1. 1 Chan Troi Moi Centers Phase II Campaign

2. 2 VCT Social Marketing Strategy Increase knowledge of and demand for VCT services by select target groups Increased capacity of partners (Gov and NGO) to implement social marketing interventions Addressing issues related to decreased stigma of HIV-positive persons and the use of VCT services in high-prevalence communities

3. 3 Phase I Elements to Reinforce for Phase II Campaign’s logo (Chan Troi Moi) High quality sites that provide friendly & professional services Confidential counseling Accurate results

4. 4 Phase 2 Communications Objectives Promoting benefits of knowing HIV status and link with a brighter future –“Peace of mind” customized by TGs –Use testimonial approach (why they wanted to go for VCT, what happened at VCT, and benefits of VCT)

5. 5 Phase 2 Components Outdoor Campaign with a new look –Billboards –Posters A Series of Below the Line Materials for distribution to MARP groups (through outreach, etc).

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8. 8 Pre-testing Research Results Comprehension: Understood the service was high quality and friendly. Wanted to see phone numbers. Positive response. Attractiveness: good feeling, liked models’ smiles Acceptability: Friends would use service. Participants said that they could be the person in the billboard because HIV is an issue for everyone. Persuasion: Liked the “peace of mind” statement and “when counseling…” statements. Found the “free, confidential, and accurate” line convincing. Said people will go to the Centers for counseling.

9. 9 Below the Line Strategy “Benefits and Concerns” Brochure with VCT Center addresses –Targeting Sex Workers, Male Clients, and IDUs (MSM-targeted materials coming later) –Benefits include peace of mind and relief from worry, to protect loved ones from possible infection, and to be able to plan for a brighter future (marriage, children, or new work…) VCT Address Marketing Cards with new Phase II imaging Posters with new Phase II look “What if the results are…?” leaflet –if negative, learn ways of staying negative –if positive – access to medical care Regular Testing / Window Period leaflet –Reinforcing that regular testing is important for MARPs who have tested negative

10. 10 Thank you!