Detailed Mechanism Funding and Narrative

Years of mechanism: 2008 2009

Details for Mechanism ID: 5667
Country/Region: Malawi
Year: 2008
Main Partner: Population Services International
Main Partner Program: NA
Organizational Type: NGO
Funding Agency: USAID
Total Funding: $805,900

Funding for Sexual Prevention: Abstinence/Be Faithful (HVAB): $350,000

Summary

PSI will continue its work in AB by supporting the nationwide "Youth Alert" program to promote appropriate

and healthy life skills through an age-appropriate AB program targeting in and out of school youth ages 10-

24.

Background

PSI has been implementing Youth Alert since 2001. Youth Alert! promotes the importance of setting goals in

life, identifying barriers to achieving those goals (such as HIV, STIs, and unintended pregnancies) and

identifying effective ways to overcome barriers through informed choice. The program has been co-funded

by KfW (The German Development Bank) since 1995. This co-funding will end on September 30, 2007.

However, PSI/Malawi will continue to work to identify new funding to mitigate the effects of the loss of the

KfW co-funding and to expand the Youth Alert! Mix Listeners Clubs IPC (Interpersonal Communication)

activity.

Youth Alert! is comprised of four elements: (1) the Youth Alert! Schools Program; (2) the Youth Alert! Mix

(YAM!) Radio show, Malawi's Number 1 youth radio program according to 2004 All Media Survey; (3) the

YAM! Listeners Clubs Activity; and (4) the Youth Alert! Peer Education pilot project (this pilot activity is

funded currently through leveraged KfW funding, which will end September 30, 2007).

In April 2004, with USG support, PSI/Malawi established its Faith Communities Program (FCP) in two pilot

areas. The FCP works with faith communities in Malawi to increase safe sexual and reproductive behaviors

(among 10-24 and 25-49 year olds) which will result in decreased incidence of HIV/AIDS and improve the

health of the members of these faith communities. The FCP supports the Malawi HIV and AIDS National

Action Framework (NAF) 2005-2009 Prevention and Behavior Change Action Area 1 (To expand the scope

and depth of HIV/AIDS communication for effective behavior change), Area 2 (To promote and support HIV

protective interventions specifically designed for young people) and Area 4 (To strengthen socio-cultural

values and practices that prevent the spread of HIV) and Impact Mitigation: Socio-Economic and

Psychosocial Area 4 (To improve access of OVC to essential social services, integrated and comprehensive

community-based support services).

FCP activities include the conducting of workshops for married couples addressing issues on being faithful

to their partner, workshops targeting youth which provide training on life skills to help them abstain from sex,

and the production and provision of information, education and communication (IEC) materials and

vocational skills training for orphans and vulnerable children (OVC aged 10-17). The program is currently in

its pilot phase and is working only in Lirangwe and Mpemba townships in Blantyre district. FY 2008 is final

year of funding for PSI. The activities will run though 2009. During this period PSI will work to consolidate

and sustain the gains made through this activity.

The new FY 2008 funds requested will be used to manage the close-out of the Youth Alert! and the FCP

activities carried out under the EHAP-IFH Project for approximately the initial three or four months of FY

2009.

Activity 1: Youth Alert!

The Youth Alert! schools program has been operating in every district in Malawi since 2001, and aims to

visit every government secondary school in the country at least once per year to deliver a balanced

HIV/AIDS life skills presentation to in-school youth aged 15-24. The program supports the NAF 2005-2009

Prevention and Behavior Change Action Area 2 (To promote and support HIV protective interventions

specifically designed for young people). The program has been supported by the USG since 2001, with co-

funding from KfW for operational costs (this co-funding will cease on September 30, 2007, placing

considerable pressure on attaining FY 2008 targets using USG FY 2007 funds). Gender issues are

addressed by incorporating specific youth-to-youth/female empowerment life skills, such as assertiveness

and decision making into the schools presentation. In addition, the USG has supported the implementation

of the Youth Alert! Real Man/Real Woman delayed sexual debut campaign, which encourages young

people to delay their sexual onset and replaces sex with respect for each other, respect for themselves, and

concentration on achieving future goals. The messages from this campaign have been disseminated via

mass media (TV Malawi, music videos, YAM) and through interpersonal communication (IPC) channels

(YAM Listeners Clubs, Youth Alert! Schools program, and PSI/Malawi's Targeted Outreach

Communications (TOC) teams). In FY06 the number of individuals reached through Youth Alert (YA)

community outreach that promotes HIV/AIDS prevention through abstinence and/or being faithful was

79,920.

