Full Document (English) - POLICY Project

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A realization grew that existing initiatives on IEC relating to HIV/AIDS are
somewhat uni-focused in that they emphasize primarily one route of transmission,
that is, the sexual route. Admittedly, the sexual route of transmission accounts for
about 85 percent of HIV infections across India. But the almost exclusive emphasis
on this route of transmission was in fact contributing to the fear, shame, denial,
stigma and discrimination associated with HIV/AIDS. Accordingly, the awareness
generation and information, education, and behaviour change communication
surrounding the prevention and control of HIV/AIDS has been repositioned into a
more holistic and balanced combination of focused messages disseminated through a
multimedia strategy that is no longer uni-focused. Prominent features of this
paradigm shift are recapitulated below.
Equal focus on all four routes of HIV transmission: in lieu of a primary focus on
one route alone. This has had a positive impact. It is reducing the denial and
shame and stigma and discrimination encountered by people living with
HIV/AIDS in medical and health care settings. It is also changing the
perception of the disease itself among elected representatives, within civil society
and within communities.
The National AIDS Control Programme disseminates accurate and complete
information on the four ways in which HIV/AIDS is contracted, together with a
listing of at least four ways in which HIV/AIDS is not contracted. This unravels
the most popular myths and misconceptions, such as HIV is transmitted through
mosquito bites or through working together. This media blitz is widely viewed
as a far more balanced projection of HIV/AIDS. While it is clearing myths and
misconceptions, it is also becoming a strong basis to de-stigmatize people living
with HIV/AIDS as well as the disease itself.
Promotion of the WHO strategy on ABC, which positions IEC to target specific
population segments with appropriate behaviour change messages, using a life
cycle approach:
A: Abstinence, (for adolescents and youth) encourages delayed initiation of
sexual activity;
B: Be faithful to a single partner, encourages mutual monogamy; and
C: Consistent and correct condom usage.
Strengthening IEC through Partnerships
NACO Prasar Bharati BBC World Services Trust (WST) Partnership
NACO’s unique collaboration with the national broadcasting corporation, Prasar
Bharati, and the BBC World Services Trust has produced TV programmes in the
infotainment format. The virtual reality show/serial “Haath Se Haath Mila” won the
2003 Commonwealth Broadcasting Association award. The detective serial “Jasoos
Vijay” just won the Indian Telly Award in the category of Best Thriller. NACO
succeeded in co-opting serious social messaging into an infotainment format.
Partnership with the Business Community and Corporate sector
NACO has initiated significant strengthening of its partnership with the business
Prevention of
HIV/AIDS in Uttar Pradesh