Success of IEC in Public Health Programme (A case Study of NACO)

1. Success of IEC in Public Health Programme(A case Study of NACO) ALOK SAXENA JOINT SECRETARY MoHFW

2. The challenge… where we were!! Late 80s and Early 90s

3. Where we have to go 2030 SDG Goal 3, Target 3.3 End the epidemic of AIDS Fast Track Targets • Reduce new HIV infections by 75% (Baseline 2010) • Achieve treatment targets of 90-90-90 • Eliminate HIV-related stigma and discrimination • Eliminate Mother to Child Transmission of HIV & Syphilis 2020

4. Programme pillars under NACP • Targeted Interventions & Link Worker Scheme • Implemented by NGO/CBO • Service delivery through Peer-led approach • Provide condom, needle & syringes, Opioid Substitution Therapy for IDU, STI/RTI services • Referral for HIV counseling, testing & treatment • Revised Migrant Strategy at Destination, Transit & Source • Employer-led Model for informal labour • Link worker scheme in rural areas to reach out to vulnerable groups, migrants & their spouses • ICTC & PPTCT • Single window access for HIV services • Free counseling & testing for HIV; Reinforcing HIV prevention & linking positives with ART • Facility-integrated – CHC/PHC & PPP Model • Close linkages with TI, STI, ART & TB centre • HIV counseling & testing to all pregnant women as a part of antenatal care • Promotion of institutional deliveries • More efficacious ARV prophylaxis to HIV positive pregnant women, to prevent parent to child transmission of HIV • STI/RTI Services & Blood Safety • Syndromic case management of STI/RTI • Standardisedcolour-coded drug kits • Branding of STI Clinics as ‘Suraksha’ Clinics • Regional STI centres for lab diagnosis • Integrated STI/RTI prog. With NRHM • Compulsory licensing of blood banks • Mandatory screening for 5 TTDs • Promotion of voluntary blood donation & use of blood components • Support a large network of blood banks, blood component separation units & blood storage centres • IEC & Mainstreaming • IEC for behaviour change & demand generation for HIV/AIDS services • Multimedia approach (use of mass media, mid-media, out door and inter-personal communication) • Red Ribbon Clubs & Adolescent Education Programme in Schools & Colleges • National Helpline • Mainstreaming with other ministries/ depts., industry, corporate & private sector • 12 MoUs signed b/w NACO & other depts. • Condom Promotion • Condoms promoted for triple benefits • Free distribution through govtcentres & Targeted Interventions (TIs) • Social Marketing in high priority districts • Focus on non-traditional condom outlets in rural areas, TIs & Truck halt points • Supported by strong mid-media & inter-personal contacts • Significant scale up of condom off-take • Care, Support & Treatment for PLHIV • 425 ART centres, 870 Link ART centres & 17 Centres of Excellence • Free 1st & 2nd line ART; 3rd line announced • Free CD4 testing & lab investigations • Early Infant Diagnosis & Free Paediatric ART • Prevention & treatment of Opportunistic Infections including TB • Linkages to social sector schemes through Community Support Centres 1,361 Surveillance Sites Covering all districts IEC IEC

5. Information Education The change catalyst ……….. Communication Thrust Areas NACP IV NACP III NACP II NACP I

6. Who are our audience? What is their KAP? • What are their risks, vulnerabilities for HIV? • What are barriers & opportunities for change? The Strategic Design Audience

7. NFHS for general population Behaviour Sentinel Surveillance (behaviour of HRGs) IBBS for High Risk Groups Evidence for IEC India HIV Estimates for prevalence HIV Sentinel Surveillance(major biological)

8. Target Group . 01 02 Vulnerable Population General Population High Risk Groups Bridge Population HRGs 15-49 years , Special focus on Women & Youth Truckers and Migrants Out of School Youth, Prisoners Female Sex Worker, Male Sex Male, Injecting Drug Users, & Trans Gender BridgePopulation 03 Other Vulnerable Groups and General Population 04