According to our most recent M&E survey results, the entire Youth Alert! Program has had a positive impact

on the attitudes of young people about abstinence in Malawi. The 2005 TRaC (Tracking Results

Continuously - 2,880 15-24 old young people surveyed nationwide) survey found that high exposure to

Youth Alert! activities correlates positively with greater self-efficacy for and more positive attitudes towards

abstinence, which are significant determinants for this behavior. The TRaC Survey also identified Social

Norms surrounding cross generational and transactional sex and Beliefs on HIV transmission as statistically

relevant factors driving prevention behaviors. Youth Alert! has dedicated, and will continue to dedicate,

significant resources during FY 2008 to address these key behavioral determinants. A second TRaC

monitoring round is scheduled for the summer of 2008 with USG funds.

Activity 2: YAM!

YAM! commenced airing in 2003 with USG support on two nationwide radio stations, MBC1 and MBC2.

YAM! airs multiple weekly broadcasts of a radio show highlighting and demonstrating life skills, and

addressing youth related reproductive health issues, such as age-appropriate HIV/AIDS prevention choices,

unwanted pregnancies, and STI prevention. YAM! is targeted at youth aged 10-24 years and their parents

or guardians. YAM! supports the Malawi NAF 2005-2009 Prevention and Behavior Change Action Area 2

(To promote and support HIV protective interventions specifically designed for young people). In 2004,

YAM! was found to be the Number 1 youth radio magazine show according to the Malawi All Media Survey

and by the 2005 TRaC survey. YAM! programs are designed in a collaborative process with other various

Activity Narrative: partners working in youth BCC programs. The broadcasting year is split into four themes, with twelve

programs per theme. All the four themes have strong AB foci. The 2005 TRaC survey results directly

contributed to the development of these program themes. In-house training is provided for the YAM!

presenters (one male and one female). During FY 2008, YAM! also will train young presenters (10-14) to co

-present the show on a regular basis in order to increase its appeal and relevance to this demographic. As

mentioned above, PSI/Malawi makes resources available to project personnel for relevant professional

development training courses, including participation in the Results Initiative (see SI section).

Activity 3: Faith Communities Program

The objective of the Faith Communities Program (FCP) is to work with faith communities in the two pilot

areas, Mpemba and Lirangwe close to Blantyre, Malawi, to increase the adoption of safer sexual behaviors,

which will result in decreased incidence of HIV/AIDS. The FCP works with and through community-based

HIV/AIDS committees to ensure community ownership of the program and contribute to its sustainability.

Faith based youth (10-24) are reached through community outreach on issues related to HIV/AIDS;

emphasis is placed on the importance of abstinence as a risk avoidance behavior. The curriculum includes

gender relevant life skills education such as self-esteem, self worth, understanding their sexuality, why and

how to delay sexual debut, the importance of both primary and secondary abstinence, how to deal with peer

pressure, and the dangers of cross-generational/transactional sex. The FCP reaches faith based adults (25-

49) with two-to-three day, non-residential seminars at religious institutions. Several subjects are addressed

including the importance of mutual fidelity, Voluntary Counseling and Testing (VCT), unacceptability of

cross-generational and transactional sex, cultural practices and HIV/AIDS, gender and HIV, stigma, and

discrimination. The FCP conducts capacity building workshops for faith based leaders (25-49) on the theory

and practice of behavior change with regard to HIV/AIDS prevention in order to create a corps of religious

authority figures and opinion leaders who can lead the education, motivation, sensitization, and community

mobilization effort. In addition to providing a forum for (AB) prevention messages and promoting healthy

life-styles, the FCP also conducts vocational skills training in tailoring and carpentry to orphans and

vulnerable children (OVC aged 10-17). The program is aimed at developing self-reliant behaviors and

reducing vulnerability on cross-generational and transactional sex. The skills the OVC learn will result in

them playing productive and effective roles in their communities and helping them to protect themselves

from contracting HIV/AIDS.

