Scaling-up male circumcision programmes in the Eastern and Southern Africa Region Country update meeting Communications and Demand Creation Case Study Zimbabwe Presented by O. Mundida BC Manager (National AIDS Council)

Sex workers Multiple Concurrent Partnerships Combined with: Low risk perception in long-term relationships Low condom use in long-term relations Low levels of male circumcision Re-focusing BC on key drivers of HIV: The ‘Highway of HIV Transmission’ “Dry sex”? STIs (HSV-2) Early debut Cross-generational relations Unprotected casual sex MTCT Gender imbalancesStigmaMobility Underlying vulnerability factors:

Communication Objectives Increase knowledge of MC among the primary and secondary target groups Increase awareness of availability of MC services Explain MC concept using simple language: – What is MC ? – What are its health benefits? – Where can it be accessed?

Target Audience Primary target groups Adolescent males years Adult men years Secondary target groups Parents Community leaders Media

Communication Strategy Phased Communication Approach in line with service delivery Phase 1: Increase awareness and acceptance Targeted communications using below the line activities – Very limited use of mass media to avoid creating unmet demand Phase 2: Address deeper behavioral barriers using findings from population based research survey

Advocacy Activities Stakeholders workshops to raise awareness and acceptance among key community stakeholders – Mutare, Bulawayo, Bindura 196 stakeholders participated in the workshops Conducted a media workshop for journalists – 28 Journalists reached – MC information posted on the SAFAIDS website for journalists – Ongoing print articles and coverage on radio and TV

Advocacy

Community Mobilization 60,174 individuals reached using small group interactive sessions, music and drama Drama groups within each site’s catchment areas trained to disseminate messages on MC Monitoring and supervision of the drama groups through National AIDS Council and Ministry of Health Implementation areas include shopping centers, tertiary colleges, camps of uniformed forces

Bring A Buddy Promotion Circumcised individuals and drama group members identified as “Bring a Buddy agents” Agents trained to disseminate information on MC and to refer clients to MC sites Agents receive a gift package for every 3 people who are referred and access the service Gift voucher consist of a t-shirt, pen and wrist band

Communication Materials Key Messages Soccer theme to create awareness and interest in MC MC protects from HIV and improves personal hygiene Information on where MC can be accessed Partial Protection

Communication Materials Posters Positioning appeals to men’s sense of achievement Being circumcised makes you a winner Women support encouraged Recently launched radio spot to complement below the line activities MC radio Spot

Communication Materials Information leaflets What you need to know about MC What to expect during MC procedure What you should do after MC What MC means for women 65,000 generic leaflets developed

Communication Materials 12 interactive radio talk shows Outdoor media (billboards, directional signs) in Harare and Bulawayo 40,000 leaflets targeting youth during school holidays

Opportunities Advocacy with youth organizations to mobilize their peers Collaboration with the Education sector to reach adolescents Sponsorship of male oriented activities such as soccer Collaboration with the uniformed forces on demand creation activities

Opportunities Multi media approach – Mass media (TV, radio, print) – Interpersonal communication activities at community levels Branding the service Linking the service with popular calendar events such as Father’s Day Frequent updates for journalists

Challenges Existing myths and misconceptions on MC – Reduced sexual pleasure after MC – Pain of the operation – Risks of the operation – Costs of the operation Destigmatizing the behavior Limited use of mass media in the current phase of the program

Acknowledgements Min of Health and Child Welfare National AIDS Council PSI Zimbabwe National Family Planning Council Partners Community

Thank You