IEC & Mainstreaming

Rajasthan State AIDS Control Society

Ashok Raisinghani, Project Officer, SMU

Rajasthan
 Where is the epidemic?
Numbers – 2.5 million

Women – 38.4%

Rural – 57%

Rajasthan has a low prevalence but high

vulnerability in terms of HIV
Source of AIDS Knowledge among Women
and Men
Percent of women and men 15-49 who received information from
specific sources
37
Radio 55
Television 80
80
5
Cinema 12
Newspaper/magazine 27
52
Poster/hoarding 11
32
6 Women Men
Health worker 12
32
Friend/relative 44
School/teacher 8
9
Other sources 14
19

2005-06 National Family Health Survey (NFHS-3)

IEC is a process….
Of working with individuals, communities
and societies to:
• Develop communication strategies to
promote positive behaviors which are
appropriate to there setting
Following are the objectives of IEC.
• Motivating behavioral changes
• Raising awareness
• To increase STI treatment seeking behavior.
• Generate demand for health and ICTC services.
• Reduce stigma and discrimination and building
supportive environment.
• Create an enabling environment for prevention as
well as institutional and community care and
support.
• Concept of ABC (abstinence , Be faithful,
Condomise)
• Concept of Mainstreaming
• Promotion of voluntary blood donation
Key Components…

• Mass and Mid media ( to create

awareness, remove myths and to promote services )
• Condom Promotion (free supply & Social
Marketing, 3.5 billion till 2012)
• Red Ribbon Club ( targeting youths through
colleges)
• Mainstreaming ( focusing on Govt agencies,
Corporate and non HIV CSOs)
SMART:

Specific (what and who)

Measurable (something you can see,
hear or touch – usually expressed
with an action verb)
Area specific (where)
Realistic (achievable)
Time-bound (when)
 A variety of Channels, Media and Techniques
are used for communicating messages at the community level.

• Electronic Media: Films, Radio Programmes,

Radio Spots, Audio Tapes, TV Programme, TV
Spot, Slides etc.
• Print Media: Books, Booklets, Folders and
Leaflets, Letters, Newspapers, Advertisements,
Press release, Posters, Kiosks, Photographs, Flip
Book Hoardings, Magazines; Newsletters etc.
• Mid Media: Folk & Traditional Media Song,
Dance, Drama, Puppet Show, Street Play, Nukkad
Natak, etc.
• Publicity Campaigns, Awareness Campaigns,
Web messages, Exhibitions etc.
AIM: To halt and reverse the spread of the HIV/AIDS epidemic in INDIA by
2012.
 Mainstreaming is
“the concept of addressing HIV & AIDS
both internally and externally in all
sectors, at all levels, particularly
where the pandemic might not
ordinarily be addressed.”
Some Examples of mainstreaming:
Extra mileage… Trainings on Mainstreaming of HIV

•ANMs/AWW/ASHA/Others: 3750
Achievement in Govt.
sector •Corporate: 1162
• Department of Panchayti Raj /
Department of Tourist has •Govt officials of focused dept.1732
incorporated HIV issue into
there ongoing trainings
•Non HIV NGOs 224
• One Migrant Information
Centre at Jaipur (Urban
Development)
Success in Corporate sector
• During Follow up Government
officers from 6 focus ministries, • Jaipur Ceremic Pvt. Ltd
11 Non HIV NGOs and 6
Corporate have signed • Rajasthan Chamber of Commerce
Declaration for Mainstreaming (RCCI)
of HIV at their office level. In
the addition of above given • Fortis Escort
activities, 6 Focus Ministries, 8 • Jindal Industries Pvt. Ltd
Non HIV NGOs, 4 Corporate
have installed CONDOM • Sab Miller
CORNERS at their premises. • 93.5 SFM
• Marble Association