Overview
The Malawi BRIDGE Project, a six-year project funded by USAID, was an HIV/AIDS prevention project targeting males and females of reproductive age. Led by CCP, in partnership with Save the Children US, Population Services International (PSI), the Malawi Network of Service Organizations (MANSO), Public Affairs Committee and other local organizations, the goal of the project was to change the way Malawians think and speak about HIV/AIDS, and to encourage adoption of behaviors that prevent HIV transmission. BRIDGE worked at the national, district/community and individual levels in eight intervention districts. CCP used results from formative research to develop a multi-media campaign, called Nditha! (I Can!), to reinforce feelings of confidence and self-efficacy among Malawians in their ability to prevent HIV and AIDS. The follow-on to this project is the Malawi BRIDGE II Project [4].
Accomplishments
BRIDGE employed mass media, interpersonal communication, community mobilization, and facility-based communication to change behavior and raise self-efficacy around HIV prevention.
Produced and disseminated 3 phases of the Nditha! Campaign focusing on (1) improving self-efficacy; (2) engaging men in HIV prevention; and (3) increasing risk perception of young girls who engage in transactional sex, men and women who drink alcohol and pregnant women.
Developed and disseminated interactive toolkits for community engagement to stimulate dialogue about local HIV/AIDS issues, promote the ABCs of prevention, and build confidence in abilities to take action against HIV; the Kits reinforced the Nditha! themes and include the (original) Hope Kit; the Bambo Wachitsanzo (“Great Guy”) Hope Kit Update; and the Have a Healthy Baby Hope Kit Update.
Pioneered the Radio Diaries and broadcast stories of HIV positive men and women told in their own words on national, private and community radio stations.
Produced and broadcast the first radio program for young girls (10-14) using drama and reality programming techniques.
Increased exposure to the Nditha! campaign increased individuals’ confidence in their ability to abstain from sex, be faithful to one partner, or use condoms correctly. This was shown across all populations. Significant improvements in knowledge, perceived risk, self-efficacy, behavioral intentions, and HIV testing were also found.
Exposure to BRIDGE interventions is positively associated with improved “community vibrancy” to prevent HIV, and reduced stigma among men and women.
