Rajasthan has a low HIV prevalence but high vulnerability. Most women and men receive information about HIV from television and radio. IEC (information, education, communication) aims to promote positive behaviors and develop communication strategies. The objectives of IEC include motivating behavior change, raising awareness, reducing stigma, and creating an enabling environment. Key IEC components include mass media campaigns, condom promotion, and mainstreaming HIV issues into various government agencies and corporations. Mainstreaming is addressing HIV/AIDS internally and externally in all sectors. Examples of successful mainstreaming in Rajasthan include incorporating HIV issues into government trainings and having corporate organizations install condom corners.
1. IEC & Mainstreaming
Rajasthan State AIDS Control Society
Ashok Raisinghani, Project Officer, SMU
Rajasthan
2. Where is the epidemic?
Numbers – 2.5 million
Women – 38.4%
Rural – 57%
Rajasthan has a low prevalence but high
vulnerability in terms of HIV
3. Source of AIDS Knowledge among Women
and Men
Percent of women and men 15-49 who received information from
specific sources
37
Radio 55
80
Television 80
5
Cinema 12
27
Newspaper/magazine 52
11
Poster/hoarding 32
Women Men
6
Health worker 12
32
Friend/relative 44
8
School/teacher 9
14
Other sources 19
2005-06 National Family Health Survey (NFHS-3)
4. IEC is a process….
Of working with individuals, communities
and societies to:
• Develop communication strategies to
promote positive behaviors which are
appropriate to there setting
5. Following are the objectives of IEC.
• Motivating behavioral changes
• Raising awareness
• To increase STI treatment seeking behavior.
• Generate demand for health and ICTC services.
• Reduce stigma and discrimination and building
supportive environment.
• Create an enabling environment for prevention as
well as institutional and community care and
support.
• Concept of ABC (abstinence , Be faithful,
Condomise)
• Concept of Mainstreaming
• Promotion of voluntary blood donation
6. Key Components…
• Mass and Mid media ( to create
awareness, remove myths and to promote services )
• Condom Promotion (free supply & Social
Marketing, 3.5 billion till 2012)
• Red Ribbon Club ( targeting youths through
colleges)
• Mainstreaming ( focusing on Govt agencies,
Corporate and non HIV CSOs)
7. SMART:
Specific (what and who)
Measurable (something you can see,
hear or touch – usually expressed
with an action verb)
Area specific (where)
Realistic (achievable)
Time-bound (when)
8. A variety of Channels, Media and Techniques
are used for communicating messages at the community level.
• Electronic Media: Films, Radio Programmes,
Radio Spots, Audio Tapes, TV Programme, TV
Spot, Slides etc.
• Print Media: Books, Booklets, Folders and
Leaflets, Letters, Newspapers, Advertisements,
Press release, Posters, Kiosks, Photographs, Flip
Book Hoardings, Magazines; Newsletters etc.
• Mid Media: Folk & Traditional Media Song, Dance,
Drama, Puppet Show, Street Play, Nukkad Natak,
etc.
• Publicity Campaigns, Awareness Campaigns,
Web messages, Exhibitions etc.
9. AIM: To halt and reverse the spread of the HIV/AIDS epidemic in INDIA by
2012.
10. Mainstreaming is
“the concept of addressing HIV & AIDS
both internally and externally in all
sectors, at all levels, particularly
where the pandemic might not
ordinarily be addressed.”
12. Extra mileage… Trainings on Mainstreaming of HIV
•ANMs/AWW/ASHA/Others: 3750
Achievement in Govt.
•Corporate: 1162
sector
• Department of Panchayti Raj /
•Govt officials of focused dept.1732
Department of Tourist has
incorporated HIV issue into
there ongoing trainings •Non HIV NGOs 224
One Migrant Information
•
Centre at Jaipur (Urban
Success in Corporate sector
Development)
During Follow up Government
•
officers from 6 focus ministries, • Jaipur Ceremic Pvt. Ltd
11 Non HIV NGOs and 6
• Rajasthan Chamber of Commerce
Corporate have signed
(RCCI)
Declaration for Mainstreaming
of HIV at their office level. In • Fortis Escort
the addition of above given
• Jindal Industries Pvt. Ltd
activities, 6 Focus Ministries, 8
Non HIV NGOs, 4 Corporate • Sab Miller
have installed CONDOM
• 93.5 SFM
CORNERS at their premises.
• Marble Association
Notas del editor
Information means tellingsomething to an individual abouta person or a thing or a subject.Education is a gradual process oflearning through which a persongains knowledge andunderstanding of a subject.Communication is a two wayprocess of giving information orsharing ideas between two or morethan two persons.Information means tellingsomething to an individual abouta person or a thing or a subject.Education is a gradual process oflearning through which a persongains knowledge andunderstanding of a subject.Communication is a two wayprocess of giving information orsharing ideas between two or morethan two persons.
Motivating behavioral changes in the cross-section of identified populations at risk, including the core groups (IDUs, MSMs, and FSWs) and the bridge population groups (clients of sex workers, migrants and truck drivers). Raising awareness about the risks and need for behavioral change and use of condoms among the youth as well as general population.
