1. Developing Communication Strategies for PMTCT  UNICEF’s PMTCT Communication Initiatives in Africa & Asia: Lessons Learned February 5, 2002
Programme Communication, UNICEF New York February Shari Cohen

2. Communication for PMTCT
: Most countries begin PMTCT pilot projects Communication components vary in quality - mostly ad hoc communication responses (IEC materials, etc.)
March 2000: Global PMTCT meeting in Gaborone reveals progress, gaps, and need for communication assistance
Programs in Africa & Asia request communication support
PMTCT communication tools produced or under development:
Generic communication framework for development of integrated PMTCT communication strategies
Community dialogue tool for community-level mobilization
Health worker sensitization training sessions
Q&A guide on infant feeding for service providers
Basic PMTCT info guide for service providers
Video documentation of better practices
Programme Communication, UNICEF New York February Shari Cohen

3. UN Three-Pronged Strategy for PMTCTI II
III
Prevention of transmission of HIV, from an HIV-positive woman to her infant
Care & support for the mother and her family
Prevention of HIV in young people
Prevention of HIV infection in women of childbearing age
Prevention of unintended pregnancies in HIV-positive women
Programme Communication, UNICEF New York February Shari Cohen

4. Communication for PMTCT is more than simply increasing program uptake
UNICEF’s PMTCT communication framework provides a strong foundation within which key PMTCT-related issues such as:
 Primary prevention
 Involvement of men, youth & PLWHAs
 Community-based care & support
 Gender imbalance
 Stigma & discrimination
 Income generation activities for HIV-affected families
are addressed during the development of the integrated communication strategy, providing solutions that are realistic, feasible & based on input and guidance from community & civil society members.
Programme Communication, UNICEF New York February Shari Cohen

5. Applying the ACADA approach to PMTCT Lessons learned from Africa & Asia:
Using a wide variety of stakeholders in the planning stages ensures a more holistic strategy. Include: epidemiologists, communication specialists, nutritionists, HIV/STD/ANC/RH managers, counselors & service providers, men, youth, PLWHAs, CBOs, NGOs & International NGOs
Community relevance is ensured when strategic communication planning begins with participatory, community-based research
Capacity building & local ownership is key at all levels
Clarifying accountability (roles & responsibilities) for implementation keeps communication strategies moving forward in a timely manner
Lack of fulltime national PMTCT teams slows down progress in communication activities
Programme Communication, UNICEF New York February Shari Cohen

6. Lessons learned continued...
Involving men, youth, PLWHAs & local leaders is key to breaking the silence & stigma related to HIV/AIDS/MTCT
HIV/AIDS/PMTCT information must be clear, realistic, relevant and simple, especially regarding infant feeding options
PMTCT communication has wider reach & strength when integrated into existing HIV/AIDS/ANC/RH interventions
Community dialogue tools can help communities to identify & address stigma, thus creating more caring & supportive environments for HIV-affected families
Interpersonal communication remains the most effective & powerful tool in addressing issues related to PMTCT
Programme Communication, UNICEF New York February Shari Cohen

7. Challenges Stigma & discrimination still not comprehensively addressed
Inadequate use of research on community and audience perceptions of PMTCT-related issues
Still a tendency to expect behavior change results based on ad hoc “IEC” communication interventions (e.g. posters, brochures, mass media, etc. that are not based on research or connected to a larger communication strategy)
Communication interventions rarely address health workers, HIV-negative women & men in a comprehensive manner
Continued confusion about infant feeding protocols - Due to lack of sufficient & authoritative research on infant feeding options for HIV-positive mothers, and health worker attitudes towards infant feeding options
Programme Communication, UNICEF New York February Shari Cohen

8. Conclusions from the Africa & Asia experience
Increase variety of participants in communication planning, making a more concentrated effort to look at HIV/AIDS holistically, as a societal issue, not only as a public health issue
Begin communication with rapid social research, incorporating results in program design
Use community dialogue to address stigma, care & support issues
Increase participation of men, youth & PLWHAs
Make couple counselling male-friendly
Invest in interpersonal communication interventions
Increase correct understanding of basic HIV/AIDS transmission & prevention facts, including MTCT
Make more effort to research & understand community norms, values & practices related to PMTCT issues
Programme Communication, UNICEF New York February Shari Cohen