778, #8781, #8782, #8976), PMTCT
(#8729, #8733, #8734, #8738, #8752, #8764) and ARV Services (#8765, #8774, #8792, #8797, #8805,
#8813, #8826).
HCM award is to improve health outcomes through increased care, prevention and other healthy behaviors.
This will be done through marketing and communications activities within the health sector. This activity will
also build the sustainability of local organizations to do this work. The objectives of this activity in HIV/AIDS
is to build the capacity of local institution(s) in Kenya's commercial, non-governmental, and/or faith-based
sectors by working in collaboration with them to develop and manage a cost-effective marketing, information
and communication strategy, and distribution network that improves availability and access by key
populations to information related to HIV/AIDS; develop and manage a communications initiative to increase
knowledge and change behavior of Kenyans with respect to HIV/AIDS including interpersonal
communication; and develop the management and technical capacity of these organizations to manage and
implement social marketing and communications programs. This will improve the care and understanding of
orphans and vulnerable children and their caregivers.
In FY 2009, this partner will develop and disseminate communication messages/materials on OVC issues in
a wider forum. It will also promote messages on abstinence and the importance of faithfulness within
marriage. This activity will generate demand for information about OVC and caregivers. However no direct
targets will be achieved but more population will be enlightened on OVC issues and it is assumed that more
OVC and caregivers will be reached indirectly.
will strengthen peer education interventions implemented on the ground. This activity has links in the
following activities: Abstinence and Being Faithful (#8950, #8725, #8731, #9070, #9074, #8994, #8989),
Counseling and Testing (#8760, #8776, #8777, #8778, #8781, #8782, #8976), PMTCT (#8729, #8733,
#8734, #8738, #8752, #8764) and ARV Services (#8765, #8774, #8792, #8797, #8805, #8813, #8826).
OVC messages will primarily focus general population, caregivers, widows, widowers, policy makers,
community and religious leaders as well as community-based and faith-based organizations.
Continuing Activity: 14983
14983 9053.08 U.S. Agency for Population 6994 3588.08 APHIA II - $400,000
9053 9053.07 U.S. Agency for Population 4289 3588.07 APHIA II - $600,000
Estimated amount of funding that is planned for Human Capacity Development $160,000
Table 3.3.13:
+ Multi-media edutainment interventions will include key messages to clarify the importance of knowing HIV
status and encourage couples to access CT services.
+ The private health providers' reproductive health network will also increase awareness of and referral to
CT services.
+ Provide technical assistance to NASCOP and NACC to develop a national CT communication strategy
+ This activity will provide support for the annual National HIV Testing Campaigns.
Change since the COP was approved in 2007:
+ HCM will develop 3 media campaigns that promote PITC and other types of counseling and testing
promotion.
This activity relates to activities in Abstinence and Being Faithful, Other Prevention, Blood safety, and
PMTCT.
In 2009, HCM will promote CT services through a multimedia edutainment intervention. Health
Communication and Marketing (HCM) is an integrated project, focused primarily (at least 75%) on HIV/AIDS
prevention care and treatment in support of other PEPFAR activities in Kenya. The purpose of the HCM
award is to improve health outcomes through increased prevention and other healthy behaviors. This will be
the sustainability of local organizations to do this work. The objectives of this activity in HIV/AIDS are to 1)
In 2009, in CT, this partner will develop and disseminate communication messages/materials on counseling
and testing promoting provider initiated testing and continues VCT promotion especially targeting the couple
testing and discordant couples. It is anticipated to promote counseling and testing services and generate
demand for CT services for both voluntary and provider initiated testing through 3 mass media campaigns.
They will reach over 6 million through mass media.
PMTCT. The Health Communications and Marketing project is a national level activity that will enforce
messages through mass media and interpersonal communication developed in collaboration with
MOH/NASCOP CT committee at the national level and projects working at the regional level. Both NASCOP
and these provincial projects will "feed into" the development of population-specific messages which will
strengthen interventions implemented on the ground.
CT messages will primarily focus on adults both male and female, public and private health providers and
NGOs and faith-based programs. This activity will also work with the National AIDS Control Program staff
and policy makers in the coordination of efforts in this program area.
make linkages with other sectors for message development. Funds will be used to carry out media and
public education activities in CT. The specific areas to be supported include Media campaigns at various
levels, production of educational materials for both health facilities and in the community and the
development of a CT communication strategy for Kenya. In 2009 this activity will focus on three main areas;
the HIV testing week (RRI), PITC and, door-to-door CT.
Continuing Activity: 14985
14985 4930.08 U.S. Agency for Population 6994 3588.08 APHIA II - $2,750,000
7049 4930.07 U.S. Agency for Population 4289 3588.07 APHIA II - $1,850,000
4930 4930.06 U.S. Agency for Population 3588 3588.06 APHIA II Health $1,050,000
Table 3.3.14:
