Professional Documents
Culture Documents
PSS, Hyderabad
1. INTRODUCTION
The story of HIV/AIDS in India is a little more than two decades old. The
scourge has taken its toll in a big way attracting the attention of all the
sections of society and the Government almost along the other affected
countries.
India’s initial response to the HIV/AIDS challenge was in the form of setting
up an AIDS Task Force by the Indian Council of Medical Research (ICMR)
and a National AIDS Committee (NAC) headed by the Secretary, Ministry of
Health. In 1990, a Medium Term Plan (MTP 1990-1992) was launched in
four States, namely, Tamil Nadu, Maharashtra, West Bengal and Manipur
and four metropolitan cities, namely, Chennai, Kolkata, Mumbai and Delhi.
The MTP facilitated targeted IEC campaigns, establishment of surveillance
system and safe blood supply.
In November 1999, the second National AIDS Control Project (NACP-II) was
launched with World Bank credit support of USD 191 million. Based on the
experience gained in Tamil Nadu and a few other states along with the
evolving trends of the HIV/AIDS epidemic, the focus shifted from raising
awareness to changing behaviour, decentralization of programme
implementation at the state level and greater involvement of NGOs.
The policy and strategic shift was reflected in the two key objectives of
NACP-II:
In spite of all the efforts, it is noticed that the incidence of the disease has
not given any hint of downward trends. The number of people living with
HIV/AIDS (PLHA) in India is estimated to be 5.2 million (0.88%), the second
largest in the world. Over the years the virus has moved from urban to
rural and from high risk to general population disproportionately affecting
women and the youth.
With 76.2 million people as of the 2001 Census, Andhra Pradesh is India’s
fifth most populous state. It is also considered one of the country’s six
high HIV/AIDS prevalence states. The others are neighbouring Karnataka,
Maharashtra, and Tamil Nadu, along with Manipur and Nagaland.
According to the 2001 Census, 27.3 percent of the state’s population lives
in urban areas and
60.5 percent of the population, ages 7 and higher, is literate. The annual
sentinel site surveillance programme is the main source of data regarding
the level of HIV infection in the state. The state’s series of HIV Risk
Behaviour Surveillance Surveys (BSS) are also an important source of
information on the factors affecting the spread of the disease and are a
basis for assessing the impact of prevention programmes.
With the growing complexity of the epidemic, there have been changes in
policy frameworks and approaches of the NACP. Focus has shifted from
raising awareness to behaviour change, from a national response to a
decentralized response and an increasing engagement of NGOs and
networks of people living with HIV/AIDS.
The Andhra Pradesh State AIDS Control Society (APSACS) was established
in 1998 as a registered society. In keeping with the overall vision of NACO,
APSACS works to reduce the spread of HIV infection in Andhra Pradesh and
to strengthen the state’s capacity to respond to HIV/AIDS. To achieve this,
APSACS has adopted a multi-sectoral, multi-pronged approach.
• Targeted interventions
• Condom promotion
• Blood safety
• Training of police
• Workplace interventions
APSACS has found in their regular surveys that there is often a gap
between knowledge and behaviour. In July 2005, APSACS launched an
intensive, month-long AIDS Awareness and Sustained Holistic Action
(AASHA) Campaign. AASHA focused on promoting AIDS awareness,
strengthening service delivery, and increasing demand for HIV/AIDS-
related services by engaging all sectors of society, from government
agencies to individuals and families. The main goal of the campaign was
to deliver prevention messages to every home in Andhra Pradesh.
2.Importance of Communication
2. The messaging appears to be tiring out and failing to grab the needed
pointing to the need to not only revitalise the basic message of how
HIV/AIDS spreads and how it doesn’t but also go beyond the basic
message for more effective primary and sustainable behaviour change.
3. The IEC operational guidelines focused mainly on the IEC mass media
products/channels. Many of the emerging issues and priorities (e.g. PPTCT,
ART, sensitivity to PLHAs) did not adequately and timely get reflected in it.
It is said in the national document that “the IEC for awareness generation
is operationalised at two levels. At the national level, NACO is responsible
for policy, advocacy and strategy formulation and the framing of
guidelines for IEC activities countrywide and at the state level, the SACS
evolve their own IEC strategies according to local needs and priorities, a
review of the material and process points out a generality of approach.
Even though there has been some progress in awareness generation for
HIV/AIDS, it is clear that the IEC efforts and initiatives have yet to make
the desired impact. Several recent assessments, reviews and evaluations
(CMS 2003, World Bank 2004, IEC workshop 2003, SAEP workshop 2003,
Care and Support workshop 2003, Parliamentarians Forum Meeting 2003,
TI workshops 2004) have pointed out the good work done and achieved by
the IEC efforts, but has also noted the weakness, gaps and problems with
the same. The observations by the reviews and studies with regard to IEC
can be clubbed under three broad categories.
• Awareness about the links of STD and HIV need greater reinforcement.
• The earlier mandate of programs did not include care and support of
PLHAs; consequently little in the way of resources or attention was
directed to this.
• There is still need to check the fear and blame route of messaging,
which sometimes inadvertently creeps in.
• The advocacy activities and other events like the World AIDS Day have
largely remained reactive and isolated activities.
• The monitoring and evaluation system for IEC within the CMIS and
outside has not been used in any way for planning or design purposes.
It is evident that there is an urgent need to look at IEC from a new and
fresh perspective to make it more effective and result oriented.
Strategy paper very clearly identified the need for rationalising the IEC
activity.
It says, “It can be safely concluded that there are three dimensions of the
epidemic that need to be taken into consideration in the strategic
framework.” The areas are identified as social level, behaviour level and
medical level.
It is also noted that, at first, the IEC strategies that have been developed
and utilized over the years for the prevention and control of the HIV/AIDS
pandemic have been an evolving one. The document went on to add the
following statements.
“The focus of the messaging has been on the target populations that have
high spread and high risk behaviours. As a result of that the public
perception has also been shaped around the sexual route, the fear and the
danger syndrome in some ways has enhanced the stigma and impeded
the later message content and design for prevention.
Secondly, though there have been messages for removing myths and
misconceptions the phenomenon has not reduced. In fact the BSS clearly
shows that large percentage of populations, even in high prevalence areas
where there has been major communications efforts, the harbouring of
myths and misconceptions is high.”
However a quick analysis of the policy, material and the field reality leads
to the following observations.
IEC Planning:
There was no proper “Needs Assessment” done for each of the program
component of HIV/AIDS intervention for the IEC plan.
Facts learnt are not taken into consideration when plans of communication
are drawn.
There must be reasons worth a study for such the situation, but, the basic
purpose is not being fully served.
For example:
Analysis of the latest epidemic situation in the state revealed that no signs
of reversing the trend. The Coastal districts continue to dominate the
epidemic and there are newer districts showing increasing trend.
The prevalence of HIV among high risk groups, especially among MSMs
and IDUs is increasing.
The PLHAs getting registered for treatment in the ART centres showed
that still majority of them are having CD4 count levels <50 among the
adults at the time of registration. This is one of the major factors of
morbidity and mortality among PLHAs. It indicates that still people are
getting diagnosed at very late stage for HIV.
The death rate among those on ART is more than 10% and the lost to
follow up for the ART is also of similar range, which are quite concerning.
There are no specific IEC plans for the high risk / vulnerable groups.
Even though 60-70% of the population leaves in the rural areas, majority
of IEC plans are unable to reach the vulnerable section of the rural
population.
There are hardly any IEC plans with Community participation especially for
the HRG / vulnerable groups and rural population
Supply Chain:
The logistic supply for the IEC materials is done on an adhoc basis from
the state level. There is no proper supply chain management for the IEC
materials.
The impression obtained was also that the IEC materials were mostly
available in the service delivery points.
Though there is a monitoring plan for the IEC activities, it is not followed at
any level in the state.
There is lacking synergy among the various partners working for any
particular program.
No attempt has been made to mainstreaming the IEC activities with health
and other relevant departments for bringing synergy and better
acceptance in the field.
It was felt that the many times the posters sent from SACS, was difficult to
understand for the end users. It indicates that probably the IEC materials
were not field tested / piloted before being put to use.
