AFEW: Projects >> 5^th Mass Media Campaign on Safer Sex & Solidarity with PLWHA

5^th Mass Media Campaign on Safer Sex & Solidarity with PLWHA
Russian Federation

PROJECT DURATION: June 2004 – February 2005

DONOR(S): Ford Foundation, Elton John AIDS Foundation, European Union - Tacis Institution Building Partnership Programme (IBPP) (http://europa.eu.int/comm/europeaid/projects/tacis/ibpp_en.htm)

PARTNER(S): NGO FOCUS-MEDIA

REGION: Russian Federation

BACKGROUND
Currently, the Russian Federation (RF) is experiencing one of the worst HIV/AIDS epidemics in the world. According to the Russian Federal AIDS Centre, the number of registered cases of HIV had increased from 1 071 cases at the end of 1995 to 248 005 cases, or 169.8 per 100 000 population as of 4 August 2003. The majority of infections have occurred amongst injecting drug users (IDUs) although it is now spreading to the rest of the population via sexual transmission.

Since most experts, including the World Health Organisation and the Russian government, assume that the actual number of cases is 5 to 10 times the official figure, many researchers now believe there may be more than 1 million people in the RF infected with HIV. The number of people living with HIV/AIDS (PLWHA) in Western Europe stands at roughly 570 000 (UNAIDS, 'AIDS epidemic update, 2002', December 2002). The latest figures from the Russian Federal AIDS Centre predict that the figure will rise to 5 million PLWHA in the RF by the end of 2005.

Since 1996, AFEW staff have, in close partnership with the Russian NGO FOCUS-MEDIA, developed, implemented and evaluated four Safer Sex Mass Media Campaigns in the RF, which promote condom use and responsible sexual behaviour amongst youth, and have distributed information materials on sexual health issues on a large scale. International experience has proven that the implementation of well-designed mass media campaigns is an effective and cost-efficient method.

In this campaign, AFEW and FOCUS-MEDIA will bring together a safer sex message to encourage personal responsibility for staying healthy, promote personal choice in matters of safer sex and condom use, and to promote solidarity with PLWHA.

OVERALL OBJECTIVE:
To support the development and implementation of a comprehensive and sustained country-wide HIV/AIDS/STI policy through the development of a mass media campaign with Safer Sex and Solidarity messages according to international standards, and thus reduce the impact of the HIV/AIDS epidemic in the RF.

PROJECT PURPOSE:
At the end of the project cycle, a sustainable Russian organisationcapable of developing, implementing and evaluating HIV/AIDS/STI related mass media campaigns and training and of supporting regional organisations in the same activities will exist and be recognised by governmental and non-governmental structures as an expert Russian establishment.

TARGET AUDIENCE(S):
The primary target group for the Safer Sex Campaign component includes young people between the ages of 15 and 29 years from all groups and levels of society with different backgrounds, experiences, sexual preferences and levels of education.

The primary target group for the Solidarity Campaign component includes individuals between the ages of 15 and 50 years from all groups and levels of society with different backgrounds, experiences, sexual preferences and levels of education.

SPECIFIC OBJECTIVES:
1. To develop, implement and evaluate a country-wide mass media campaign with Safer Sex and Solidarity messages.
2. To further train and support the Russian counterpart organisation FOCUS-MEDIA in the development, implementation and evaluation of Safer Sex and Solidarity with PLWHA Mass Media Campaigns.

(EXPECTED) RESULTS:
The following represent the expected impact the campaign will have on knowledge, attitudes, practices and behaviour amongst the target group, in particular:
· An increase in knowledge of safer sex and condom reliability in relation to the prevention of HIV/STIs and unplanned pregnancies amongst the target audience.
· A decrease in misconceptions regarding the routes of HIV/STI transmission.
· A decrease in the level of stigmatisation towards PLWHA.
· An increase in the level of safer sex practices and condom use.

(EXPECTED) SUCCESS:
· At least 75% of the target group will have seen the campaign materials via mass media outlets, information materials and/or public events.
· At least 75% of the target group will understand the campaign message.
· At least 75% of the target group will perceive the campaign message as appropriate and will approve its content.

(EXPECTED) MATERIALS PRODUCTION:
The following materials will be developed during each of the campaigns:
· At least two 30-second video commercials will be broadcast free-of-charge by national and regional TV channels.
· At least two audio commercials will be broadcast free-of-charge by national and regional radio stations.
· 400 000 information leaflets will be distributed via health facilities, pharmacies, NGOs, schools, universities, and at public events.
· Outdoor advertisements will be placed on Moscow outdoor billboards and in the metro.
· Campaign materials will be placed on the AFEW and FOCUS-MEDIA websites

RESEARCH COMPLETED AND PLANNED BY AFEW:
· In September 2002, post campaign evaluation on knowledge, attitudes, practices and behaviour amongst the target group (n = 1 200 respondents) towards HIV/AIDS/STIs related issues was conducted to evaluate the impact of the 4th Mass Media Safer Sex Campaign in the RF. The results of this research will be used for the development of the next Mass Media Campaign in the RF.
· Focus groups and in-depth interviews on HIV/AIDS/STIs and safer sex issues were conducted amongst the target group.
· At the end of campaign cycle post-campaign research on knowledge, attitudes, practices and behaviour amongst the target group will be carried out to measure the impact of the campaign.
· Focus groups will be conducted amongst the target group.

FOR FURTHER INFORMATION, PLEASE CONTACT:
Tanja Grechukhina
Head
Mass Media Campaign Projects
AIDS Foundation East-West (AFEW)

Office Address:
V. Krasnoselskaya St. 32/3, 2nd floor
Moscow, 107140, Russia
Tel: +7 495 7392695
Fax: +7 495 7392695
E-mail: tanja_grechukhina@afew.org
website: http://www.afew.org

International Postal Address:
AFEW
P. O. Box 75752
1070 AT Amsterdam
The Netherlands

Elena Pozdnjakova
Deputy Director
Co-ordinator Mass Media HIV/AIDS Prevention Campaigns
Public Health and Social Development Foundation 'FOCUS-MEDIA'

Office Address:
Maly Peachany per. 4
Moscow 125057 Russian Federation
Tel/Fax: +7 495 158 1233
E-mail: elena_pozdnyakova@focus-media.ru or info@focus-media.ru
website: www.focus-media.ru