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Behavior Change Communication (BCC)
for HIV Prevention PSI is dedicated to achieving health behavior change by disseminating
tailored message to its target audiences. Behavior change communication
(BCC) combines commercial marketing techniques to position products
and services with messages that promote knowledge and help normalize
and reinforce healthy behaviors.
To reduce risk of HIV, individuals must understand the seriousness
of the AIDS epidemic and how it impacts individuals and communities.
PSI communicates health messages through a variety of channels including
mass media, peer education, school programs, community-theater, mobile
multi-media events, interpersonal communication, and special event
sponsorship.
PSI uses both branded and non-branded (generic) BCC campaigns. Branded
campaigns focus on promoting and creating demand for products, such
as male and female condoms, or services such as voluntary HIV counseling
and testing (VCT). Generic programs address risk perception, transmission
and prevention mechanisms, stigma and discrimination and unhealthy
social and cultural norms. PSI’s BCC campaigns commonly combine generic
and branded communications to promote healthier behaviors while simultaneously
encouraging use of a specific product.
PSI is committed to the continued development of BCC programs, enhancing
the quality of program implementation and improving our ability to
measure program impact.
• BCC to Reduce Stigma and Discrimination in Zimbabwe
In Zimbabwe, where stigma and discrimination remain serious obstacles
to HIV prevention, PSI has developed an anti-stigma mass media campaign
that incorporates real life testimonials by HIV-positive people.
The campaign, “Don’t Be Negative About Being Positive,” has aired
on TV and radio and has been printed in newspapers and on posters
since May 2005. Developed in close collaboration with people living
with HIV/AIDS (PLWHA), the campaign marks the first time in the history
of Zimbabwe that PLWHA have come out openly in the mass media to
talk about their status and the stigma that they face in their everyday
lives. The campaign, which won a 2005 Global Media Award, has helped
to advocate for the acceptance of PLWHA, promote the importance of
knowing one’s HIV status and has shown that there is life after a
positive HIV diagnosis.
• BCC to Promote Condom Use and VCT among Uniformed Service
Personnel in Togo
In Togo, PSI is conducting a BCC campaign with uniformed services
personnel called “Operation Haute Protection (Operation High Protection).”
The campaign focuses primarily on police officers, customs agents,
firemen and para-military. Operation Haute Protection (OHP) promotes
VCT and sexually transmitted infection treatment for uniformed service
personnel and their spouses at military base health clinics, and uses
posters and billboards to communicate the importance of Protector
Plus condoms as a means to prevent HIV.
• BCC to Prevent Drug Use Among Youth in Russia
The HIV epidemic in Russia is being driven primarily by injecting
drug users. In 2003, AIDSMark supported PSI/Russia in launching the
“Zhivi Campaign.” A website targeting youth was launched and PSI teamed
up with MTV to host a series of music concerts promoting the healthy
benefits of a drug-free lifestyle. PSI peer educators circulated through
the audience before and after the concerts talking about HIV and distributing
brochures on the consequences of drug use. Special films were developed
from each concert and were broadcast on MTV Russia multiple times.
Two longer 20-minute films depicting the true stories of two youth
afflicted by drug addiction were also developed and aired. In the
first three months, the shows were viewed by approximately 30 million
people while the internet site attracted over 200,000 unique visitors.
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PSI/Zimbabwe's anti-stigma campaign uses real life
testimonials from people living with HIV/AIDS to show there is life
after a positive diagnosis.
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Togo: This poster, from PSI's BCC campaign
among uniformed services personnel promotes Protector
Plus brand condoms as essential to HIV prevention.
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