Activities

Information, Education and Communication
BACKGROUND:
It was realized that information, education and communications on HIV prevention, treatment, care and support is packed with involvedness, primarily due to lack of information on diversity of languages and dialects spoken in Maharashtra. These factors have seriously impeded IEC activities among various target audiences in Maharashtra. Hence efforts have been taken to ensure comprehensive approach to reverse the epidemic in line with NACO strategic plan.
Maharashtra State AIDS Control Society (MSACS) along with Mumbai Districts AIDS Control Society (MDACS) and Avert Society have used mass media, outdoor campaign and mid media activities to raise awareness among core group, bridge population and general population. Mainstreaming initiatives have been given high priority involving State Rural Health Mission, Health and Family Welfare Department, Self Help Group, Auxiliary Nurse Midwife, PRI, Police Personnel and Community leaders etc. This would further be scaled up in the forthcoming years to achieve the desired key results. 
KEY FOCUSED AREAS FOR IEC DURING 2010-11:
It was observed in the start of the year that IEC materials developed previously at times do not focus a desired call to action message among target audiences and in the absence of Adolescent education program (AEP) formation of Red Ribbon Clubs (RRC) was felt very important to involve youth in various HIV prevention program. These important key findings have been incorporated during 2010-11 IEC activities.
IEC activities during the year 2010-11 have supported the following major components in terms of disseminating the right information to target audiences and also generating demand through on-ground communications activities to avail various services.

1. ICTC/PPTCT promotion 
2. Strengthening linkage services at different levels
3. Promotion of pre ART registration and ART services
4. Promotion of Blood safety and blood donation
5. Promotion of consistent condom use 
6. Establishing Red Ribbon Clubs
7. Implementation of Tribal action plan
8. HIV/AIDS mainstream component
9. State level communication campaign for migrants

In addition to the above scheduled activities, MSACS in partnership with MDACS, Avert and other state lead partners organized special events to commemorate International Youth Day, Red Ribbon Express visit, World AIDS Day and International Blood donation Day etc.
IEC activities have been aligned so as to synchronize with the theme (Blood Safety, PPTCT, ICTC, STI, Condom Promotion, Youth HIV-TB and Stigma & Discrimination) calendar of National AIDS Control Organization (NACO). This has ensured enabling environment by reinforcing the key messages and facilitated effective behavior change among intended target audiences.

IEC ACTIVITIES BY MAHARASHTRA STATE AIDS CONTROL SOCIETY
IEC activities have been carried out using all three following mediums to ensure effective impact among various target audiences across Maharashtra.  

1. MASS MEDIA:  Major activities using TV and Radio were planned by NACO throughout the year concentrating on different.
1. Television – long format: Sequence of sessions at different intervals (12 programs in the long format version on TV according to the NACO thematic calendar) has been carried out in Door Dharshan (DD) on various themes. It was usually on a long format mode where HIV/AIDS specialist/Doctor invited to host the session. Helpline was promoted to make clients to call and ask their doubts.   It was a live telecast not exceeding 30 minutes per session. Helpline call rate was fixed as an indicator to measure the impact of this particular activity and it was noted that even after these live shows more calls have landed in the following weeks.
2. Radio-long format: “Jeevabhavachi Naati” case studies of PLHA have been broadcasted through 13 episodes and “biblike bol” is currently being aired through 52 episodes (once in a week covering the entire year). Helpline call rate was fixed as an indicator to measure the impact of this particular activity and it was noted that even after these live shows more calls have landed in the following weeks.
3. Print media

1. News paper advertisement: Advertisement was given in ten top circulated leading newspapers (Pudhari, Maharashtra times etc) on different themes (Blood Safety, PPTCT, ICTC, STI, Condom Promotion, Youth HIV-TB and Stigma & Discrimination) in equal intervals and also on special occasions (International Youth Day, Red Ribbon Express visit, World AIDS Day and International Blood donation Day etc). Helpline was promoted as part of this campaign and hence it remained as a proxy indicator to evaluate this campaign.

2. OUTDOOR CAMPAIGN: 
1. Wall writing:  MSACS has chosen rural areas for this exercise and adopted NACO developed messages for wall writing, ICTC and consistent use of condom has been promoted through this campaign among rural population. As part of this campaign, nearly 1790 Village Panchayat in Satara district of Maharashtra being covered.
2. Bus panel: Bus panel activity at urban towns (30%) and rural (70%) places are being carried out covering nearly 1000 state transport buses across Maharashtra for the period of two months. This campaign complements the on-going state level communication campaign for migrants.
3. Electronic display: NACO developed electronic messages (AV spots) have been advertised covering 66 state transport bus depots which caters to both migrant as well as non-migrant districts. This was scheduled for two months. 
4. Railway signage: Railway signage is one of the medium which gets exposed to large number of target audience in Maharashtra. There are three divisions prioritized where migrants’ traffic was high and covered all 48 Railway stations for the period of two months.
5. Hoarding at civil hospital: Permanent hoarding with different themes have been installed at 33 civil hospitals throughout the year following NACO annual theme calendar.

Mounted at 33 civil hospitals

3. MID MEDIA
1. Interpersonal communications (IPC): Outreach workers (ORW) working with different target audiences such as Migrants, FSW and MSM have been equipped with periodic training program to carryout the IPC activity. Tools such as “Flipchart” leaflet have been ensured to facilitate effective behavior change.
2. Street theatre: A total of 1800 shows being carried out covering 15 high prevalent districts for the period of two months. 15 teams have been recruited and provided three days residential state level training program on “Migrant” theme involving Dr. Kulsange, (Deputy Director, Western Region) and other state trainers identified by NACO.

State level training of “Folk Artistes”   

Street Theatre performance at village

3. Mobile ICTC Van: Five ICTC mobile vans have been made available during state level communication campaign for migrants’ at strategic locations. It served dual purposes such as providing HIV testing services and distribution of leaflet/handout to target audiences.  This particular activity was outsourced through Population Services International (PSI).

Leaflets/ handout/ posters/stickers: MSACS had replicated materials for service delivery component as well as for other

1. demand generation activities. Leaflet for state level communications campaign for migrants was made available for all TI NGO as well as partner organizations involved in the campaign.

         
Exhibition stall Branded collapsible kiosks          Prevention of Parent to Child Transmission

1. Helpline promotion: Helpline managed by PSI has been promoted in the entire medium throughout the year across the state. Though it received fractional financial support from Avert to meet the operational cost, MSACS has supported in the promotional campaigns.

1. Exhibitions/Events: MSACS participated in exhibitions organized by Dept. of Rural development for self help group members at Ahmednagar, state level sports competition at Yavtmal and youth festival organized by TATA Institute of Social Sciences (TISS). Stall activities have been carried out during the launch of state level communications campaign for migrants, International Youth Day, Red Ribbon Express visit, World AIDS Day and International Blood donation Day.

Blood Safety
Objectives
	To ensure availability and safety of blood to the blood banks.
	To create awareness and motivate people for voluntary non – remunerated blood donations. The status of Registered Blood banks including Mumbai since 1999 is as follows

Model Blood Bank

1. Medical Collage and Hospital, Nagpur