Most of the materials available are still on Awareness creation among the
public. Very few of them concentrated on the service delivery points, the
package of services available and referral flow of the patients / PLHAs.
The overloading of the clients at the service delivery points hinders the
counseling / information dissemination especially at ICTC / ART centre
level.
4. Revised strategy
It is well known and well documented that the root cause of the scourge,
namely, the HI Virus keeps changing and makes the challenge of medical
intervention that much harder.
III. The priorities made on the basis of certain observations are proving
to be impractical now.
V. Last but not the least we have a much broad based mechanism to
deal with the communication process now.
The recently added Link Worker scheme is a strong pointer towards the
necessary course correction in the process of behaviour change
communication.
Through the new set up a clear emphasis can be brought in the direction
and style of both BBC and IEC.
The LWS will cover young people. Link Worker Scheme has been designed
to help the key functionaries of SACS, DAPCU and NGO in implementing
the Scheme. This is mainly to address all risk groups and sub
populations. In order to saturate all high risk and highly vulnerable groups
with prevention and essential services, there is a felt need to establish an
appropriate low-cost structure that could provide prevention, care and
support services to them. There is an urgent need to de-stigmatize HIV
infection through effective community dialogue. With increased risk
perception and diminished stigma, utilization of the health infrastructure is
expected to be strengthened under NACP III.
(They have a ready explanation in ironing out the differences between the
rural and urban targets. This calls for some new thinking.)
Medak
Poverty
Lack of education
Labourers
Karimanagar
Poverty
Lack of education
Guntur
Affluence Vs Poverty
Morality standards
HIV and AIDS raise challenges related to stigma and discrimination, public
and private morality and ethics, sexuality, gender and power – all of which
have important cultural and social dimensions. Targeting individuals is
necessary, but, not enough. It is increasingly recognised that complex
social challenges such as HIV and AIDS need a holistic response beyond
conventional 'behaviour change communication'. Recent thinking in
development communication has attempted to take social context and
culture more seriously. ( Culture and HIV/AIDS: a Cultural Approach to
Prevention and Care is a joint UNESCO and UNAIDS initiative.1)
As part of the UNESCO and UNAIDS work on culture and HIV and AIDS a
roundtable meeting on stigma and discrimination in 20026 highlighted the
way stigma is rooted in and reflects existing social inequalities, and
pointed to a need for close examination of the 'local dynamics of
discrimination and solidarity' in any setting. Key 'cultural resources' to
fight against discrimination have often been devised by people infected or
affected by HIV. At the same time, constraints of poverty can elicit
reactions of denial and avoidance for those facing the prospect of death of
family or friends8 – the same reactions anthropologists have found in
relation to infant mortality.
This is exemplified by the very fact that we depend heavily on the cultural
formats for communication. Interestingly we borrow the many widely
accepted formats and use them on all sections of people without
considering their preferences. We look at the efficacy which is sometimes
misleading. Interestingly the cultural variations and sensitivities are rarely
considered important when it comes to the other aspects of HIV/AIDS.
The results of IEC that are already achieved are enormous. Ironically the
problem still looms large into the face of everyone concerned. It is high
time when the whole gamut of activities regarding HIV/AIDS makes a
course reorientation. Efforts will bear more fruit and meaning, when all or
some of the intentions, already there on everyone’s mind, are given a new
strength.
The stage of Let us talk AIDS is over and now is the time to deal with the
scourge.
To answer this question, each one has to identify the position in relation to
the problem. It makes the process of communication more focussed. You
cannot have the same message for everybody. The society gets stratified
into groups and each part deserves a focussed message. Only then the
elements of participation and passion will arise, leading to a better
situation on the field. Before we go into the details of typical groups and
the relevant messages and change agents concerned, we have to review
and realign the priorities.
So, Addressing the attitude more than giving information and skills
will become an area of priority. Even the HRG and the person taking ART
may not be fully convinced about the identity and the action. Mere
information to them will become a tool in the hands of a fool. A fool with a
tool still remains a fool. His culture does not allow him to explore the
matters because of phobias and stigmas. The oft quoted ASK triangle
comes into picture. Unless the attitude is in place in equal measures, the
knowledge usually defined as equal to power and the skill will be of mere
vanity value. The gap analysis gives enough hints of such a situation
occurring already. Most of the IEC material was talking about the powerful
information without consideration to the ground situations. Information
about the disease, modes of its spread are all told through umpteen
formats. It was explicitly expressed by the field workers that there is a
scarcity of material either to directly or indirectly tell people about the
modus of diagnosis and treatment.