Funding for Sexual Prevention: Other Sexual Prevention (HVOP): $430,000

Summary

PSI/Malawi's Chishango (meaning 'Shield') brand condoms were introduced in 1994 with USAID and KfW

support. Initially aimed at a wide target - all sexually active Malawians - Chishango was re-launched in May

2002 to appeal predominantly to sexually active young Malawian males age 15-24. In 2006 and 2007,

additional focus has been made on high risk groups such as truckers, mobile populations, men in uniform,

and female sex workers and their clients. Over 9.9 million condoms were sold in FY 2006. The 2004 DHS

data showed an increase in males 15-24 using a condom at last sex from 38.9% in 2000 to 46.6% in 2004.

In addition, among younger women aged 15-24, reported condom use increased from 32.1% to 34.9%.

Chishango is promoted through several mass media channels - radio, print and outdoor media. In addition,

PSI/Malawi utilizes several non-traditional means to reach those with limited access to mass media. These

channels include Targeted Outreach Communications or TOC (mobile video units and community drama)

for targeting those most risk, and a bicycle sales force to get to hard-to-reach outlets where Malawians can

access condoms. Starting in FY 2008 but with FY 2007 funds, PSI/Malawi will be using special add-on

funding to develop and disseminate new evidence based IEC materials promoting male circumcision.

As mentioned above, KfW co-funding for the condom social marketing program will end in September 2007.

This will put significant pressure on our programmatic budget for FY 2008. In light of this, we have had to

reduce our spending on mass media communications activities related to condom promotion. It should also

be noted that the funding level estimates assume continued supply of condoms via the USAID

Contraceptive Logistics Management (CLM) unit budgeted under separate funding.

PSI/Malawi distributes condoms to rural and urban distribution points nationwide via a dedicated sales force

of eight sales teams. In addition, one sales team is dedicated to sales and promotion of condoms in

eighteen ‘hot zones' nationwide. As well as making condoms available through the commercial sector,

PSI/Malawi partners with other international and local NGOs, such as the Marie Stopes International (MSI)

local affiliate, Banja La Mtsogolo, Medecines Sans Frontiers, as well as with private workplace HIV

prevention programs. Mass media communications and Targeted Outreach Communications (see Activity

2) are used to address key behavioral determinants associated with condom use.

Activity 1: Condom Social Marketing

The PSI/Malawi condom social marketing program has been operating nationwide since 1994. The on-

going program supports the Malawi HIV and AIDS National Action Framework Prevention and Behavior

Change Action Areas (PBC) 1.12, 5.1, 5.2 and 5.3. PSI/Malawi's condom behavior change and promotion

strategies are designed to (1) address key behavioral determinants identified by research associated with

condom use, and (2) increase Chishango condom availability through condom distribution points in order to

increase the correct and consistent use of condoms by those in the general population whose behavior puts

them at greater risk of contracting HIV. In addition, a special emphasis is placed on targeting high risk

groups, such as truckers, fishermen, men in uniform, mobile men, female sex workers and their partners in

entertainment centers, transportation hubs, busy trading centers and other high traffic areas (known as "hot

zones") with special communications and educational activities designed to promote 100% condom use.

Condom program income is channeled back into the activity to support condom promotion and behavior

change associated with correct and consistent use. PSI/Malawi works closely with the National AIDS

Commission in implementing the National Condom Strategy and is a member of its Condom Task Force.

PSI/Malawi makes resources available to project personnel for relevant professional development training

courses, including participation in the Results Initiative (see SI section).

