Context in GhanaOverall ObjectivesPrinciplesFormative Research Key FindingsPhased ComponentsPhase 1: Stop AIDS Love LifeMusic Video and SongTestimonialsTV & Radio Spots“Things We Do for Love”Community Events:Roadshows and AV VansCommunity Involvement: BCC MaterialsPhase 2: Stop AIDS Love LifeGoals and ObjectivesTraditional LeadersTraditional LeadersLife Skills SeriesMAIN COMPONENTS OF JOURNEY OF HOPE Kit 1. “The Fleet”: Key FeaturesTHE KEY MESSAGE2. FUTURE ISLANDSFUTURE ISLANDSBehaviour Change Opportunities3. NARROW BRIDGESNARROW BRIDGESJOURNEY OF HOPE USERS GUIDEJOH Trainings & Community ActionStop AIDS Love Life Phase 3 REACH OUTSHOW COMPASSIONRationale for CompassionObjectivesThe SituationPriority AudiencesReligious HierarchyClergy, Imams & Lay LeadersClergy, Imams & Lay LeadersCongregational / Community Level ActivitiesMedia ChannelsWhy a mass media component?Print MediaPrint MaterialsPrint MaterialsPrint Materials LeafletsPrint MaterialsREACH OUT SONGThis work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike License. Your use of this material constitutes acceptance of that license and the conditions of use of materials on this site.Copyright 2006, The Johns Hopkins University and Ian Tweedie. All rights reserved. Use of these materials permitted only in accordance with license rights granted. Materials provided “AS IS”; no representations or warranties provided. 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User is responsible for obtaining permissions for use from third parties as needed.GHANAMinistries of Information and HealthJohns Hopkins Bloomberg School of Public Health/Center for Communication Programs Ghana Social Marketing FoundationUSAIDContext in Ghana • HIV prevalence at 3% (near threshold)• Absence of sustained HIV prevention campaign prior to 2000Overall Objectives• Increase Preventive Behaviors (ABCs)– personal perceived risk of HIV– positive social norms and support• Increase Community Participation and CompassionPrinciples• Build on lessons of other African countries• Strategic, phased approaches• Blend community level approaches with mass media• Intervention should be informed by a youthful perspective• Leverage activities and goodwill of groups and individuals who are ready to actFormative Research Key Findings• Social Risks vs. Health Risks– Social risks of using prevention perceived as greater than health risks of not using.– Intervention needs to address social issues, linking to health behaviorsPhased Components• Phase 1 (2000-2001): Prevention– “Shattering the Silence”• Phase 2 (2001-2002): Community Mobilization & Life Skills Series• Phase 3 (2002-2003): Compassion: Faith Based• Cumulative, Layered ApproachPhase 1: Stop AIDS Love Life“Shattering the Silence”Music Video and Song• 17 top musicians contributed efforts for free• Massive free airtime on tv and radio• Music accelerated process of changing social norms around HIV, moving it away from strictly a health issue and start making it a socially acceptable issue to discuss.Testimonials• People Living with HIV/AIDS (PLWHAs) come out publicly on TV and in communities• PLWHAs came out to tell their stories, placing a human face on the disease, and enlightening the public about the realities of the disease.• PLWHAs featured on tv, as well as on the community roadshows, schools, churches, radio, etc.TV & Radio SpotsMessages: Balanced “empowering”with “seriousness of epidemic”– positive peer pressure and assertiveness skills for youth– “200 a day getting HIV”“Things We Do for Love”• Award-winning TV serial drama for youth on Reproductive Health issues• Radio/TV Award 2000• CIMG Award 2001Community Events:Roadshows and AV Vans• Massive outreach using enter-educate that reached an estimated 4.5 million people, many in rural areasCommunity Involvement: BCC Materials• Support on-going community activities with Behavior Change Communication (BCC) materials to over 500 groups & organizationsPhase 2: Stop AIDS Love LifeCommunity Mobilization & Life SkillsGoals and Objectives• Need to “mature” the program in a stepwise fashion• Work with community groups to develop and implement participatory approaches focused on life skills• Respond to faction of population with growing scepticism about “200 a day” messageTraditional Leaders• Chiefs and Queenmothers Speak Out on Mass Media and in CommunitiesTraditional Leaders• Countered skepticism around “200 a day”message of phase 1• Similar message; new messenger with high credibility in communities• Modeled most senior chiefs on mass media• Provided Briefing Packets to Regional Houses of Chiefs for community actionLife Skills Series• Tools for promoting participatory forms of learning for HIV prevention at the group/community level • Address more complex issues “beyond awareness”: – Eg.: gender equity, negotiation skills, assertiveness training, values identification, etc.• Journey of Hope & SaraMAIN COMPONENTS OF JOURNEY OF HOPE Kit 1. The Fleet2. Future Islands3. Narrow Bridges1. “The Fleet”: Key Features3 Boats = ABC; Crocodiles = HIVIllustration produced by Ghana Social Marketing Foundation (GSMF)|USAID|Johns Hopkins UniversityTHE KEY MESSAGE9 Be on a “boat” of your choice -according to your culture, your religion, your character, your way of life!9 If need be, switch to another boat to stay protected2. FUTURE ISLANDS• Future Islands- Individual’s future goals in life.Illustration produced by Ghana Social Marketing Foundation (GSMF)|USAID|Johns Hopkins UniversityFUTURE ISLANDSBehaviour Change Opportunities• Links personal goals and values with HIV preventive behaviors• Mastering practical issues in A, B & C3. NARROW BRIDGES• Reinforcement of Positive Life SkillsIllustration produced by Ghana Social Marketing Foundation (GSMF)|USAID|Johns Hopkins UniversityNARROW BRIDGES• Encouraging and supporting each other to protect themselves.• Safely move from one life goal to the next• ABC’s without judgmental attitudeJOURNEY OF HOPE USERS GUIDE• Detailed Users Manual to assist facilitatorsJohns Hopkins University Center for Communication Programs (JHU/CCP) GhanaJOH Trainings & Community Action• Master Trainings– trained 80 master