9. Optimizing communications channels by risk profile Increasing risk Decreasing intensity, more scope

10. IECObjectives: Behaviour Change – Demand Generation – Reduction of Stigma & Discrimination

11. National Level Strategic planning for National & State level IEC &Mainstreaming activities Creative development Execution and implementation of mass media campaigns Monitoring of State AAPs Programme Evaluation Helpline ICT Digital Resource Centre MOUs & JWGs Events State Level Planning and implementation AAP Adaptation of creative Implementation of outdoor and mid media activities including Folk shows Organizing events Youth interventions Training and Mainstreaming activities Roll out of MOUs & JWGs

12. Media Campaign Selection of theme Creative of the campaign Selection of Media channels Preparing Media Brief Finalization of Media Plan Execution of the campaign Monitoring of the campaign Mid-course corrections if required Assessment

13. Thematic areas HIV & Youth Prevention of Parent to Child Transmission Stigma and Discrimination HIV Testing Condom Promotion STI Treatment Voluntary Blood Donation 7 thematic areas for to increase awareness, demand generation for services and HIV prevention

14. From Donor supported To In House Creative Development Regional Language Translation Creative development (TVC, Audio Spot, outdoor creative) Step Step Step Step Development of Concept note with problem statement, objective and expected outcome of the of the campaign Briefing to the creative agency Presentation on the script. Approval on the script

15. Media Brief & Media Plan NACO shares media plan with agencies focusing upon major factors like: Target Audience Market 01 02 03 04 Budget Medium & Duration Agencies submit the Media Plan as per requirement in the Media Brief

16. Media utilized during the Campaign

17. Reaching virtual target groups….. . @NACOINDIA @NACOINDIA @NACOINDIA

18. Monitoring & Assessment of the Campaign • Media plans are shared with SACS to: • Sync National & State level campaigns • Monitoring of campaigns by SACS officers at State level • Installation pictures of Start & End day of Outdoor Campaign are shared by agency • Weekly report of digital media • Third party reach & recall study of the Campaign

19. Specific Interventions/Innovations • Targeted Interventions & Link Worker Scheme • Implemented by NGO/CBO • Service delivery through Peer-led approach • Provide condom, needle & syringes, Opioid Substitution Therapy for IDU, STI/RTI services • Referral for HIV counseling, testing & treatment • Revised Migrant Strategy at Destination, Transit & Source • Employer-led Model for informal labour • Link worker scheme in rural areas to reach out to vulnerable groups, migrants & their spouses • ICTC & PPTCT • Single window access for HIV services • Free counseling & testing for HIV; Reinforcing HIV prevention & linking positives with ART • Facility-integrated – CHC/PHC & PPP Model • Close linkages with TI, STI, ART & TB centre • HIV counseling & testing to all pregnant women as a part of antenatal care • Promotion of institutional deliveries • More efficacious ARV prophylaxis to HIV positive pregnant women, to prevent parent to child transmission of HIV • STI/RTI Services & Blood Safety • Syndromic case management of STI/RTI • Standardisedcolour-coded drug kits • Branding of STI Clinics as ‘Suraksha’ Clinics • Regional STI centres for lab diagnosis • Integrated STI/RTI prog. With NRHM • Compulsory licensing of blood banks • Mandatory screening for 5 TTDs • Promotion of voluntary blood donation & use of blood components • Support a large network of blood banks, blood component separation units & blood storage centres • IEC & Mainstreaming • IEC for behaviour change & demand generation for HIV/AIDS services • Multimedia approach (use of mass media, mid-media, out door and inter-personal communication) • Red Ribbon Clubs & Adolescent Education Programme in Schools & Colleges • National Helpline • Mainstreaming with other ministries/ depts., industry, corporate & private sector • 12 MoUs signed b/w NACO & other depts. • Condom Promotion • Condoms promoted for triple benefits • Free distribution through govtcentres & Targeted Interventions (TIs) • Social Marketing in high priority districts • Focus on non-traditional condom outlets in rural areas, TIs & Truck halt points • Supported by strong mid-media & inter-personal contacts • Significant scale up of condom off-take • Care, Support & Treatment for PLHIV • 425 ART centres, 870 Link ART centres & 17 Centres of Excellence • Free 1st & 2nd line ART; 3rd line announced • Free CD4 testing & lab investigations • Early Infant Diagnosis & Free Paediatric ART • Prevention & treatment of Opportunistic Infections including TB • Linkages to social sector schemes through Community Support Centres 1,361 Surveillance Sites Covering all districts IEC