Activity 2: Targeted Outreach Communication (TOC)

PSI/Malawi's Targeted Outreach Communication (TOC) activities have been operating since 2002 with

USAID, KfW and JICA support. The TOC teams, comprising interactive audiovisual shows and community

dramas, conduct specially designed, evidence-based communication events with high risk groups and those

in the general population whose behavior puts them at greater risk of contracting HIV. These events use

films, educational games, condom demonstrations, and IPC to promote correct and consistent condom use

and partner reduction. PSI/Malawi's TOC Teams are also targeting special events and ensuring improved

condom availability in and around the 18 "hot zones" (high-risk areas) in Malawi's three regional areas

(southern, central, and northern). In addition to the targeted events outlined above, PSI/Malawi conducts

integrated product promotion events, condom promotions with commercial partners, as well as develops

and disseminates new IEC and marketing materials to support condom use promotion. PSI/Malawi makes

resources available to project personnel for relevant professional development training courses, including

participation in the Results Initiative (see SI section).

Activity 3: Evidence-based Male Circumcision IEC/BCC Materials

PSI/Malawi will utilize FY 2007 plus-up funds from USAID/Malawi for the development, production, and

dissemination of evidence-based male circumcision IEC/BCC materials (see NAC HVOP activity ID#17753).

These materials will be used to augment and complement the Government of Malawi's efforts in promoting

male circumcision as an HIV prevention method. PSI/Malawi will partner with the National AIDS

Commission, the Health Education Unit of the Ministry of Health, and other key stakeholders to develop the

materials. Together, we will identify key target groups, such as males 15-24 and medical professionals,

design and develop messages, and identify optimum communications channels for each target group via a

consultative and collaborative approach. The key outputs of this activity will include the concept

development, pre-testing, production, and dissemination of new materials such as posters, leaflets, a short

documentary/educational film, and radio spots. The materials will be shared with other agencies in the

region. It is envisioned that these communications materials will form a ready resource of approved

Government of Malawi male circumcision BCC materials and can be reproduced using earmarked funding.

As the planned activity will utilize mass media communications and dissemination of print materials, all

related targets are to be considered indirect.

Funding for Care: Orphans and Vulnerable Children (HKID): $5,900

Summary

PSI will conduct vocational training for Orphans and Vulnerable Children (OVC). aged 10 -17 in combination

with life skills and adolescent sexual and reproductive health education.

Background

In 2004, PSI/Malawi established a pilot project to work directly with faith communities to promote HIV/AIDS

prevention. The Faith Communities Program (FCP) works with faith communities in two pilot areas to

increase safe sexual and reproductive behaviors, which will result in decreased incidence of HIV/AIDS and

improve the health of the members in these communities. In addition to implementing behavior change

communication activities in the pilot areas, the program also includes a small vocational skills training

component targeting OVC.

The FCP conducts on-going vocational skills training in tailoring and carpentry with OVC aged 10-17, in

combination with life skills and adolescent sexual and reproductive health education. The program's

objective is to develop self-reliant behaviors and reduce the vulnerability of the OVC in PSI/Malawi's centers

to cross-generational and transactional sex. The outcome of the program is a cadre of OVC equipped with

relevant vocational and life skills, which will help them play a productive and effective role in their

communities, and help to protect them from contracting HIV/AIDS. The OVC program is linked directly with

other FCP program activities reported under the Abstinence and Being Faithful Program Area. Since most

of the OVC reached are out-of-school youth, there are limited linkages with the Youth Alert program.

However, PSI/Malawi does conduct some Youth Alert presentations with out-of-school youth using other

sources of funding.

Due to the $2,000,000 annual ceiling limit on USG HIV funding for PSI/Malawi, no expansion is planned for

the FCP OVC program during FY 2008 using USG FY 2007 funds. The new request for FY 2008 funds will

enable the continuation of FCP OVC activities for approximately 3 to 4 months during the planned close-out

period of the USAID-funded EHAP-IFH project whic begins October 1st, 2008. Given this we have

established the FY 2009 targets at approximately 30% of the FY 2008 target levels.

The OVC program is directly linked with other FCP program activities reported under the Abstinence and

Being Faithful Program Area.

OVC project activities have continued as planned during the last 12 months. However plans to expand the

program into new geographic areas have not been realized due to limited funding.

The new FY 2008 funds requested will be used to ensure approximately 3 to 4 months of ongoing FCP

activities during the planned close-out period of the EHAP-IFH Project.

