Implementing Multiple Gender Strategies to Improve HIV and ... - ICRW

Replication and
Scale-up Activities
A model similar to T-MARC has been implemented in Nepal (N-MARC);
Uganda is operating a social marketing project under a similar model; and
in Ethiopia a similar model is being expanded.
LESSONS LEARNED AND CHALLENGES
Key Findings and
Lessons
• It is important to understand the value of addressing men and women
separately, especially around more controversial issues such as
faithfulness. The program has designed most of radio and print media
materials with this lesson in mind.
• Community dialogues should happen through faith-based organizations
and community-based organizations at “big bell” events that bring
together many organizations and offer HIV testing and tents, festival
atmosphere, and use of games to explore and challenge prevalent
norms in communities. Nongovernmental and community-based
organizations should engage the crowd to discuss what they are
learning and what they would like to address.
• Repackaging messages to suit different communities is crucial because
risk perception and HIV knowledge among target groups vary greatly.
• Collaborating with other projects and organizations will allow the
program to expand in scope and reach and avoid duplication of
activities.
Challenges and
Unforeseen
Outcomes
• The lack of social or legal penalties in East Africa for having multiple
partners undermined the Sikia Kengele initiative, as few people are
interested in the message of being faithful to one partner.
• Marketing of female condoms is challenging due to a lack of interest
among men, women and retailers. This is due to a lack of investment to
properly introduce and maintain female condom promotions, which may
stem from viewing female condom promotion as an alternative, not a
core message.
Recommendations
for Replication
• Providing a mentoring environment and training in procurement and
financial management are essential elements of small grants
management.
• A successful model depends on the openness of government and
commitment of leaders to talk about prevention.
• Designing a public-private partnership model and the commitment to
total market approach allows for project sustainability.
ADDITIONAL INFORMATION
Program
References and
Academy for Educational Development (AED). “The Fourth Season of the
Mama Ushauri Radio Serial Drama Begins: Health-focused Radio Program
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