Periodic Review ccm request template
PRINCIPAL RECIPIENT 6: STILL TO BE FINALISED
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PRINCIPAL RECIPIENT 6: STILL TO BE FINALISEDThis new Principal Recipient will focus on Behaviour Change Communication Programmes Objective 2: Prevent new HIV, STI and TB Infections SDA 2.6: Combination Prevention: Youth Activity 2.6.9: Behaviour Change Communication (BCC) targeting young women and girls.
Sub-Activity 2.6.9.1: Community Outreach - 1) Open day awareness events in public spaces within the communities 2) door-to-door campaigns, 3) community dialogues, and 4) materials distribution. Sub-Activity 2.6.9.2: Media Modalities – 1) TV show broadcasting on SABC (national reach) and community (localised reach) TV stations countrywide and Mindset Health Network (health facilities nationwide), 2) Radio shows broadcasting on community radio stations countrywide, 3) Public Service Announcements (PSAs)broadcast on national, regional and community radio stations countrywide, 4) Print articles published in community newspapers across the country, 5) Branded taxis on busy commuter routes nationally Background The CCM proposes to implement social and community mobilization activities, together with targeted national, regional and community media, to support health literacy programs directed specifically at young women and girls across South Africa. The over-arching methodology of the programs is based on the concept of treatment literacy. Treatment literacy equates to patient understanding about how the body works, how disease affects the body and how medicine works to treat the disease. In order for the bio-medical model to work, patient understanding is essential for uptake and adherence of prevention and treatment protocols. Materials and programs are broader than just HIV and this concept is referred to as health literacy. The social ecology model of behaviour and communication complements the health literacy approach, which is cognisant of the many factors that play a role in people’s decision-making and behavior. Behavioral choices at an individual level are influenced by a person’s knowledge, personal values and belief systems; however these influences cannot be seen in isolation. People are also influenced by their immediate social networks such as: relationships with family, partners and friends, peer pressure, gender equity etc.; by community influences such as community leadership, access to resources etc.; as well as societal influences such as national leadership, socio-economic status, health and social policy, mass media and cultural and religious norms and values and gender norms. Furthermore all these aspects are influenced by the physical environment such as, infrastructure e.g. water and sanitation, transport and communication networks and access to health services etc. Integrating these methodologies means understanding the need to provide individuals and communities with accurate health literacy knowledge to drive demand for uptake of prevention and treatment services, as well as understanding that an individual’s behaviour is influenced by a great number of things that are sometimes beyond their control and therefore making sure that messaging is nuanced to be accurate, accessible and appropriate for the target audience. Experience has shown that one of the biggest weaknesses of previous prevention campaigns has been that the workforce on the ground is too small to implement the level of interpersonal communication needed to support the national mass media communications campaigns. This is needed to give support, encouragement and re-enforcement for behavior change and consistent proper condom use. A cascade of information and support that reaches the level of individuals, in their own context, and does not end at the national or regional level is proposed. The project will then combine the strengths of both the Outreach and Media units, creating a chain of influence and support to maximize the impact on community behaviour. There will need to be a strong connection between the Social Mobilizers and the Media Journalists, possibly drawing the journalists from the communities themselves, as they will work to integrate community media with interpersonal communication initiatives such as door-to-door and open day awareness events, thus creating a media cascade from a national level (TV show) to local community print and radio, outdoor media and on-the-ground initiatives.
As per sub-objective 4 of the NSP 2012-2016 Objective 2, implementing a comprehensive national social and behavioural change communication strategy is an important part of combination prevention in young women and girls. The KYE Report has two important guidance notes in terms of combination prevention and BCC messaging for the youth:
Description of Activities Activity 2.6.9: BCC targeting young women and girls Sub-Activity 2.6.9.1: Community Outreach A national Community Outreach Programme that recruits, trains and deploys people from communities most affected by HIV and AIDS to provide evidence-based information on disease prevention and treatment, with a focus on HIV and AIDS is proposed. Information will be aimed at both people living with HIV and AIDS, their support structures (partners, family, friends, colleagues and health workers), and the broader community. By encouraging risk reduction through behavior change and encouraging early testing, access to treatment, openness and adoption of safer sexual practices, the Community Outreach activities seek to reduce new HIV infections and improve health outcomes. By creating positive role models for disease prevention and treatment, the Outreach activities also aim to reduce denial and stigma and encourage people to take responsibility for managing their health. In order to do this, the identified PR will coordinate and host on-the-ground initiatives as part of a social mobilisation drive. These will include: 1) Open day awareness events Social mobilization teams based in the selected geographic areas will coordinate and host large open day awareness events in public spaces within the communities. The teams will work with local NGOs, CBOs, local government departments, and community leaders to host “open day” events. These events will be planned and hosted in conjunction with district, sub-district and facility level government departments such as Health, Education, Social Development, Home Affairs and SAPS plus civil society partners, to lead discussions around the key programme messages focussing specifically on young women and girls. The open days will also include on-site HCT, TB screening, diabetes and hypertension screening, PMTCT referral, social and SAPS services etc. At such events, the identified PR staff will provide planning and social mobilization as well as conducting information sessions and distributing IEC materials. 