Index of Paper Presentations for the Parallel Sessions - Academy of ...

―…there is a lot of good work being done but (the communication campaign are) notalways strategic. It‘s very ad hoc and tactical.…Because much of communication is still in theold model of awareness generation, it really does not understand how behaviour change needs tobe looked at. So I would say there is a lot happening but it requires more support.‖From our analysis of NACP policy documents and professional interviews, it is clear thatas the infectious disease spread in India, the government shifted its governance structure fromhierarchical to a hybrid structure where it granted more responsibility and discretion to states/UTsbut still controlled the finances through NACO. However, due to its lack of intangiblecapabilities, the GOI incurs heavy transaction cost.For example, the government tried to use a hybrid system to incorporate SMOs forcondom distribution and behaviour change in sectors that were difficult or too costly for thegovernment to reach. The problem comes as the NACO seem to have very little control of thetarget population and the incentives to make it work. For example a representative from the healthcommunication agency acknowledges how they get full discretion to decide whom to target…―We decided to focus on youth because in the HIV/AIDS context the data forMaharashtra showed us that (younger individuals) do not see themselves as being at risk forHIV/AIDS. Multiple-partner (pre-marital) sex was far more common than most people wanted tobelieve. So we decided to focus on the 15 to 19 age group because the data we had from thebehavioural sentinel survey was scary and also the data we had from NACO said that 33% ofHIV/AIDS infection is in the 15 to 24 age group. 33% is huge, it surprised us, so we said, okaylet‘s do it.‖In addition, within this hybrid system NACO lacks the core administrative capabilitiesthat would have rendered a market system less attractive as mentioned by a SACS representative:―There are 50 Targeted Intervention NGOs in Maharashtra and there is only one personto coordinate all the activities. Each NGO gets around 10,000 to 50,000 condoms. State levelwarehouses don‘t exist, so SACS cannot store condoms. They are shipped directly from