Information, Education & Communication

Communication is the key to generating awareness on prevention as well as motivating access to treatment, care and support. With the launch of NACP IV, the impetus is on standardising the lessons learned during the third phase. Communication in NACP IV is directed:

• * To increase knowledge among general population (especially youth and women) on safe sexual behaviour

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• * To sustain behaviour change in at risk populations (high risk groups and bridge populations)

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• * To generate demand for care, support and treatment services

• * To strengthen the enabling environment by facilitating appropriate changes in societal norms that reinforces positive attitudes, beliefs and practices to reduce stigma and discrimination

Key Activities

Mass Media Campaigns: An annual media calendar was prepared to strategize, streamline and synergise mass media campaigns with other outreach activities and mid-media activities. NACO released campaigns on voluntary blood donation, condom promotion, sexually transmitted infections, stigma and discrimination amongst healthcare providers and PPTCT on Doordarshan, cable and satellite channels, All India Radio and FM radio networks. To amplify the reach of mass-media campaigns innovative technologies were also utilised like dissemination of advertisements through different medium.

Mainstreaming

The main objective of Mainstreaming is to integrate HIV/AIDS issues into the program and policies of other organizations and departments, thereby strengthening the objective of that organization/department. Mainstreaming cannot be achieved by organizations providing superficial financial aid to health organizations, NACO or State AIDS Control Societies. Mainstreaming is achieved when the organization/department commits programmatic intervention within its own program and provides financial allocation for HIV/AIDS from within its own budget to be implemented by the organization itself.