Scalingup male circumcision programmes in the Eastern and

Scaling-up male circumcision programmes in the Eastern and Southern Africa Region Country update meeting Communications and Demand Creation Case Study Zimbabwe Presented by O. Mundida BC Manager (National AIDS Council)

Re-focusing BC on key drivers of HIV: The ‘Highway of HIV Transmission’ Unprotected casual sex Multiple Concurrent Partnerships Combined with: Sex workers STIs (HSV-2) Underlying vulnerability factors: “Dry sex”? Early debut • Low risk perception in long-term relationships • Low condom use in long-term relations MTCT • Low levels of male circumcision Gender imbalances Cross-generational relations Stigma Mobility

Communication Objectives • Increase knowledge of MC among the primary and secondary target groups • Increase awareness of availability of MC services • Explain MC concept using simple language: – What is MC ? – What are its health benefits? – Where can it be accessed?

Target Audience Primary target groups • Adolescent males 13 - 19 years • Adult men 20 - 29 years Secondary target groups • Parents • Community leaders • Media

Communication Strategy Phased Communication Approach in line with service delivery Phase 1: • Increase awareness and acceptance • Targeted communications using below the line activities – Very limited use of mass media to avoid creating unmet demand Phase 2: • Address deeper behavioral barriers using findings from population based research survey

Advocacy Activities • Stakeholders workshops to raise awareness and acceptance among key community stakeholders – Mutare, Bulawayo, Bindura • 196 stakeholders participated in the workshops • Conducted a media workshop for journalists – 28 Journalists reached – MC information posted on the SAFAIDS website for journalists – Ongoing print articles and coverage on radio and TV

Advocacy

Community Mobilization • 60, 174 individuals reached using small group interactive sessions, music and drama • Drama groups within each site’s catchment areas trained to disseminate messages on MC • Monitoring and supervision of the drama groups through National AIDS Council and Ministry of Health • Implementation areas include shopping centers, tertiary colleges, camps of uniformed forces

Bring A Buddy Promotion • Circumcised individuals and drama group members identified as “Bring a Buddy agents” • Agents trained to disseminate information on MC and to refer clients to MC sites • Agents receive a gift package for every 3 people who are referred and access the service • Gift voucher consist of a t-shirt, pen and wrist band

Communication Materials Key Messages • Soccer theme to create awareness and interest in MC • MC protects from HIV and improves personal hygiene • Information on where MC can be accessed • Partial Protection

Communication Materials Posters • Positioning appeals to men’s sense of achievement • Being circumcised makes you a winner • Women support encouraged • Recently launched radio spot to complement below the line activities • MC radio Spot

Communication Materials Information leaflets • What you need to know about MC • What to expect during MC procedure • What you should do after MC • What MC means for women • 65, 000 generic leaflets developed

Communication Materials • 12 interactive radio talk shows • Outdoor media (billboards, directional signs) in Harare and Bulawayo • 40, 000 leaflets targeting youth during school holidays

Opportunities • Advocacy with youth organizations to mobilize their peers • Collaboration with the Education sector to reach adolescents • Sponsorship of male oriented activities such as soccer • Collaboration with the uniformed forces on demand creation activities

Opportunities • Multi media approach – Mass media (TV, radio, print) – Interpersonal communication activities at community levels • Branding the service • Linking the service with popular calendar events such as Father’s Day • Frequent updates for journalists

Challenges • Existing myths and misconceptions on MC – Reduced sexual pleasure after MC – Pain of the operation – Risks of the operation – Costs of the operation • Destigmatizing the behavior • Limited use of mass media in the current phase of the program

Acknowledgements • • • Min of Health and Child Welfare National AIDS Council PSI Zimbabwe National Family Planning Council Partners Community

Thank You