Advocacy & Communication and Social Media Interventions

SHARE INDIA has been selected as a Sub-Recipient under National AIDS Control Organization (NACO), Ministry of Health and Family Welfare, Government of India for The Global Fund to Fight AIDS, Tuberculosis and Malaria (GFATM) to “Design and develop comprehensive advocacy, communication strategies and tools”. The project is designed to develop a new age communication and advocacy strategy to meet 95-95-95 fast track targets by 2025 and provide a way for elimination of HIV/AIDS as a public health threat by 2030.

Under the project, community-based behaviour change communication tools will be developed to achieve the targets set under National Strategic Plan (2017-24). National and State Communication Digital Repository with standardized contents will be maintained and utilized for equitable access. Tools for reach, recall and impact of communication activities will be developed and executed. Strategy will be development for addressing stigma and discrimination related to HIV and effective implementation of the HIV and AIDS (Prevention and Control) Act, 2017. It is proposed to use communication as a tool for improving gains across all program components with an overall aim to support NACO's IEC and Mainstreaming Division in a 360-degree multimedia approach encompassing advocacy and communication strategies. The project has started in April, 2021 with a pan India focus and will be culminating in March, 2024.

Our Reach

  • General Population (as per 2011 Census Data): 1,043,727,772
  • Estimated High Risk Groups (HRGs) Population (as per Sankalak 2020):
  • Female Sex Workers (FSWs): 860,686
  • Men who have sex with Men (MSM): 283,828
  • Transgender (TG) Population: 58,393
  • Injecting Drug Users (IDUs): 160,968

Core Objectives

  • Securing an effective implementation of the provisions of the HIV and AIDS (Prevention and Control) Act, 2017.
  • Examine HIV-related stigma and discrimination and adopt strategies and tools to tackle it.


1. Advocacy and Communication

Support in formulation of National and State specific Communication Strategies and Social Mobilization

To achieve the 95-95-95 targets by 2025 and to provide a way for elimination of AIDS as a public health threat by 2030, an integrated response to the epidemic in India is required. To achieve this, a National Communication Strategy document has been proposed by SHARE INDIA that will act as a guiding framework for implementing integrated HIV communications, interventions and activities.

The document aims to:

  • Identify the current programmatic gaps in the communication implementation at a national and state level and propose solutions to bridge the gaps.
  • Understand the target audience, their media consumption pattern and ways to effectively reach out to them.
  • Identify current and future trends in media and communication and guide on how to leverage it.
  • Propose how various activities, interventions and programs can be integrated and how innovation can be brought into it.

To create a holistic and an effective document, SHARE INDIA will be undertaking the desk review of the existing National and State communication strategies, analyze the programmatic and epidemiological data for devising IEC, mainstreaming specific State and District interventions and conduct stakeholder consultations at both National and State level.

At the end, it aims to empower various stakeholders in equipping themselves to create and implement effective communication to drive awareness, social and behavioral change amongst its target audience.

Development of need and community-based behavioral change communication material

SHARE INDIA has identified 4 key areas and will be assisting National AIDS Control Organization (NACO) in developing communication campaigns on the following thematic areas to drive awareness among the target audience. The communication campaigns would be developed on these 4 core areas:

  • Condom Promotion
  • Integrated Counselling and Testing Centers (ICTC) / Elimination of Mother to Child Transmission (EMTCT) of HIV and syphilis
  • Stigma and Discrimination in HIV related settings

The themes have been chosen considering the needs of the target audience and a series of communication materials would be developed that includes TVCs, Radio Jingles, Infographics, GIFs, Posters, Leaflet, Newspaper Ads and Outdoor creatives in the form of Hoardings/Bus Queue Shelter Panels/Standees/ Adaptations of hoardings, Auto Rickshaw, gantry, bus panel, hoarding, wall writing, etc.

A social and behavior change communication (SBCC) material package would also be developed on these 2 thematic areas:

  • Sampoorna Suraksha
  • Migrants and Truckers

The SBCC package would comprise of Short Animated Videos, Short Narramatic Videos, Radio Jingles, Posters, Gifs, Flipbook, Leaflet, Comic Strips, SMS Content, IPC and Digital Games.

2. Social Media Interventions

  • Today's is a digital era and it's important for any program to adapt with the changing times to stay relevant. Witnessing India's digital revolution and thus ensuring that the National AIDS Control Program should effectively reach the digital audience too, SHARE INDIA would be assisting NACO in developing the new age strategies for digital and social media platforms.
  • Under this intervention, SHARE INDIA will be creating a national digital strategy, handholding states in their digital journey, and integrating various social media platforms for enhancing the awareness and service-related outreach amongst the virtual population.
  • SHARE INDIA will also be partnering with different programs run by various national and international partners and integrate them to promote collaboration, effectiveness and efficiency towards a common goal.