20. Helpline

21. Helpline Operational 24X7X365 Toll free number across India • Confidential & Anonymous Trained & experienced counselors • 12 languages - Hindi, English & 10 regional languages • Over 28 lakhs calls received • till yesterday

22. Red Ribbon Express (3 Phases) Objectives of RRE Mission

23. Reach

24. National Folk Media • Standardized operational guidelines, implementation plan, monitoring plan • State level training of folk troupes. Formation of District Support Teams for ground level support and Extensive monitoring proved successful. • Standardized scripts & messages. • Key Messages: HIV transmission, prevention, care, support, treatment, HIV testing, PPTCT, stigma & discrimination • Coverage: 7348 performance reached more than 1.41 crore people in 2018-19 • Participation of PLHIV networks, TI, LWS, DAPCU and other local partner

25. First Grand Finale North East Multi-Media Campaign was organised by National AIDS Control Organisation (NACO) & hosted by Nagaland State AIDS Control Society (NSACS) on 18th Feb 2019, at Khuochiezie, Local Ground, Kohima, Nagaland. North East Multi Media Campaign The event was a big success. More than 10,000 people participated.

26. North East Multi Media Campaign way forward: • All winning bands from 8 north eastern states disseminate the messages on HIV/AIDS at village/block/district level. • Looking at the success of the event, it would be proposed to conduct such regional level events across the SACS for spreading the messages on HIV/AIDS through music.

27. Youth Interventions Red Ribbon Clubs Adolescence Education Programme Orphan & Vulnerable Children Out of School Youth Programme • Target Audience – College students. Programme is being implemented in more that 12500 colleges. • Implemented in more than 55000 schools. • The AEP continues to be suspended in UP, MP, and Maharashtra. In collaboration with FHI 360, NACO implements OVC Project for children of key population. • Target Audience – out-of-school including unemployed, street and school drop-outs in the age groups • Strategy is being developed in consultation with states.

28. Cannes Lion 2009 Int. Advertising Festival -  Bronze Lion in the Media category, 2009 -  Finalist in the Direct Response category, 2009  Festival of Media, Valencia, 2009 - Gold in Social Campaign category, 2009 Highly Commended at the AIB Awards for the entire campaign (internal BBC Global News award worldwide)  Ringtone campaign rated by CNN.com as the most innovative of top 5 condom promotions in the world Stolen Moments TV ad - Global Award 2011 given at Global Health Council (GHC) Awards Stolen Moments TV ad chosen by the Int coveted SHOTS show reel as one of 5 TV ads from India Risk Perception Condom Normalization RECOGNISTION Selected as exhibit at Paris-Bombay-Delhi, show on contemporary Indian Art at the national museum of France, the Pompidou Centre, Paris in July – September 2011 Birthday Boy TV ad -Finalist in Goa Fest 2010 Kabaddi Campaign Blood Donation

29. 4 E....Key learnings Engage Evolve Execute Evaluate •  Technical Resource Group • Development partners • Community • Data driven • States • Decentralization • Innovate • Share • Reinvent • Creative development & Media planning and buying - Best agencies in the private domain competitively selected for both. • Synchronized plan for state national and state level activities •  Reach and recall • Baseline, Mid term and end line assessment of activity • Programme target vs achievements Finance

30. Live life positively……