AFEW Projects
6th Mass Media Campaign on Safer Sex
within the GLOBUS project
Russian Federation
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Project Duration: July 2005 - July 2006
Donors: the programme is implemented under the GLOBUS project with the financial support of the Global Fund to Fight AIDS, Tuberculosis and Malaria (www.theglobalfund.org)
Partners: Campaign is implemented by the FOCUS-MEDIA Foundation (www.focus-media.ru) with the consultancy help of AFEW
Regions: Russian Federation: Tver, Vologda, Kazan, Krasnoyarsk, Tomsk, St. Petersburg, Buryatia, Orenburg, Nizhny Novgorod, Pskov
Background:
The HIV/AIDS situation in Russia remains very serious. The number of people with HIV continues to grow. As of 30 June 2005, the country had 318394 officially registered cases of HIV. Prior to 2002, more than 90% of people with HIV were injecting drug users. However, since 2003, the proportion of people who contracted the disease through sexual contact has been increasing. In some parts of Russia (Moscow, Tver Region, Krasnoyarsk Region, etc.) more than 50% of new cases of HIV are attributable to unprotected sexual intercourse. The number of young people with HIV has also been increasing, and in certain regions the number of newly infected women already exceeds the number of infected men.
These statistics show that Russia's HIV/AIDS problem continues to escalate, affecting increasingly large segments of the population. At present the problem is not so much a medical, as a social and economic. The only way to stop the problem is by implementing comprehensive measures: providing access to treatment for people living with HIV/AIDS, raising the public's level of awareness about HIV, fighting discrimination against people living with HIV/AIDS, and bringing about initiatives of regional and federal authorities to fight the epidemic.
FOCUS-MEDIA Foundation and AFEW are members of a consortium of non-governmental organisations implementing the GLOBUS (Global Efforts Against AIDS, 2004-09) with financial support from the Global Fund to Fight AIDS, Tuberculosis and Malaria. The goal of this five-year project is to stimulate an effective national strategy to combat HIV/AIDS in Russia. The project's activities are based on an integrated multi-sector approach
Overall Objective:
To prevent HIV/AIDS among young people and broad strata of the population
Target Audiences:
Specific Objectives:
Objectives for promoting knowledge:
To reduce misconceptions that saliva, insect bites, dishes or handshakes can spread the HIV virus To raise awareness that condoms are the most reliable, convenient and safe means of protection against HIV, STIs and unintended pregnancies
Objectives for shaping attitudes:
To increase levels of personal responsibility for safe sexual practices and improve young people's (especially young women’s) understanding of their individual risk of contracting HIV To reinforce the existing attitude that using condoms is the norm (especially among young women)
Objectives for shaping behaviour:
To motivate young people to speak openly to their partners about using condoms and other sexual health issues To reinforce the norm of using condoms and other safe sex methods To strengthen young people's (especially young women’s) ability to say no to sex (including safe sex) if they do not feel certain that they are ready to become sexually active
Expected Results:
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. An increase in the level of safer sex practices and condom use.
Expected Success:
At least 70% of the target group will have seen the campaign materials via mass media outlets, information materials and/or public events and will approve its content. At least 70% of the target group will understand the campaign message.
Expected Materials Production:
TV promotion (30 seconds in duration) Advertisements on radio (30 seconds in duration) Information booklet A2 poster Postcard Pocket calendar A4 proof for magazines 30cm x 40cm proof for stickers to place on transport 20cm x 30cm proof for stickers to place on transport 1.2m x 1.8m proof for posters to place on billboards in the underground 3m x 6m proof for posters to place on street billboards
Research Completed and Planned by AFEW:
Quantitative research carried out in February 2005 by FOCUS-MEDIA Foundation, with consultative support from AFEW, in the 10 regions of the GLOBUS Project. The results of this research were 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
Senior Programme Advisor, Media Campaigns Project
Email: tanja_grechukhina@afew.org
Alyona Pravidlo
Project Manager, Media Campaigns Project, Russian Federation and Mongolia
Email: alyona_pravidlo@afew.org
Office Address:
V. Krasnoselskaya St. 32/3, 2nd floor
Moscow 107140 Russian Federation
Tel: + 7 495 7392695
Fax: + 7 495 7392695
Website: http://www.afew.org
International Postal Address:
AFEW
P. O. Box 75752
1070 AT Amsterdam
The Netherlands
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AFEW:
