SHARE INDIA was selected as a Sub-Recipient under the 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 the 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). The 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. The strategy will be to develop and address stigma and discrimination issues 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 was started in April 2021 with a Pan India focus and will be culminating in March 2024.
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:
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:
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:
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