AEGiS-15IAC: What can we learn from the Khomanani campaign? Lessons from South Africa's ambitious AIDS communication programme.

15th International AIDS Conference

Bangkok, Thailand - July 11-16, 2004

What can we learn from the Khomanani campaign? Lessons from South Africa's ambitious AIDS communication programme.

Int Conf AIDS 2004 Jul 11-16; 15:(abstract no. ThOrE1386)

Johnson S, Skenjana T, Delany A, Russell B, Goldstein S
Health and Development Africa, Johannesburg, South Africa

ISSUES: HIV/AIDS Communication needs to evolve as the HIV and AIDS epidemics evolve. In South Africa there has been a need to shift from traditional messages around HIV prevention to include campaigns focused on stigma, care and support, and to promote new government programmes. The South African Government commissioned a team to run an expanded HIV/AIDS communication campaign, which has run from September 2001 to March 2004. This campaign, valued at over US$ 12 million, is one of the most comprehensive international communication campaigns on HIV/AIDS.

DESCRIPTION: The Khomanani (Caring Together) Campaign is based on a clear understanding of the priorities in HIV/AIDS prevention and care and of the efficacy of mass communication. It consists of 6 targeted campaigns addressing: 1. Youth Prevention. 2. Support for Orphans and Vulnerable Children. 3. Anti-discrimination and VCT. 4. Promoting awareness and treatment of TB and STIs. 5. Motivating Health Workers to improve the care of People Living with AIDS. 6. Promoting the Government's ARV roll-out programme. Messages are based on research and are kept simple and accessible. Communication channels include a mix of conventional advertising, public service announcements, social mobilisation activities and unconventional advertising. An extensive range of small media has been developed.

LESSONS LEARNED: There are 2 large evaluation studies underway whose findings will be presented at the conference. However, initial reports indicate that the campaign has had an impact in changing attitudes and behaviour in certain areas. The campaign has been over-ambitious at times, which may have decreased its overall impact. Conclusion The Khomanani campaign is an example of a comprehensive HIV and AIDS campaign that considers the need for multiple messages and well as a range of media vehicles. The challenge remains to match excellent media products with scaled up community interventions that increase dialogue and communication at a community level.

Keywords: AEGIS, Acquired Immunodeficiency Syndrome, Communication, HIV Seropositivity, Health Services Needs and Demand, South Africa, Government Programs, Health Services, Counseling, Research, Behavior, Case-Control Studies, Child, organization & administration

040711
ThOrE1386