Review of IEC Initiatives of the State AIDS Control Societies for UNAIDS & NACO

This 8-page Executive Summary describes a review by the Centre for Media Studies (CMS) of India's National Aids Control Organization's (NACO) information, education & communication (IEC) strategy. The report describes Mr. S. Narendra, former Information Advisor to the Prime Minister and Advisor to the Government of India, as guiding the project. The purpose of the project was to review progress in respect to IEC activities undertaken to date at national and state levels including four states: Assam, Madhya Pradesh, Karnataka, West Bengal. According to the study, communication is one of the most important components of preventive/control strategies in the fight against HIV/AIDS.

The study found that communication was "somewhat well focused" and clear in respect to routes of transmission, prevention and misconception but that messages relating to stigma, discrimination, care and support, were "less communicative and confusing." The example, 'I Care. Do You' was
mentioned because it provided no context for the statement. The study also mentions the use of
celebrities on TV/Radio. Many of the celebrity-anchored messages are available through NACO, and are mostly pro-bono. Print literature is offered through a wide variety of booklets, folders, leaflets, posters and stickers. The IEC efforts mainly address the 'general public' and are considered to address
almost all issues relating to HIV/AIDS. The IEC efforts mainly address the ‘general public’ on almost all issues relating to HIV/AIDS.

The report notes that more communication is required on ‘B’ of ABC (Abstinence, Be faithful, Condom) and that that there is a need for more efforts on ‘C’, because of the belief that ‘C’ is for birth control "and the belief among married women that they are ‘safe’ and seem to carry prejudice against C."
The report concluded that high prevalence states generally reflect better general awareness levels and that low prevalence states reported lower awareness
levels but that general awareness is significant.

The report concluded that there is no evidence in sight that a strategy that drives communication and IEC products and provides some continuity to the communication exercise is going to transpire.

Please contact Ms. P N Vasanti: pnvasanti@cmsindia.org for the 8-page Executive Summary.