Activity 1:

The FCP conducts on-going vocational skills training in tailoring and carpentry with orphans and vulnerable

children (OVC) (10-17) in Mpembe and Lirangwe, close to Blantyre, Malawi, in combination with life skills

and adolescent sexual and reproductive health education. The on-going program supports the Malawi HIV

and AIDS National Action Framework (NAF) 2005-2009 Impact Mitigation: Socio-Economic and

Psychosocial Action Area 1 [To promote sustainable income generating projects (IGPs) to PLHA, OVC,

widows, widowers, and the affected elderly] and NAF Area 4 [To improve access of OVC to essential social

services, integrated and comprehensive community-based support services].

The program is aimed at developing self-reliant behaviors among OVC and reducing their vulnerability to

cross-generational and transactional sex. The skills the OVC learn are designed to help them play

productive and effective roles in their communities and help them to protect themselves from contracting

HIV/AIDS. Numbers of OVC reached are recorded at PSI/Malawi and will be reported for FY 2007. In CY

2007, 126 OVC graduated from the program, nine of whom have reported gaining employment since their

graduation. We have assumed that, given current funding ceilings and other budgetary pressures, that this

program will not be expanded. However, we will continue to seek for incremental funding to do so. Targets

are captured under Supplemental Direct below.

PSI/Malawi makes resources available to project personnel for relevant professional development training

courses, including participation in the Results Initiative (see SI section).

Funding for Strategic Information (HVSI): $20,000

Summary

PSI will ensure the finalization of the TRaC survey and the dissemination of the TRaC Survey Report, as

well as for the preparation and dissemination of the final EHAP-IFH Project Report during the planned close

out period for the EHAP-IFH Project.

Background

Since 2004, PSI has been building local staff capacity in the area of M and E and specifically working to

introduce a new, innovative, state-of-the-art research and M and E methodology known as the "PSI

Dashboard". The methodology is designed to ensure rapid assessment of impact of BCC interventions and

the provision of information for evidenced-based decision making. These new methodologies have been

designed based by behavior change evaluation methods used in the private sector.

To ensure that local staff members from the Sales & Marketing, Communications and Research Teams are

all proficient in the new methods and their interpretation, PSI staff will continue to receive training in the

theory and application of these new M and E methods. This will largely be achieved through on-the-job

training, as well as through planned short term technical assistance (STTA) to support final completion of

the TRaC report and proper close out reporting. In addition, with funding outside PSI's agreements with

USAID, key PSI program staff members are participating in specially designed training courses offered

under PSI's REsulTS Initiative. Finally, given its relevance to other organizations working in behavior

change communications, PSI will ensure broad dissemination of the concepts behind the "dashboard"

approach as well as the results of the various surveys conducted.

Given the decision to extend our current agreement through to FY 2008 and early FY 2009, it was agreed

that the planned second round TRaC Survey be conducted as from mid-2008 rather than in FY 2007. The

other planned capacity building activities related to Evidence Based Social Marketing and PSI's new M and

E methodologies will continue as planned.

The new FY 2008 funds requested will be used to ensure the finalization of the TRaC survey and the

dissemination of the TRaC Survey Report, as well as for the preparation and dissemination of the final

EHAP-IFH Project Report during the planned close out period for the EHAP-IFH Project.

Activity 1: TRaC Survey

Per the approved Program Descriptions for the latest approved extension of our agreement, PSI is

scheduled to conduct a second round of its Project TRaC survey to evaluate its HIV/AIDS prevention

interventions in the 3rd quarter of 2007. The new FY 2008 funds requested will ensure the payment of any

costs associated with the finalization of the TRaC survey and the dissemination of the final report on the

survey results, as well as for the preparation and dissemination of the final EHAP-IFH Project Report.

Activity 2: Dashboard Training

PSI will continue to train its key marketing, communications, and research staff members on the PSI

Dashboard and its use/application to support Evidence Based Social Marketing through specially designed

online course work and training under the REsulTS Initiative (carried out with leveraged funding).

Cross Cutting Budget Categories and Known Amounts Total: $0
Food and Nutrition: Commodities $0