2) Door-to-door campaigns The large open day events can be preceded by a door-to-door campaign where households in the nearby geographical areas are visited in order for community mobilisers and peer educators to promote the upcoming event and provide information about services available at the event. The door to door campaign can also provide an opportunity to provide individual information on and to promote HCT, TB screening and treatment, STI screening and treatment, PMTCT, screening for chronic diseases (hypertension and diabetes) and sexual reproductive health etc. and to answer specific questions that women and young girls may have. Further, referrals can be made to relevant services such as HCT, PMTCT, access to HAART, STI treatment, sexual reproductive health services, SAPS etc. IEC materials and condoms/femidoms can be distributed. The PR will work with partner organisations to co-ordinate and initiate the door-to-door activities and rely on partner organisations to provide volunteers to assist in order to reach the maximum number of households. The identified PR staff will work to train, guide and co-ordinate the campaigns. 3) Community dialogues The social mobilization teams will also initiate community dialogues to promote community involvement, ownership and knowledge to support the project messaging objectives. The aim of these community dialogues will be to engage community leaders and community members on the relevant topics such as partner reduction, teenage pregnancy, intergenerational sex, transactional and survival sex, Gender Based Violence etc. 4) Materials distribution Information pamphlets on HIV, STIs, PMTCT, GBV, teen pregnancy etc. can be distributed at all open day and door-to-door events. Each pamphlet will carry HIV prevention messages and promote HCT, as well as providing detailed information about the specific topic. Pamphlets will be available in vernacular relevant for the specific geographic areas. Sub-Activity 2.6.2.2: Media Modalities The proposed methodology will illustrate both the application of medical management of HIV as per government protocols, as well as the social vectors of transmission and prevention of HIV through the biographies and personal experiences of people living with HIV and their support networks across the country. The TV and radio programmes aim to promote the mass understanding of health literacy using audio-visual material to overcome language and literacy barriers, and will support the on-the-ground work of the social mobilizers. Community Journalists (CJs) work with the social mobilization teams and other community partners nationally to produce engaging personal stories from within their communities that drive viewers, listeners and readers to seek health and social services, and to act on behavior change encouraged through this media. Teams of CJs will work alongside the social mobilisers in the targeted geographic areas. They will research and produce stories from their areas for inclusion in the TV and radio shows, as well as the translation of these personal stories into print articles. These documentary story inserts will be in vernacular, telling the stories of real people who have successfully accessed health and social services or changed their behavior to reduce their HIV risk. Interviews will be recorded and edited by the CJs and used to evoke discussion of the main theme of each episode and guide viewers and listeners regarding local sources of additional help. The CJs will also always ensure that they interview a medical or social expert on the topics that they cover to clarify or reinforce any medical or procedural facts as well as emphasize correct government protocol, and will reinforce these issues in the studio discussions. The inserts will then broadcast as part of the TV and radio programmes. 1) TV Show This will be a health-focused magazine talk show for everyone living with HIV, his or her partners, family members, friends and health workers. The documentary magazine show will be broadcast on SABC, as it is the only national broadcaster. It is expected that the show will become a significant source of health information for the target audience, reaching an audience of approximately 1 million viewers a week. The PR will include as much content as possible with the project-specific messaging targeting young women and girls including teenage pregnancy, PMTCT, GBV, intergenerational sex etc. The show’s anchor presenter will be a young and vibrant girl who is perfectly placed to speak to young women and girls. The shows will also be broadcast on community TV stations countrywide and Mindset Health Network that is broadcast in health facilities. 2) Radio Show The PR will produce live radio show broadcasts across community radio stations nationally. The format of the live radio show will make use of a documentary insert to introduce the topic, with the CJs then discussing the topic further with a “Content Expert” guest. The telephone lines will then be opened for listeners to call in and ask questions and have them answered. These stories will be told through the documentary interview inserts with people who have been motivated to effect positive changes in their lives. 3) Public Service Announcements The PR will produce Public Service Announcements (PSAs) in vernacular for broadcast on national, regional and community radio stations countrywide. The PSAs will cover all project focus areas, including HCT, teenage pregnancy, gender based violence, transactional sex, alcohol and HIV risk and sexual networks etc. 4) Print Articles The documentary inserts that the CJs produce for the TV and radio shows will be re-versioned into print and published in community newspapers nationally. 5) Branded Taxis The PR will also brand taxis with health literacy messages across the project focus areas including HCT, teenage pregnancy, gender-based violence, transactional sex, alcohol and HIV risk and sexual networks etc. The taxis will run on busy commuter routes nationally. The branding will be done outside and inside the taxis thereby providing outdoor media while also targeting commuters while they travel. Each taxi reaches approximately 200 000 people per month, reinforcing the messages communicated through the radio and print media as well as the social mobilization activities. This is a particularly useful strategy for outdoor media in rural areas. Key Programme Messaging Areas for both community outreach and media modalities will include:
The summary funding request for the new Principal Recipient is as follows: 
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