AFEW: Projects >> Second Mass Media Campaign on Safer Sex & Solidarity (Ukraine)

Second Mass Media Campaign on Safer Sex & Solidarity with PLWHA
Ukraine

PROJECT DURATION: October 2002 through September 2005

DONOR(S): Swedish International Development Agency (SIDA; www.sida.se) and NOVIB, Oxfam, the Netherlands; (www.novib.nl)

PARTNER(S): NGO 'All Ukrainian Network of People Living with HIV/AIDS'; Technical support provided by The Noah's Ark Red Cross Foundation (www.noaksark.redcross.se)

REGION: Ukraine

BACKGROUND:
The HIV/AIDS epidemic is currently growing faster in Eastern Europe and the Commonwealth of Independent States (CIS) than anywhere else in the world. In 2002, there were an estimated 250 000 new cases of HIV, bringing the number of people living with HIV/AIDS (PLWHA) to 1.2 million in this region (UNAIDS/WHO, 'AIDS Epidemic Update', December 2002). Given the high prevalence of other sexually transmitted infections (STIs) and the high level of injecting drug use amongst young people, the epidemic will continue to be grow at an alarming rate.

Ukraine was the first country in the NIS to face an HIV epidemic and it is continuing to experience a massive outbreak. As of 1 April 2003, according to the Ministry of Health of Ukraine, there were 54 630 registered cases of HIV. However, UNAIDS estimates that there are around 500 000 PLWHA in Ukraine, which equates to approximately 1% of the adult population. Ukraine is the first country in Europe to have reached an adult HIV prevalence rate of 1%.

During the last 5 years, HIV has been spreading especially rapidly among injecting drug users (IDUs), although it has now begun to spread to the general population through sexual intercourse. In 2000, 30% of all newly registered cases of HIV in the Ukraine were sexually transmitted, compared to 10% in previous years. The high prevalence of syphilis (i.e., 113.1 per 100 000 in 1999, Ministry of Health of Ukraine) in the region indicates that unprotected sex is common.

The first mass media campaign developed under this project will focus on a safer sex message and will promote condom use and responsible sexual behaviour. The next campaign will address a number of issues intended to help reduce stigma and discrimination towards PLWHA. The third campaign will again focus on safer sex messages. All campaigns will address both issues through printed materials.

OVERALL OBJECTIVE:
To support the development and implementation of a comprehensive and sustained country-wide AIDS policy through the development of HIV/AIDS/STI related mass media campaigns according to international standards and thus contribute to the reduction of the impact of the HIV/AIDS epidemic in Ukraine.

TARGET AUDIENCE(S):
The primary target audience for the Safer Sex Campaigns includes Ukrainian young people between the ages of 15 and 29 years.

The primary target audience for the Solidarity Campaigns includes the general population of Ukraine over 15 years of age.

PROJECT PURPOSE:
At the end of the three-year project cycle, there will be a sustainable Ukrainian organisation capable of developing, implementing and evaluating HIV/AIDS/STI related mass media campaigns and training and supporting regional organisations in the same activities. The Ukrainian organisation will also be recognised by governmental and non-governmental agencies as an expert Ukrainian establishment.

SPECIFIC OBJECTIVE(S):
1. To develop, implement and evaluate three country-wide HIV/AIDS/STI related mass media campaigns, two (2) of which will promote safer sex practices among youth and one (1) 'Solidarity' campaign to address the social and psychological needs of PLWHA
2. To train and support a Ukrainian counterpart organisation in the development, implementation and evaluation of HIV/AIDS/STI related mass media campaigns
3. To support governmental and/or non-governmental organisations in at least five (5) Ukrainian cities on the development, implementation and evaluation of regional HIV/AIDS/STI related campaigns, which will take place under the umbrella of the country-wide campaigns

(EXPECTED) RESULTS:
The 'Safer Sex' campaigns and the 'Solidarity' campaign will have an impact on the knowledge, attitudes, practices and behaviour of the target group, in particular:
· An increase in knowledge of safer sex and condom reliability as prevention methods for HIV/STIs and unplanned pregnancies amongst the target audience.
· A decrease in misconceptions regarding the routes of HIV/STI transmission.
· An increase in the levels of safer sex practices and condom use.
· An increase in the levels of neutral and positive attitudes towards PLWHA.

At the end of each project cycle, all or almost all components of the Safer Sex or Solidarity Mass Media Campaigns will be implemented in at least five (5) Ukrainian cities.

(EXPECTED) SUCCESS:
· At least 70% of the target group in the selected regions will have seen the campaign materials via mass media outlets, information materials and/or public events.
· At least 70% of the target group will have understood the campaign message.
· At least 70% of the target group will perceive the campaign message as appropriate and will approve the content.

(EXPECTED) MATERIALS PRODUCTION:
The following materials will be developed during each campaign cycle:
· At least one 30-second video commercial will be broadcast free-of-charge by national and regional TV channels.
· At least one audio commercial will be broadcast free-of-charge by national and regional radio stations.
· 500 000 information leaflets will be distributed via health facilities, pharmacies, NGOs, schools, universities and at public events.
· 10 000 posters will be distributed via health facilities, pharmacies, NGOs, schools, and universities.
· 100 000 campaign stickers will be distributed via NGOs, schools, universities and at public events.
· Outdoor advertisements will be placed in at least five (5) cities including the capital, Kyiv, and selected others.
· Campaign materials will be placed on the AFEW and partner organisation websites

RESEARCH COMPLETED AND PLANNED BY AFEW:
· In November 2002, a baseline survey on knowledge, attitudes, practices and behaviour related to HIV/AIDS/STIs amongst the target group (n = 1 200 respondents) was conducted in Kyiv. Whilst most young persons in Kyiv possess relatively good knowledge with regards to HIV and STI transmission, there also appear to be areas for improvement in terms of knowledge, attitudes and behaviours. The results of this study have been and will be used when designing information materials and messages for the campaigns.
· Focus groups were conducted amongst the target group on knowledge, attitudes, practices and behaviour related to HIV/AIDS/STIs in January 2003. The results from the focus groups substantiated results of the larger survey, and were used to test information materials for the campaign.
· At the end of the project cycle, post-campaign research on the knowledge, attitudes, practices and behaviour amongst the target group will be carried out to measure the impact of the campaign. Through focus groups and a survey, results will serve as a baseline for the second campaign.

FOR FURTHER INFORMATION, PLEASE CONTACT:
Ludmila Maistat
Project manager
Mass Media Campaign Projects
AIDS Foundation East-West(AFEW)

Office Address:
28A/2 Esplanadna St.
Kyiv 01023 Ukraine
Tel: +38 044 220 6478 or 220 4517
Fax: + 38 044 220 6478
E-mail: ludmila_maistat@afew.org
website: http://www.afew.org

Tanja Grechukhina
Head
Mass Media Campaign Projects
AIDS Foundation East-West (AFEW)

Office Address:
Chayanova St. 15/5
Moscow 125267 Russian Federation
Tel. +7 495 250 6377
Fax: + 7 495 250 6387
E-mail: tanja_grechukhina@afew.org
website: http://www.afew.org

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

Vladimir Zhovtyak
Director
The All-Ukrainian Network of PLWHA
27 Institutskaya St., Room. 11
Kyiv Ukraine
Tel./Fax: +38 044 253 9718