Zimbabwe HIV/AIDS Partnership Project & Behaviour Change

potential users of New Start services. The project also organized activities to mark World AIDS Day. Valentine’sDay and Mother’s Day were heavily supported by television, print, and radio, and a free promotional New Startwrist band was distributed to encourage uptake of T&C.New Start marketing has significantly addressed deep barriers to HIV testing, and the project managed to increasethe proportion of couples to total clients for New Start T&C services from 11.2 percent in 2006 to 12.3 percent todate; the 2011 target is 20 percent. There has also been an increase in those 16 and older who report that theirpeers approve of them accessing T&C services (see Figure 5). However, more work needs to be done in rural areasto bring rates of change there up to those in urban settings.Figure 5: Portion of Target Population (≥ 16 Years Old) Who ReportTheir Peers Approve of Them Accessing T&C Services2005 EstimateTRaC 2007End Target42.541.353.964.67277In New Start communications, therehas not been the same mix of massmedia and IPCs seen in othercommunication initiatives. There maybe opportunities to link promotion ofNew Start or T&C services with otherproject communication efforts andfor targeting socially excluded groups.0 10 20 30 40 50Percent60 70 80 90 100New LifeNew Life published materials toincrease knowledge about referrals forcare, treatment, and support services.Initially, the project updated thereferral directory and nutritionalbrochures, which were distributed to support groups, clinics, FBOs, and others dealing with PLWHA. Posters andbrochures also were distributed to increase the uptake of post-test services.Source: PSI/ZimbabweRuralUrbanTo complement the brochures and other IEC materials, the project developed a specialized package for PLWHAsthat was distributed to members of the New Life network and other support groups. The package includesinformation designed to increase awareness of FP and PMTCT, safer sexual practices, disclosure, and discordance.However, it does not provide information on ART adherence and opportunistic infections. No mass mediacampaigns were conducted for New Life; nor was there an IPC component. It is also not clear how New Lifetargeted or benefited socially excluded groups.Protector Plus CondomsMarketing activities for Protector Plus strive to improve brand appeal and increase consistent use by couples.Messages focused on improving brand efficacy and self-efficacy (condom negotiation skills among the sexuallyactive, especially women). The project developed a new mass media 2 campaign on condom efficacy to addressmisconceptions related to condom use and promote condom effectiveness. The campaign also sought to improverisk perception and couple communication about safer sex. Calendars and posters highlighting three “life saver”facts (addressing myths and misconceptions) were distributed to retail outlets countrywide, and wall paintingspromoting condom efficacy were produced to increase brand visibility in rural areas.Another communications campaign is aligned with the national behavior change initiative, which identifies low andinconsistent condom use in regular relationships as a major driver of the epidemic. This effort used Mr. Smart 3 topromote consistent use of condoms through mass media and IPCs.2 The condom campaign slogan is “For the love of your Life.”3 Mr. Smart is an IPC initiative conducted through road shows designed to promote correct and consistent condom use byhigh-risk groups.Zimbabwe HIV/AIDS Partnership Project & Behaviour Change Programme: A Joint USAID/DFID Assessment 11