communication strategy: on the impact of hiv and aids on

NAC Communication Strategy on the Impact of HIV&AIDS on all MDGs.

1

OF CONTENTS

MESSAGE FROM THE NAC ........................................................................................................................... 1 MESSAGE FROM THE UNDP ....................................................................................................................... 3 LIST OF ACRONYMS ....................................................................................................................................... 4 BACKGROUND & JUSTIFICATION ............................................................................................................ 5 Conceptual Definition of MDGs, HIV and Aids ............................................................................. 8 Analysis of the Interface .................................................................................................................... 10 Communications Infrastructure ..................................................................................................... 12 GOAL DETERMINATION ............................................................................................................................ 14 IDENTIFICATION & PROFILING OF AUDIENCE .............................................................................. 15 DEVELOP MESSAGES .................................................................................................................................. 16 SELECTED COMMUNICATION CHANNELS ....................................................................................... 22 MEDIA TOOLS ................................................................................................................................................ 45 ESTABLISH PARTNERSHIPS .................................................................................................................... 46 EVALUATION & MID COURSE ADJUSTMENTS ................................................................................ 47 RECOMMENDATIONS ................................................................................................................................. 48 IMPLEMENTATION PLAN ......................................................................................................................... 49 BUDGET ............................................................................................................................................................ 51

Healthcare Publications

[Year]

NAC Strategic Media [Type the document subtitle]

GMI

NACZAMBIA

April 2010

COMMUNICATION STRATEGY:

ON THE IMPACT OF HIV&AIDS ON THE PROSPECTS OF ATTAINMENT OF OTHER MILLENNUIM DEVELOPMENT

GOALS (MDGs) IN ZAMBIA, 2010-2015

[ U N D P A N D N A C ]


2

Review Team

UN Joint Team: Dr. Amaya Gillespie, UNAIDS Country Coordinator; Georgina Fekete, UNDP Deputy Country (Programmes); Dr Rosemary Kumwenda, UNDP ARR/Advisor – HIV&AIDS and Poverty; Elda Chirwa, UNDP National Economist – SPU; Olive K. Munjanja, ILO Programme Officer – HIV&AIDS; Francis Mbilima, UNDP Programme Analyst – HIV&AIDS; and Barbara Chansa, UNDP Programme Associate – HIV&AIDS.

NAC Team: Dr. Geoffrey Chishimba, Director – Impact Mitigation, Treatment, Care and Support; Justine Mwiinga, Donor Coordination and Public Relations Manager; Douglas Hampande, IEC Specialist; Teddy Musonda, Procurement Officer; Chilongoshi Julius, District AIDS Coordination Advisor (DACA) – Livingstone; Elizabeth M. Maliwa, DACA – Lusaka; Nachilima Felisho, Human Resources Officer; Catherine Muyawala, Resource Centre Manager; Charles Nkunta, MIS Specialist; Fridah Kamanga, Support Staff; Bedson Nyoni, Librarian; Crispin Melele, Specialist – Provincial and District Multi‐sectoral Response; Elizabeth Choseni, Global Fund CCM Administrator.

Team of Consultants: Dr. Chiselebwe Ng’andwe and Ms. Hope Khumalo, Changa Management Services; and Mr. Emmanuel Mulenga, Ms Paxina Phiri, Dr. Joseph M. Kasonde and Dr. Ridgeway Liwena ‐ Healthcare Publications;.

Partners Review Team: Mr. Pride Namakobo ‐ Community Development; Shichitambu C. Wamulume ‐ Lusaka DHMT; Dr. Francis Manda – UTH; Chapadongo Lungu ‐ Zambia Union of Journalists; Mr. Musonda Friday ‐ Zambia Police Service; Alvin Chunga ‐ Zambia Daily Mail; Kenny Simamuna ‐ Pact Zambia; Estella Mbewe ‐ Network of Zambian People Living with HIV; Tamara M’hango ‐ HOT FM Radio; Chila Namaiko ‐ Times of Zambia; Daniel Banda ‐ Hone FM/TV; Pamela Chama ‐ Primus Media; Bennie Mundando and Suzane Mwanza ‐ New Vision Newspaper; Alex Katambala – DIGICOM; Joseph Banda ‐ Times of Zambia; Arlene Phiri – SAFAIDS; Talent Ng’andwe ‐ MISA Zambia; and Doreen Mukanzo – ZNBC.


