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PSI/Romania
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Program
Focus: |
HIV/AIDS, reproductive health |
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Target
Population: |
HIV: Nationwide youth aged 15-24, Roma (ethnic minority) males
in Bucharest and men who have sex with men;
Reproductive Health: Women of reproductive age
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| 2006 Estimated Health Impact: |
Unintended pregnancies averted: 54,000
(explained) |
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Products:
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Love Plus Passion three different colored condoms
since 2004
Love Plus Sensations textured condoms since 2002
Love Plus Pleasure lubricants since 2002
Love Plus condoms since 1998
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Local
Collaboration: |
UNFPA, UNICEF, USAID, JSI,
ARAS, SECS, and the Ministry of Health. PSI/Romania
collaborates with Youth for Youth, ACCEPT, district-level health
authorities and other organizations in implementing sexual and
reproductive health activities. |
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Current
Donors: |
Abt Associates
John Snow Institute (JSI)
Local Sponsors: Orange Telecoms and
Amigo Coffee
U.S. Agency for International Development
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| Year Program Began: |
1997
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Project Activities and Highlights
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HIV/AIDS
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| • |
Condom Social Marketing
All PSI/Romania condoms and lubricants are sold at a mid-level price range,
making them affordable to consumers while also generating revenue which
not only covers all condom procurement, distribution and promotion costs
but also funds behavior change interventions with high-risk youth and
men who have sex with men (MSM) for HIV prevention and, from the end
of 2006, all of PSI/Romania’s operational costs. In 2006,Love Plus regained
the number one position in the Romanian condom market with a 33.2% share,
while the overall condom market grew by about 25% after nearly two years
of little to no growth.
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| • |
Youth Programs
PSI’s youth program, funded by sales revenue and corporate sponsors, encourages
responsible sexual behavior in youth with the key objectives of increasing
consistent condom use and testing for sexually transmitted infections
(STIs). The strategy uses interpersonal communications: training young
leaders to endorse risk reduction messages with their friends. The website's name —
“Fac ce vreau, dar stiu ce fac” (I do what I want, but I know what I'm
doing) has become a well-known phrase among youth which marries a desire
for independence with personal sexual responsibility. Mass media campaigns
include innovative email campaign reaching thousands of youth. |
| • |
Men who have sex with men (MSM)
PSI began working with MSM in 2004 with a one-year grant from the Elton
John HIV/AIDS Foundation. In 2006, this program focused on MSM frequenting
night clubs in Bucharest and the MSM internet community. The former helps
informal community leaders to advocate for risk reduction behavior among
their natural social networks. The latter utilizes a website, a weekly
electronic gay men’s health magazine, and an electronic partner notification
program. A mid-term evaluation of the program in Bucharest night clubs
found a dramatic increase in STI testing within the two months prior
to measurement, by 89% among intervention trainees and by 56% among those
with whom they advocated; in addition, those not exposed to the intervention
reported no change in behavior. |
| • |
Roma Male Youth Program
PSI has piloted a program targeted at Roma males aged 15 to 24 in Bucharest.
Through use of edutainment (combining games with information) the program
evaluation showed positive impact on knowledge of HIV and AIDS. A tool
kit has been developed and plans for 2007 include working with MATRA
and sales revenue funds to disseminate its use by other NGOs. |
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Reproductive Health
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Tuberculosis (TB)
PSI and DOW were awarded a 2003 Child Survival Health Grants Program (CSHGP)
grant in the Mentoring Category for TB treatment in Romania. DOW has
been responsible for implementation of the project and providing technical
assistance to PSI programs worldwide in designing and implementing TB
interventions. PSI has provided assistance to DOW in the management and
execution of a CSHGP grant, setting up and maintaining a program in Romania,
developing IEC and training materials and in conducting research. A final
evaluation will be conducted prior to the project end date of March 2007. |
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Completed Projects
HIV/AIDS Prevention
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| • |
RiskNet Regional Program
Beginning in 2002, the regional RiskNet program aimed to
reduce the transmission of STIs,
HIV
and other blood borne viruses through NGO outreach activities targeted
at vulnerable populations such as ethnic minorities, injecting
drug users (IDUs), commercial sex workers (CSWs), and men who have
sex with men (MSM). Over four years, RiskNet successfully
achieved substantial growth in the number of clients served by
the network as well as undertook three major research surveys on
MSM, drug consumption and Roma youth. |
| • |
Love Runs Free Concert to benefit HIV+ Children
With UNAIDS, PSI participated in an organizing committee
for a live, nationally-televised concert of major Romanian performers
held in September 2006. The concert aimed to raise awareness
of and reduce discrimination towards HIV+ persons. Proceeds from
the event supported two charities working with HIV+ children
and their families. |
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Reproductive Health
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Romanian Family Health Initiative (RFHI)
PSI joined in January 2002 as a partner in the RFHI program with funding
by USAID to John Snow Institute. PSI’s principal role became the social
marketing of contraceptives and behavior change communication. PSI’s interpersonal
communications campaign “Among Us Women” reached nearly 200,000 factory
women through 2005. It improved media coverage of health issues through
a program entitled A Daily Subject from 2003 to 2004. In 2005,
PSI developed a mini-series entitled True Women which was aired
on national and regional television in 2006 and won the Population Institute’s
Global Media Award. The RFHI program has made important contributions to
improving RH in Romania. High rates of abortion and low contraceptive prevalence
in the early 1990’s have shown a steady improvement as the 1993, 1999,
and 2004 Romanian Health Surveys have reported drops in the Total Abortion
Rate and increases in the use of modern contraception. |
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Iodine Deficiency Disorder (IDD) Prevention
PSI began working with UNICEF funding in 2003 to reduce iodine
deficiency disorders in Romania by increasing awareness of the
risks and consequences of IDD and promoting the use of iodized
salt. By
the end of the project, 95% of the outlets visited by PSI in
rural areas were selling iodized salt. |
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