O Icheke National Campaign Plan - CONCURRENT SEXUAL ...

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National Campaign Plan: Multiple Concurrent Partnerships225.5.1 Mainstreaming MCP MessagesThere are many potential opportunities to leverage existing communications initiatives on HIV/AIDS andsexual and reproductive health, and integrate messaging and debate about MCP and its underlying causes intoongoing activities at little financial cost. A diverse range of stakeholders from the health, education, media,labour, business, youth, civil society and faith-based sectors participated in the development of the nationalcampaign plan. These future implementing partners identified specific projects, activities and services intowhich they can integrate MCP messaging, given the necessary support in terms of sensitization, informationand materials, including:Prevention of mother-to-child (PMTCT), antiretroviral therapy (ARV), isoniazid preventive therapy (IPT),and sexually transmitted infection (STI) clinical services, both at facilities and through home visits andcommunity health worker services;Voluntary and routine HIV counselling and testing;Youth life skills and role model programmes, the youth forum and school rallies;Couples counselling and parenting skills programmes;Prevention with positives and projects providing care and support to people living with HIV/AIDS;Community mobilization, peer education, community theatre and male involvement projects;Church sermons and prayer meetings;School and varsity classes and extra-curricular activities;Health and wellness fairs;Media health segments, children’s and youth programming, phone-in talk shows and news reporting;The Makgabaneng radio drama, teen magazine, and listener groups;Workplace HIV and wellness programmes in the public and private sectors; andProfessional training curricula and workshops in all sectors.5.6 AdvocacyThe MCP ambassadors will engage key state and civil society institutions to advocate for policy interventionsto address social drivers of MCP. For example, physical separation from primary partners leads to men andwomen taking other partners and makes it easier to maintain different partners in different locations. Advocacycould focus on changing the practice of posting public sector workers away from their families, workingwith institutions such as the Directorate of Public Service Management. A lack of communication about sexand sexuality within families and relationships, and girls’ lack of ability to reject the advances of older menare also important societal drivers of MCP that could be addressed by supportive policy interventions thatincreased the resources for and reach of parent training, couples counselling and life skills programmes.The ambassadors will also engage Ntlo Ya Dikgosi (House of Chiefs), the faith-based community and otherkey custodians of social norms whose voices can shape media and community debate about MCP, the importanceand feasibility of change, and key societal drivers of MCP such as taboos about discussion of sexand HIV/AIDS, gender norms within relationships, gender inequality and parent-child communications. Publicsupport from respected national and local opinion leaders will be necessary if society is to accept some ofthe difficult and challenging messages of the campaign.
National Campaign Plan: Multiple Concurrent Partnerships23Changing gender norms will be one of the most difficult but one of the most critical and fundamentaldeterminants of the campaign’s success. Campaign ambassadors will use every available opportunity foradvocacy and mobilization with political, cultural and youth leaders, and the gender-related issues thatperpetuate MCP and HIV transmission, and for building consensus about the need for some fundamentalsocietal changes relating to gender.Finally, there will be a need for advocacy targeting public and private sectors as well as international donorsto ensure that the resources necessary to rollout the campaign are available, as well as on behalf of othersupportive programmes such as couples counselling, youth life skills and parenting skills. The campaign’sambassadors will advocate to media houses and the Ministry of Communications, Science and Technologyfor zero-cost transmission of campaign communications, and will also advocate to major private sectorcompanies for flighting of campaign messages and materials at zero-cost in stores, on transport and via SMS.5.7 Schedule for RolloutThe table on the following page present timelines for rollout at national and district levels of the campaign activitiesdescribed above.
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