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> IEC Campaign |
The IEC campaign is designed to create awareness and influence individual behaviour.? TNSACS works on the globally accepted premise that increased awareness is the key change in behaviour, thus preventing the spread of the HIV infection. Many people think they know what HIV/AIDS is all about; but that is where the problem lies.? Often, misconceptions have been passed off as facts.? In Tamil Nadu too, the HIV/AIDS awareness levels were rather low initially, and the depth of knowledge, shallow, Sustained and increased media activity has led to increased awareness.??? This has, in turn, led to a change in thinking, which is the first step towards a change in behaviour.????? Implemented across the State, the IEC strategy has helped to create a high level HIV/AIDS awareness. Over 75 percent of transmission of HIV in Tamil Nadu is through the heterosexual route.? Yet,? most people who contracted HIV this way never thought that it could happen to them.??? This again points to the need for increased awareness.?? The messages of faithfulness and safe are being used as a part of the awareness campaign through the electronic and print media and through outdoor publicity campaigns in Tamil Nadu. Advertisements on caring for those infected are also being released.?? TNSACS has selected a panel of prominent advertising agencies to design and execute its IEC campaigns.?? It has specifically chosen those agencies with credentials in social communication. Culturally relevant methods of outdoor publicity such as puppet shows, dramas and street plays are used in rural areas.? Advertising agencies created TV spots, radio jingles and press advertisements to create awareness in the community. Some of these materials are distributed at the peripheral level through NGOs/CBOs and other organisations. TNSACS also produced IEC materials such as audio/video cassettes and pamphlets for distribution. A lot of? awareness has been generated through different media .??? In a study commissioned by TNSACS , it was discovered that 32 per cent? of the audience was reached through the Press.?? Television provided a reach of nearly 90 per cent .?? The radio, however, remains the best medium to reach the rural areas with a reach of 74.9 per cent.?? It was found that the reach of messages on bus panels was 38 per cent.?? This study has thus presented an efficient and effective tool to media planners. A two-day workshop was held in February 1998 to sensitise the media about its role in the prevention and control of HIV/AIDS.? The Tamil Nadu State AIDS Control Society has helped institutions such as the Corporation of Chennai to conduct awareness campaigns about HIV/AIDS. On World AIDS Day 1997 , TNSACS organised a human chain in which school and college students participated to demonstrate their determination to fight HIV/AIDS.? The Hon'ble Chief Minister of Tamil Nadu, Kalaignar M.Kkarunaidhi also joined the human chain along with HIV positive children to demonstrate his commitment to the cause. The IEC Campaigns are designed to achieve awareness at the individual and community level.? The general awareness strategy appeals to individuals while social mobilisation is designed to motivate community leaders to influence individual behaviour and help to reduce the risk of HIV infection. People living with HIV/AIDS often face discrimination in the community.? To help them lead a normal life, TNSACS has carried out campaigns, appealing to the public to treat the PLWH/A with concern and compassion.? In the year 1997-98, TNSACS spent Rs.1,165 lakhs on IEC activities.? TNSACS has conducted special IEC campaigns for rural areas to cover a large number of villages through a video-on-wheels (VOW) programme.? This has been done along with traditional outdoor publicity methods.? Every year, an independent agency is commissioned to evaluate the IEC campaign carried out by TNSACS and to estimate the AIDS awareness among the general as well as different sub-population groups through a sample study of about 4,000 people across the State.?? A qualitative study among students, truck drivers, travelling executives and CSWs was also undertaken. Evaluation studies carried out by ORG-MARG and Scope Marketing in Tamil Nadu show that the general awareness about HIV/AIDS increased from 23 per cent in 1992 to 96.2 per cent in 1997.? The awareness level is 98.2 per cent in urban areas and 94.4? per cent in rural areas.? The study showed that the usage of condoms by CSWs had increased to 66 per cent. The present level of awareness has to be sustained to keep up the momentum of success that has already been achieved. |
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