3

MESSAGE FROM NATIONAL AIDS COUNCIL (NAC)

I am pleased to share with you, our stakeholders, the National HIV/AIDS/STI/TB Council (NAC) Communication Strategy on the impact of HIV&AIDS on all MDGs. This plan aligns the NAC’s priorities with the work required to meet the needs of the country to develop a strategic plan to build up the knowledge of the population regarding the linkage of HIV&AIDS response with a view to improving other development outcomes which are enshrined in the Millennium Development Goals (MDGs). The Strategy lays out activities we will undertake to address these linkages and ensure effective dissemination of vital information on MDGs and knowledge to both rural and urban populace. We have taken into account comments from you, our stakeholders to ensure that our priorities reflect what is important to you and the MDGs as set out by the United Nations. Various analytical studies and reports1 have demonstrated that the extent of success or failure of the response to HIV&AIDS is key determinant to such countries’ likelihood of attaining the MDGs. At national level, the severe health and socio‐economic impacts of HIV&AIDS are well documented. However, public awareness about specific HIV&AIDS ‐ induced effects on the countries’ fundamental economic and social development performance and the detrimental effects of the pandemic exerted on many of the other MDGs require further exploration and dissemination. HIV&AIDS is a threat to each of the MDGs and reversing its spread forms a central platform for Zambia to achieve the goals. Incidentally, Zambia is endowed with diverse stakeholders who have partnered to respond to the epidemic. Parliament’s passing of the National HIV&AIDS Bill in November 2002 brought into existence the National HIV/AIDS/STD/TB Council (NAC), with the mandate to coordinate the national response. Henceforth, the national, sectorial, district and community based initiatives followed suit. The NAC has since become a useful framework to blend initiatives of governmental, donors, non‐governmental organizations, community‐based organizations, faith based organizations and the business sector in response to HIV epidemic. The multi‐sectoral approach to respond to HIV&AIDS, of which Zambia is playing a championing role, reflects the multi‐dimensional nature of epidemic. In essence, ensuring that such a multi‐dimensional epidemic and response is not privileged information beacons the need to enhance mainstreaming of HIV&AIDS in all sectors. Developing a critical mass of well informed citizenry would positively change the way individuals, households, communities, institutions and policy makers respond to HIV&AIDS epidemic as well as contribute to meaningful advocacy for concerted effort to attain the MDGs. 1 Hecht R, Alban A, Tailor K, Post S, Andersen NB, et al., 2006 Putting it together: AIDS and the Millennium Development Goals, PloS Med 3(11):e455. doi: 10.137/journal.pmed.0040455


4

Our plan is to actively engage in the Radio and Television programs, especially at sub‐national and community levels, that involve interactive broadcasting where the audience can participate through phone‐in and texts messaging. Such interactive models using Community‐focused Radio and Television Stations have proved to be beneficial. Our approach is to utilize the expertise of stakeholders and to make use of our mandate in an efficient, fair and transparent way. We have consulted widely on this communication strategy and we will continue our commitment to communicate our key initiatives and performance measures it sets out. We appreciate the comments of our stakeholders in shaping this strategy and recognize that our ability to succeed in reaching these goals depends on their continued input and support. We specifically wish to acknowledge the sustained technical and financial support received from the UNDP. It is our privilege to serve the country and its people. This is a responsibility we will continue to carry out with professionalism, dedication and diligence. Dr. B. Chirwa Director General, NAC April, 2010


5

MESSAGE FROM THE UNDP

UNDP is pleased to be associated with fostering greater understanding, support and participation of all Zambian in efforts towards attainment of the Millennium Development Goals (MDGs). We, therefore, commend this initiative by the National HIV&AIDS/TB/STI Council (NAC), especially given that the media have a special place in communicating development messages. All the intentions and grandiose ideas enunciated at national and international level would come to nothing if they were not able to reach the beneficiaries and other stakeholders. In this regard, the multi‐sectoral response to HIV&AIDS calls for particular attention and professional expertise in the delivery of messages. Human development has many facets, but many of such impact on others to a varied extent. The world leaders who set the Millennium Development Goals (MDGs) in 2000 clearly had this in mind when they identified key areas for priority attention. HIV&AIDS has had an impact on all the other areas of development covered by the MDGs; conversely the multi‐sectoral and coordinated response by all the other sectors is necessary for the successful elimination of HIV&AIDS. Understanding and working on this interactive relationship is the purpose of this Communications Strategy. A two‐way dialogue between the country and the international community is also necessary for mutual support and success. Whereas the policies and interventions are national, the tools and resources often lie across borders. UNDP is well placed to be the conduit in this dialogue as the representative of the community of nations. UNDP in Zambia will, therefore, remain available to facilitate the spread of knowledge about the link between the HIV&AIDS response and the other seven MDGs. The successful implementation of this strategic plan will determine the outcomes. Our colleagues in NAC can count on us to support all activities deemed necessary to implement the Strategy.