It is a known fact that there was no mechanism which arranged for
one to one discussion about the disease till recently. The readiness to
come for the diagnosis increased when such a mechanism was put in
place.
Most of the IEC activity has been what is rightly called as impersonal.
Whether it is mass media or mid media or the field based programmes,
the message is thrown to a group of unknown numbers and attitudes. It is
a miracle that even then an immense amount of awareness has come
about in the society. It is because of the nature of the disease, To put it
bluntly, at one point of time, people were mortally afraid of having sex
with even their legitimate partners for the fear of the disease. It is not
exaggeration that the whole world was shaken in the initial days of the
diseases outburst. When cases started to come into open in India, it was a
shock. The inference is that the people have bought the message where it
concerns everyone. The spread of disease due to non sexual reasons is
almost minimal now. Institutions like the barber shops even in villages are
taking enough care to stop the spread. The messages to a group are
accepted by the group. There were no powerful messages to high risk or
low risk or even no risk individuals. So, individuals are not touched by the
phobia. It may contradict the situation years back when everyone was
mortified by the disease. It was predicted that there would be mass
mortality would occur. Nothing like that has happened. In a country of
billion people, the affected are still a miniscule. That does not mean that
the problem is not serious. It all comes to the approach towards the
problem.
"There is an almost hysterical kind of fear ... at all levels, starting from the
humblest, the sweeper or the ward boy, up to the heads of departments,
which make them pathologically scared of having to deal with an HIV
positive patient. Wherever they have an HIV patient, the responses are
shameful."
A 2006 study found that 25% of people living with HIV in India had been
refused medical treatment on the basis of their HIV-positive status. It also
found strong evidence of stigma in the workplace, with 74% of employees
not disclosing their status to their employees for fear of discrimination. Of
the 26% who did disclose their status, 10% reported having faced
prejudice as a result. People in marginalized groups - female sex workers,
transgender and men having sex with men - are often stigmatised not
only because of their HIV status, but also because they belong to socially
excluded groups.
Here the forces of culture and economic status play an important role.
Impersonal messaging may tell the target audience about the existence of
the problem. It cannot make them feel and think about it. This has been
proved enough in studies. It is necessary that the messages be more
focused as suggested earlier depending on what is expected to be done.
Every message should contain an actionable agenda. Even those who
think they have nothing to do with AIDS, and 90 percent of the population
think like that, should have something to do. They are always cautioned
about things they should not be doing. It distanced them from the realm
altogether since anyway they are not doing those avoidable activities.
Then there are the high risk groups who should be addressed with special
focus. The message there also needs to be highly personalised. The same
media and message will not work for all the regions and sections of the
society.
It is here that the message and change managers become friends of the
group. IEC material will only be tools and enablers. Interpersonal
messaging is the only style that can bring about some change. It will
happen in a slow process and thus calls for sustained effort, regular
monitoring and course correction in a case to case manner.
Overall strategy will consider the demographic patterns and make the link
workers and the other volunteers educated about the differences in
approach.
Urban
Semi urban
Rural
The reach of mass media and mid media may be very wide. The width
itself is the problem when BCC messages are transmitted through these
conduits.
Problems:
The campaign till now has been very vocal about the
communicability of the diseases and the modes that harm and
those that do not. This has raised more questions in the minds of
people than answers to them.
Language used
This is a serious problem with the IEC material, and even in inters
personal discussions. Since the matter is sensitive the language
used is a little shielded.
Gender sensitivity
Since the discussion is about sex and its unnatural faces, the
messages are titillating than educating. This is a very unfortunate
situation where people do not look into the message but the
unwanted fringes of it.
No boldness
These are the areas to be strengthened before any effort is made to step
up the communication process.
Attitude
Aptitude
“My performance needs to be above that of all the similar workers in the
field. I am interested in upgrading my ability on a continuous basis.”
