messaging and iec material development

Southern AfricaHIV/AIDS Information Dissemination Service

HIV/AIDS INFORMATION : the power to make a differenceSAfAIDS - P O Box A509,Avondale, Harare, Zimbabwe, Tel: 263 4 336193/4, Fax: 263 4 336195, E-mail: [email protected], Website: www.safaids.org.zw Southern Africa

HIV/AIDS Information Dissemination Service

SAfAIDS - P O Box A509,Avondale, Harare, Zimbabwe, Tel: 263 4 336193/4, Fax: 263 4 336195, E-mail: [email protected], Website: www.safaids.org.zw

Rouzeh Eghtessadi (MPH)Southern Africa HIV and AIDS InformationDissemination Service (SAfAIDS)Regional Office479 Sappers Contour, LynnwoodPretoria, South Africa

Tel: +27 12 361 0889Fax: +27 12 361 0899

Website: http://www.safaids.netEmail: [email protected]

IEC Message IEC Message Development: Development:

The basics relevant The basics relevant for HIV responsesfor HIV responses


HIV/AIDS INFORMATION : the power to make a differenceSAfAIDS - P O Box A509,Avondale, Harare, Zimbabwe, Tel: 263 4 336193/4, Fax: 263 4 336195, E-mail: [email protected], Website: www.safaids.org.zw

Documentation and Organisational Culture

Messaging is a vital component of documentationBegin by deciding:– Why document?– What should be documented?– When should documentation take place?– Who should document? – Who should we document for?– How can we document? What is needed? (inputs,

methods)

– Where can we document?

““Messaging is nucleus of an effective organisational HIV Knowledge Messaging is nucleus of an effective organisational HIV Knowledge Management System”Management System”



Before you start

Should be based on evidence:

-Know the Facts

-What has worked?

-What hasn’t worked?

-If being tried for 1st time, what is the risk level/adverse impact level, if fails?

-What will “last” e.g. Coca Cola



Tips for message Tips for message development development (1)(1)

• Do not be in a hurry! (just to meet a target)

• Take time to know the target audience: information needs, gender, sexual orientation, culture, literacy level

• Explore packing creatively: what will entice!

• Identify how the message will be relayed: dissemination and communication modes accessible/best suited

• Be accurate e.g. ‘HIV’ not ‘HIV virus’

Know the potential barriers to the process & counter-strategise!




• Avoid jargon and acronyms

• Adapt the language* and tone to suit the target audience

• Choose language, photos, videos, illustrations that are non-stereotypical; are gender and culture sensitive: messages should reduce stigma not cause stigma

• Use informative vs instructive language

• Pre-test the message: eg with sample representing target

Brand – brand - BRAND!! Ensure visibility & recognition* UNAIDS has stipulated terminology and language that is non-stigmatising




• Share “actionable” suggestions

• Address “values” and “behaviours” (not groups and people!)

• Dispel “fears and “myths”

• Provide knowledge & facts

• Potray PLHIV in “positive” light



A powerful message will facilitate reading, trigger thinking

(contemplation), processing (current

values/beliefs/practices) and lead to action (behaviour change), and

ultimately sharing with others (create mass transformation)



Remember “Impact” is Remember “Impact” is your focus your focus & & aimaim

Messaging will have impact if they are:

• I - inspiring

• M - memorable

• P - positive

• A - attention-grabbing

• C - clear

• T - taken from practical experience



Messaging plan sampleProblem: Increase in youth presenting with STIs and HIV at local clinic, in area where alcohol use high amongst 12-18 yr olds

Objective: To raise HIV prevention awareness around risk of alcohol use and HIV infection

* Link to dissemination plan and budget

Activity (message product )

Target Who (responsible)

Inputs (what is needed)

Timeline M&E Tools Budget

Campaign – 500 posters & 1000 stickers

Youth Youth facilitator, graphics designer

FGDs to collect data, msg dvpt team, literature review

3 mths (break down by sub-activity)

FGD scripts Feedback forms

FGD=? $Design =?$

Community galas – DVD shows and theatre

Youth, parents, traditional & religious leaders,

Policy round tables – policy briefs and testimony DVDs



Develop a Messaging Plan• Defines the target audience

• Outlines how you determine target audience information needs

• Guides you on how to pre-test ( where, and with who) ensure effective and not discriminatory

• Shares type of packaging you will use to communicate the message

• Gives an idea of how much it will cost, and what resources are needed (experts, search tools etc) to develop the message

• Shares a creative brief on the vision of what the end product will look like, to enable follow-up in staff handovers or turnover



Creative brief for a material would include…A sharp, succinct document, preferably no longer than 3 pages, including:

•Project goal (1-2 lines)

•Project objective specifically addressed by IEC intervention (2 lines max)

•Sub-objective specific to communication (i.e. IEC materials) (2 lines max)

•Need being addressed (3-5 lines)

•Evidence base informing the material ( >5 lines)

•Messaging Plan (include budget in last column) ( ½ page)

•Design and packaging outline (>5 lines)

•Pre-test plan and tools (1 page)

•Dissemination Plan ( ¼ – ½ page)

•Link to M&E ( ¼ page)

•Footnotes and references to show evidence base, links to supporting documents etc



CRITICAL: Link to Project M&EEnsure to link the IEC messaging process with the “end-process” which is the M&E plan/indicators:-What indicators has the project set against the objectives the IEC materials are speaking to?

-Will the IEC materials, process plan & chosen dissemination modes, enable measuring their intended effect/impact through the current indicators?

-At project evaluation time, if planning done right at start - should be able to show precisely the reach/value add/impact, resultant from the IEC materials – otherwise futile !



Management considerations….

• Finances – remember documenting messages in products need a budget

• Skills & personnel - expertise costs

• Time – budget time, so processes not hurried

• Networks – for expertise, dissemination, peer and donor sharing and learning, set-up M&E systems & document what messaging worked/had impact



Poor and wrong messaging can be disastrous – especially if reaching masses, such as television or radio airings, newspaper

inserts, campaigns etc.

(Makwapheni Campaign controversy?)

Can cost organisational integrity, donor trust and value-consideration by community



Treatment &/or Prevention Treatment &/or Prevention messaging … considermessaging … consider• Gender based violence (GBV) – free from violence free from

HIV, support positive living

• PMTCT – preventing transmission to baby, and PMTCT+ for mother preventing premature orphaning

• Cultural practices – educate on risks eg dry sex, promote positive practices protecting women, taboo of ‘sex-dialogue’

• MMC – couples counseling eg she needs to know no sex within 6 wks waiting for healing, use condoms

• Adherence - tips; support structures; benefits vs adverse effects of defaulting



Treatment &/or Prevention Treatment &/or Prevention messaging….considermessaging….consider

• Condoms – female and male, make it exciting & sexy!

• Transactional sex, intergenerational sex, forced sex - economic empowerment, equal opportunities

• Special groups/key populations e.g. sex workers; LGBTI; migrant pops; IDP; institutionalised grps

• MCP - effects on treatment effectiveness; prevention

********************

Tools: Messaging 1) Plan 2)Creative Brief 3) Baseline Report

4) Pre-test Report 4) Dissemination feedback forms



Thank you…..Thank you…..

messaging and iec material development

Documents

coca cola hivaids information

hiv virusknow

memorable p positive

message development3

message development2

powerful message

iec message development

hiv prevention awareness