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About Our Work: Behavior Change Communications (Last Updated: January 2005) |
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Behavior change has been an important strategy for combating HIV since the
beginning of the epidemic. Encouraging behavior change is often complicated by a
lack of services, widespread poverty, discrimination against persons who have
HIV, and cultural norms.
The best methods for behavior change interventions are personalized,
emotionally compelling, use positive role models, demonstrate sensitivity to
social and cultural norms and expectations, and recognize the unique barriers to
change in the local environment.
MARCH: Modeling and Reinforcement to Combat HIV is a U.S. Government
behavior change strategy developed by the Centers for Disease Control and
Prevention. The MARCH strategy combines individual behavior change
with efforts to change social norms through entertainment as a vehicle for
education using broadcast media, and community outreach efforts to reinforce
messages.
Long-running serialized dramas have been effective in portraying believable
role models and have led to the adoption of positive behaviors which reduce the
risk of HIV infection. Interpersonal reinforcement and support from friends,
family members, and others help individuals initiate behavior changes, link
people to resources in the community, and support the changes in social norms
necessary to sustain behavior change over time.
In Botswana, MARCH...
- Works with local partners and consultants to produce a popular radio
serial drama focusing on culturally specific, AIDS-related issues. The
program, Makgabaneng, began airing in August 2001 and will continue through
2005.
- Supports the establishment of Makgabaneng as a local entity that will
continue to develop and implement HIV prevention entertainment-education
programs.
- Assists local nongovernmental organizations (NGOs), schools and
faith-based partners to train discussion group facilitators who work in
communities across Botswana.
In Zimbabwe, MARCH...
- Works with the Media for Development Trust to produce the radio serial
drama, Mopani Junction, focusing on HIV/AIDS issues. The 104-episode drama is
written and produced in three languages.
- Trains scriptwriters and provides ongoing consultation on creating
characters and storylines that are both empirically and theoretically sound.
- Helps faith-based and civic organizations conduct Mopani Junction
listening discussion groups.
Radio drama makes impact on listeners
Two separate 15-minute episodes of Botswana's radio drama, Makgabaneng,
meaning "Rocky Road," air twice weekly on two national broadcast stations. The
characters provide models for behavior, and the storylines reflect the culture
and the support services of the local environment.
The Makgabaneng project includes listening discussion groups and road shows
to reinforce HIV prevention behaviors and encourage listenership in the
community.
A 2003 survey found that 45% of Batswanas report listening to the program one
or more times every week.
Weekly listeners of the radio drama demonstrated greater knowledge about key
HIV issues and less stigmatizing attitudes.
For example, weekly listeners were:
- more likely (82.8%) to recognize that prevention of mother-to-child
transmission (PMTCT) is possible than other respondents (66%);
- more likely (96%) to say they would allow a HIV-positive relative to live
in their household than other respondents (87.4%).
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