Knowledge
“The knowledge that I gain will help me perform better and transform my
little society more effectively. It is not of fancy value!”
Skill
“More skilful I am more the change that I can bring about. I must be skilful
first in dealing with people and only then with the disease.”
List please
Openness
The people at no risk are themselves hiding from the problem. The
moment someone is identified as at risk, there is an inevitable
“Going into cocoon” reaction. This “Not me or Why me of all of
them?” attitude is the biggest hindrance to the diagnosis and
treatment. Right material support to the link workers and to the
sympathisers is needed.
Reporting
Mental strength
HRG individuals need the mental strength to deal with their own
psyche first.
Medication
Be bold or perish
Community at large
Seriousness
Urgency
Relevance
People don’t understand the message most of the time because they are
not serious about following it. There is again an element of cultural
barriers in following the message. The few who can rise above the level
and can understand it do not want to understand it. It is because a worldly
wise individual thinks he or she knows what is good for him. They will not
easily buy our information unless it touches the heart.
For the general awareness communication the message can be classified
basically for the specific purpose.
Taking lead – you can take lead in the social service effort
Approach
The appeal of AIDS communication should aim at the heart of the target
and not at the brain!!
Material and mode Requirement for communication campagns
Here also approach is highly focussed and would take a little more time
and effort to produce. It sure will yield the much desired results.
BCC and ICE Inputs and material for the three levels
1) Link Workers
Passion towards the work (You love to do what you want to do)
Technical knowledge
II) HRGroups
All the efforts of communication were till now more of IEC and not
exactly BCC oriented. Here, with the two elements of strategy (Socio –
economic, socio-cultural) in view emphasis needs to be on one-to-one
communication with some support material. Material again will be
vertically and horizontally classified into types.
This is a major effort that can be tried for better results. As one who has
undergone all the trauma and stigma, those people coming out after tests
as not infected can talk to the others in the community about the problem.
The acceptance of the message will be worth noticing. It will be a firsthand
experience. Facilitation of such communication can be by the link
workers.
Based again on the economic and cultural pattern of the group material
can be made available to support and strengthen the process of behaviour
change.
III) Community
To address the community has always been the aim of IEC activity
and is necessary in future also.
The messages and the material will be classified and marked prominently
as useful for the various purposes such as
Awareness
Readiness to help
Involvement of people is the ideal goal. Each one teaches one about the
problem. An interesting scheme to give willing people an identity and
recognition can be planned. Any voluntary effort craves for more of
recognition than monetary returns.
Though this approach already exists, it can be made more interesting for
more people to participate.
The synergy between the welfare activities many of the governmental and
non governmental bodies is also welcome. It need not be an official
mandate but can be a formal, voluntary activity.
Negative messaging
The following are some of the already existing media through which
communication process can continue with a new orientation. This could
perhaps happen in a subtle way and could make participants feel more at
home with the material and methodology based on local variations as
discussed earlier.
Women groups
Youth groups
Apolitical leaders
School/College
Clubs
Entertainment centres
Religious centres
Though all the other media are being traditionally used, the approach and
orientation will be fresh now. This element of religious leaders taking the
baton will add a lot of value to the process of communication. It also goes
well with any religion because the message is about compassion to the
fellow beings, righteous life etc. Material can be developed in consultation
with such groups to suit to the situation and region taking into
consideration the demographic variation.
New approach
Mass media, Mid media, and Traditional media can concentrate on general
awareness messaging and talk more about the psychological elements
and not the information about the disease.
Folk media
The message when being given the following forces will be working at the
back of the minds of the target audiences.
(Why are they giving the message now? Is there a new problem now? I am
OK as of now!)
Continuous dialogue
(Yes, They are talking about it so much! There must be something about
it!)
The following elements are necessary for long term plans also.
Validation mechanism
Pretesting of material
Course correction
Interestingly the vernacular dailies have in a big way produce their local
content. They print their versions at every district headquarters. This
situation can be exploited and there could be a paid or voluntary
campaign on a sustained basis in the local press.
o Link workers
o HRGroups
o Community at large
• There is an openly accepted gap in the IEC activity and the material