Overview

The Associate Award in India is a four-year project funded by USAID that addresses HIV/AIDS in India. Led by CCP under the Health Communication Partnership (HCP), the project provides technical assistance to the National AIDS Control Organization (NACO) and State AIDS Control Societies to develop a communication response to HIV/AIDS including messaging, product development, and implementation plans under different thematic areas. CCP utilizes behavior change communication (BCC) and advocacy as core approaches to mitigate the impact of HIV/AIDS.

Accomplishments

• Creation of the Jawan hoon, Nadan nahin ("I'm young, not naive") youth campaign to increase risk perception and knowledge of HIV/AIDS. Survey results showed 90 percent of respondents were aware of the campaign's key message.

• Development of a music video inspiring young people to adopt responsible sexual behaviors and spread knowledge about HIV/AIDS. This was adopted as NACO's theme song.
• Capacity building with Avert and local NGOs to identify and analyze communication materials for most-at-risk populations (MARPs); conducted workshops to identify the best ways to communicate messages to these groups. Unique set of materials, interactive games and street play scripts developed for different MARPs and NGO outreach workers and peer educators trained on the effective use of materials.
• Creation of workplace intervention policies and programs addressing HIV/AIDS related to employees, families and communities. One workplace intervention involved working with dabbawalas (food delivery workers) to deliver lunch packs with HIV prevention message kits to employees at work. The dabbawala initiative was conducted for 3 years from 2005-2007. In 2007, 70% of those who received the kit shared the information with others.
• A comprehensive care and support kit to assist people living with HIV/AIDS (PLHA) and their caregivers. The kit addresses issues ranging from HIV testing, disclosure to family and friends, positive living, nutrition, physical care, legal and ethical issues, etc.
• Demand generation national campaign for Integrated Counseling and Testing Centers was developed and implemented through mass media and mid media. A baseline study was conducted in the State of Maharashtra before the roll out of the campaign. Interpersonal communication materials targeted MARPs encouraging them to access counseling and testing, have also been developed.
• Design and implementation of statewide and district level communication strategies for HIV/AIDS prevention, care, and treatment, with participation of all stakeholders.
• Sensitization workshops with media professionals on HIV/AIDS. An award for Excellence in HIV/AIDS Reporting is given along with the prestigious India Express Awards annually.