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Addressing Multiple Concurrent Partnerships in Namibia

Addressing Multiple Concurrent Partnerships in Namibia prepared by NawaLife Trust with funding from the US President’s Emergency Plan for AIDS Relief through USAID Namibia for the Take Control National HIV & AIDS Media Campaign February 2011. NawaLife Trust Background.

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Addressing Multiple Concurrent Partnerships in Namibia

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  1. Addressing Multiple Concurrent Partnerships in Namibia prepared by NawaLife Trust with funding from the US President’s Emergency Plan for AIDS Relief through USAID Namibia for the Take Control National HIV & AIDS Media Campaign February 2011

  2. NawaLife Trust Background

  3. Background & Introduction to NawaLife Trust • Namibian NGO • Development and implementation of innovative BCC interventions. • Unique blend of multi-channel interventions Community Mutually Reinforce National NawaOutreach NawaCinema NawaSport Mass Media New Media PR

  4. Background & Introduction to MCP Campaign • Most recently, the practice of MCP identified as one of the key drivers of the HIV-epidemic in Namibia.Evidenced based. • A priority for the national HIV/AIDS campaign, which has been implemented under the supervision of the MICT with the brand “Take Control” since 1999. • Joint effort • NLT Role: • Communication strategy development • Development of all mass media activities and materials of adult target group (25 – 49 year olds) • A fair part of interpersonal communication activities. • Qualitative Research (Pre/Post Testing)

  5. The Take Control MCP Campaign Partnership A joint effort.

  6. Campaign Background & Objectives

  7. The Break the Chain Campaign • The “Break the Chain”(BtC) campaign was launched through the Take Control partnership on World AIDS Day (December 1, 2009). • The BtC Campaign is divided into two phases: • First phase: • Aims to create understanding and top of mind risk awareness regarding sexual networks, concurrency and associated HIV risk. • Second phase: • Focuses on “breaking free” from sexual networks by promoting risk reduction strategies • i.e. partner reduction, with condom messages as a secondary option.

  8. Phase 1: Creating awareness of sexual network risks.

  9. Phase 2: Introducing risk reduction strategies

  10. Implementation

  11. A multi-channel approach: Mass

  12. A multi-channel approach: Small media & IEC

  13. A multi-channel approach: New Media

  14. A multi-channel approach: Activations

  15. A multi-channel approach: Interpersonal Communication Sessions

  16. A multi-channel approach: Interpersonal Communication Sessions

  17. A multi-channel approach: Targeted communication for young people

  18. A multi-channel approach: Other formats • On behalf of MICT and MoHSS, NLT engaged with traditional leaders in Namibia’s northern and • central regions of Namibia on campaign messages. In Caprivi – the region with the highest • prevalence of polygamous unions – initial conferences were followed up with community • conversations at the respective seats of the tribal authorities. • As a result, traditional leaders bought in and rallied to support the “Break the Chain” campaign andspoke out on the issue in radio and TV messages as well as in their community meetings. • In addition, a series of presentations are given to key decision makers at media forums, large • companies, municipalities etc.

  19. Initial Impacts

  20. Qualitative study in 5 communities plus discussion with PLHIV found… • High reach 78% - On Television (TV) 72% - On the radio 55% - In a newspaper 31% - On a billboard/bus shelter 20% - From a leaflet/flyer 7% - From NGO in community 6% - During an event 6% - Other; e.g. T-Shirts and Stickers 1% - On the internet (n = 87)

  21. Qualitative study in 5 communities plus discussion with PLWH found… • Perception that campaign was ‘new and different’ F: The campaign was something new, usually we hear about the spread of AIDS but then you just think that it is my boyfriend that will give it to me. But where did he get it, we did not know about the chain.

  22. Qualitative study in 5 communities plus discussion with PLWH found… • Allowed people to reassess risk and vulnerability M: It actually raised a few eyebrows… I started wondering if my partner was having other partners. And I thought about my own chain. And then I realized this chain can become very long. My chain was not that long… I am a guy. And I am expected to be like this, for the ego’s sake. So I know that I had a couple of girls. But I do not know how many partners they might have. F: The first day I saw it… We were watching TV, me and my boyfriend. And then we saw this ad on TV. And then we started looking at each other… I asked him what it means to him. He said he does not know. I wanted to know if he was having other partners or if it was only me.

  23. Qualitative study in 5 communities plus discussion with PLWH found… • Heightened risk awareness – and how it affected people F: The first time I saw it on the TV, it shocked me. I was shocked to see how people put themselves at risk. F: When I saw that picture for the first time, in my mind I feel not so good, I think myself, I also connect in this or my partner, I don’t know. I feel so bad, and I ask myself many questions. M: When I saw it I kept questioning myself, but I don’t want to think about the questions or answer the questions it might end up in anger. So I choose not to think about it for now.

  24. Qualitative study in 5 communities plus discussion with PLWH found… • Initial reactions among people living with HIV M: Ja, when you see that campaign, it makes you reflect back, even from the time where you were infected up to now. You can see that sometimes you are having sex with someone with or without a condom but then you can see that you are still connected to the sexual network but really it has somehow opened our minds and it reminded us to stay on the right track.

  25. Qualitative study in 5 communities plus discussion with PLWH found… • Understanding key concepts over time F: This campaign is very straightforward, it draws it out for you, and clearly shows who connects to whom. It does not give you a double message, that why most of us do understand the message. M: On the radio you cannot really understand what they are trying to say to you. But on the TV it is very clear. And if you do not understand English, you can still look at the pictures to see what it all means. But on the radio you cannot see anything.

  26. Qualitative study in 5 communities plus discussion with PLWH found… • Understanding Sexual Networks F: You and your partner and your partner’s partner… And then you have another partner. Say we are in a relationship, then he cheats on me and I cheat on him. But little did I know the guy I cheat on also has another girlfriend. And so on…

  27. Qualitative study in 5 communities plus discussion with PLWH found… • Understanding ‘Passive’ Risk F: It depends on your partner. If your partner has another partner you are also part of the network. But if it is just the two of us, we are not connected.

  28. Qualitative study in 5 communities plus discussion with PLWH found… • Reported Behaviour Change M: Once there was a day my girlfriend told me about this thing, she asked me “Who are you connected to”, and she spoke to me about this thing and it was very serious. You know, most of the time it is a joke, but when she came to this thing she was very serious, and then I thought maybe God sent her that day, because that specific day, that specific night I had a date with another woman in Swakopmund and that time I was thinking of lying “I’m quickly going to a friend,” lying as usual. But just that day, after our talk, while in the shower getting ready for my date I thought about my plans and realized, that it was not worth it. So I can say for myself, when this came out, I changed.

  29. Lessons Learnt • The high levels of message comprehension and retention directly linked to repeat exposure appears to justify the scope and intensity of the mass media piece of this multi-channel campaign. • Indications are that targets of creating top of mind awareness of MCP risk and understanding sexual networks, related HIV risks and risk reduction strategies are well in reach. • The “Break the Chain” campaign has entered the daily discourse of many participants and resulted in some first behaviour change. • Building on these gains, it can be hoped that Phase II – which includes a large scale rollout of IPC activities – will deepen the understanding of MCP and facilitate further risk reduction behaviour. • A full evaluation – including quantitative methods – is currently underway.

  30. Thank You Request the full report of Mid Campaign Review in PDF format from abigail@nawalife.org. Learn more about the campaign at www.takecontrolnamibia.tumblr.com.

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