Avert Society in collaboration with various partners, has developed a detailed HIV communication plan for Maharashtra. The strategic communication plan includes three distinct integrated components:
- Advocacy.
- Behavior Change Communication.
- Community Mobilization.
Health Communication Partners (HCP), John Hopkins University (JHU) is the Technical Support unit for Avert Society, and provides guidance in planning and implementation of communication strategies at the district level.
Communication plays a vital role to promote behavior change & community mobilization.
Keeping in mind the level of understanding, knowledge, attitudes and practices of the target group towards HIV/AIDS, Avert Society has developed different Behavior Change Communication (BCC) materials, to address stigma & discrimination, community mobilization, increasing uptake of clinical & condom services and condom promotion.
Care and support interventions implement BCC for positive prevention, linkages to other care, support, OI, ARV, PPTCT and treatment services, and address stigma and discrimination, based on the theme of intervention.
There was a need to foster positive behavior change among the people of six district of Maharashtra, as well as in their knowledge and attitudes towards HIV/AIDS.
Avert Society works at three levels:
Inter-personal communication - Here BCC material is developed and utilized in one-to-one & one-to-group interactions with the community. This creates an enabling environment to increase the uptake of STI/STD services and condoms.
Mid Media Activities - This comprises street plays, edutainment and infotainment done through various activities. This makes the massage more entertaining, so that it holds the target groups attention.
Throughout the six districts, these activities take place on daily basis, on bazaar day, woman’s day, during jatras, World Aids Day and other such marked days.
Mass Media Activities - These are done through advertisement or tie ups with the print media, radio and television. To generate awareness at the district and state levels, Avert Society along with the Communication Partners (HCP) - John Hopkins University (JHU), has developed radio spots and clips which carry messages on care and support and ICTC.
Avert Society also runs a helpline called ‘Saadhan’, which is operated by our partner Population Services International (PSI).