Technical Partners – Avert Society

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In 2004, Avert Society & BIRDS started a peer training program to address the problem of HIV/AIDS among vulnerable populations.
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Technical Partners

Johns Hopkins Bloomberg School of Public Health Center for Communication Programs (JHU)

The Johns Hopkins Bloomberg School of Public Health Center for Communication Programs (JHUCCP) provided technical assistance in the implementation of a 4-year communication program (Phase I) in Maharashtra State under the Avert Project.

JHUCCP facilitated the development of a statewide communication strategy for HIV/AIDS prevention, care and treatment with participation of all stakeholders. Behavior Change Communication (BCC) and Advocacy are the core approaches of the HIV/AIDS prevention, care and treatment program in the state. JHUCCP successfully developed several model activities in the first phase, focusing on priority areas such as preventing HIV transmission among youth; media advocacy to shape the media’s response to HIV/AIDS and to encourage responsible and sensitive reporting; corporate advocacy to encourage companies to set-up workplace intervention policies and programs addressing HIV/AIDS among their employees, families and communities; and a care and support campaign to reduce stigma and create an enabling environment for people living with HIV and AIDS (PLHA).

JHUCCP supports Avert Society in developing prototypes of BCC materials in consultation with NGOs, in developing and implementing the district communication plan and all other communication activities undertaken by Avert Society in Maharashtra.

Hindustan Latex Family Planning Promotion Trust (HLFPPT)

Maharashtra Condom Social Marketing Project (MCSMP) is a condom social marketing program focused at the high-risk areas mapped within the 22 high HIV prevalence districts in Maharashtra. The project is funded and supported by the United States Agency for International Development (USAID) for four years from April 2007 to June 2011.

HLFPPT began implementation of the Maharashtra Condom Social Marketing Program (MCSMP) in April 2005 in close association with the Avert Society, MDACS, MSACS, JHU, HLL, PSI, DKT, BMGF and other NGO Partners.

The close association resulted in execution of various activities such as strengthening access to condoms in high-risk areas through sensitization of Non-Traditional Outlets (NTOs) and introduction of Condom Vending Machines (CVMs). To increase consistent condom use, MCSMP also implemented a generic condom promotion “Condom Vapra” campaign by introducing a cultural icon “Bhau” representing Safe Sex Behavior. The campaign contributed substantially in ensuring that the stagnating condom market moved onto a growth trajectory.

Communication initiatives under the “Condom Vapra” campaign including the mass media, were focused on the high risk areas and most at-risk populations. The mass media campaign was adopted by NACO and broadcast on all major TV channels.

Thus in MCSMP 2007–2011, HLFPPT will be focusing on sustaining the momentum generated in the first phase and ensuring consistent condom use among the most at-risk population. The major objectives of MCSMP are:

To enhance access of condoms for most at-risk populations, through focused distribution initiatives in high risk areas.
To enhance demand of condoms among the most at risk population and promoting safe sexual behavior among young population at risk.
To pioneer innovations at the ground level for ensuring protected sex by the most at-risk populations.
To enhance capacity of state partners and NACO in steering condom programming.

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