Behavior Change Communication. The NDCSP’s primary health education messages relating to HIV/AIDS/STIs will be drawn both from the accepted repertoire of messages utilized by other organizations in South Africa and from the specific results of the KPC survey and qualitative studies carried out by the project. Formative research already completed during Phase I suggests that future HIV/AIDS/STI behavior change activities should include the creation of additional School Health Clubs to influence social norms related to high-risk HIV/AIDS behaviors among youth; and working with local figures of authority and respect such as area church leaders and tribal authorities. Before implementation of these messages occurs, however, subsequent qualitative analyses using the BEHAVE Framework will be utilized to identify additional information about community members, including their behaviors, factors that influence these behaviors, and activities that are most appropriate based on this assessment. Messages will then be pre-tested in the field and reviewed by the provincial and regional DOH to ensure compatibility with the government’s policies and objectives. The health education messages outlined below are based on MCDI’s previous experiences in the project area as well as initial planning undertaken with project staff and local partners. The NDCSP’s BCC strategy seeks to accomplish the following under its HIV/AIDS/STI intervention: • Increase condom use: The following key messages are planned: ➢ HIV/AIDS is primarily a sexually transmitted disease, and here in Africa is mostly spread by unprotected intercourse with an infected person. The proper use of condoms makes sex safer (“Better safe than dead”), because the virus cannot penetrate a condom. ➢ Even faithful lovers are wise to use condoms if either one of them has ever had a previous sexual partner (unless he/she has been tested for HIV and found negative). You cannot identify an HIV-infected person by sight, since he/she may show no signs of illness for years. ➢ If you are sexually active, be prepared – carry a condom. ➢ A condom can be used only once (“One condom, one round”).
Behavior Change Communication. Although the level of effort devoted to control of diarrheal diseases is unchanged since Phase I, during Phase II, prevention of diarrheal disease and proper hygiene practices will receive greater emphasis within key health education messages promoted. The NDCSP will utilize a clearly defined strategy using the BEHAVE Framework, described under Behavior Change Strategies in the Program Description section. The project’s PRA/quality assessment specialist will utilize qualitative research methods (including focus groups, semi-structured interviews, etc.) to examine circumstances under which various treatment options are selected. More in-depth understanding of the local practices, beliefs and use of local terms to define disease will be used to develop messages that are culturally accepted, non-threatening and enables them to build on their existing knowledge and identify with their culture. This will help mothers/caregivers know, for example, the importance of rehydration and catch-up feeding, and that they consult trained health workers in cases of bloody or persistent diarrhea. However, Phase I experience and initial assessments provide some guidance into the behavior change approach to be undertaken and key messages that will be promoted to prevent diarrheal disease. For example, due to the fact that clinic statistics collected in Phase I reveal that diarrhea and dysentery are the largest causes of childhood morbidity among children under five in the District, prevention will therefore be emphasized, along with oral rehydration and continued feeding during illness, in all community-level activities. A variety of both new and proven channels of communication (such as church leaders, radio messages, mobile clinics, CHWs, HBCVs, and THs) have been identified to disseminate these messages broadly during Phase II. In addition, the project’s efforts will reinforce existing knowledge and use of ORS, promote exclusive breastfeeding through four months and encourage early administration of liquids and improved feeding practices during and after diarrhea episodes through a series of messages that will be tested using qualitative research. MCDI is discussing with the National Progressive Primary Health Care Network (NPPHCN) and a local a non-profit public interest media organization, the possibility of using cassettes of radio programs they have developed and recorded as part of public education sessions on home management of diarrhea. These messages will be transm...