Viola Morgan UNDP Country Director Lusaka, Zambia


6

LIST OF ACRONYMS AIDS Acquired Immune Deficiency Syndrome CSO Central Statistical Office DHS Demographic Health Survey FAO Food and Agriculture Organization FNDP Fifth National Development Plan HDRs Human Development Reports HIV Human Immuno‐deficiency Virus IEC Information Education Communication ICT Information, Communication and Technology IFAD International Fund for Agricultural Development ILO International Labour Organization MDGs Millennium Development Goals MDGR Millennium Development Goals Report MENR Ministry of Environment and Natural Resources MFNP Ministry of Finance and National Planning MLGH Ministry of Local Government and Housing MOE Ministry of Education MOH Ministry of Health MYSCD Ministry of Youth Sport and Child Development ECZ Environmental Council of Zambia NAC National HIV/AIDS/STI/TB Council UNAIDS United Nations Programme on HIV and AIDS UNDP United Nations Development Programme UNFPA United Nations Population Fund UNICEF United Nations Children’s Fund WHO World Health Organization


7

Executive Summary Overview HIV&AIDS is universally recognized as a threat to development worldwide. Specifically, it is acknowledged that halting the spread of HIV infection is not only a Millennium Development Goal (MDG), but also a necessary condition for success in attaining the other seven MDGs. Through consultations with stakeholders, NAC undertook to develop a communication strategy as part of national HIV&AIDS advocacy strategy to increase awareness about the evidence‐informed linkage between MDG 6 and all other MDGs. The strategy draws on the lessons from the twin and parallel work on documenting that linkage from 1990 to 2008. Purpose of Communication Strategy The overall purpose was to develop a strategic that will build up the knowledge of the population regarding the linkages between HIV&AIDS and the MDGs in responding to and improving other development outcomes. The main objectives of the undertaking were to:

Outline a strategy for the target media and audience; Plan for the series of talk shows on the impact of HIV&AIDS on all MDGs; Cost the plan, goal by goal; and Undertake media research and baseline on knowledge levels.

Key Strategy Development Processes

The following were the key expectations from this undertaking:

Conduct relevant media research to feed into the strategy, highlighting public knowledge gaps vis‐à‐vis the interface between HIV&AIDS and the MDGs;

Document the specific SWOTs for each potential media vis‐à‐vis communicating development information (the impacts of HIV & AIDS on all MDGs – stressing the case of Zambia – from both quantitative and qualitative dimensions).

Undertake to develop a feasible, annual and costed strategic media engagement plan, using standard tools; and

Apply participatory and facilitation approaches, and engage in dialogue with the key local media, stakeholders and partners, both state and non‐state parties, to authenticate the final strategic plan.

Methodology and Strategic Focus

The areas of focus during the preparation of this strategy were as clearly stipulated in the following Table 1.


8

Table 1. Priority Areas of Focus during the development of the Communication Strategy # Activity Detailed Process

1 Identification of the media and target groups

Identified and classified the media appropriately (TV and radio). Assessed the effectiveness of each type of Media in all regions of the country.

Identified the audiences in line with the findings of Zambia Demographic and Health Survey, 2001/2.

Assessed the listenership of the Media and matched this with the target audience.

2

Defining the appropriate Media for Specific target groups

Assessed materials to be used for selected media and target audiences. Assessed the characteristics of the target audiences demographically and

select the appropriate Media. Assessed the most cost effective ways to carry out the intended messages. Researched on target audiences to highlight barriers of intended messages.

3 Define the messages for each Media or Target groups

In liaison with the consultants developing information kits, ensured effective delivery of the messages to the target groups.

Determined the key points to be communicated to and through the Media.

4 Preparing a Programme of Implementation

Used the available tools to develop a clear a concrete timeline or work plan for organizing around time, finances and staff needed to implement the 8 series of talk shows.

Listed all the required activities or actions. Under each activity, outlined the steps in sequence that will lead to

completion. Assigned a budget to each step. Assigned staffing needs to each activity.

5 Monitoring and Evaluation

Specify times to take stock of progress in completing the strategic plan. Create a list of indicators of progress or achievements. Periodically determine the strengths and weaknesses. Identify obstacles to successful attainment of the objectives.

Implementation Plan In implementing the strategy, the stress will be on developing a culture of delivering and “making the money work.” The implementation plan is based on three interrelated processes, namely: (a) efficient people processes, (b) operational processes and (c) strategy processes. The plan identifies the need for NAC to re‐engineer its operations and review the structural design with a view to strengthen focus on efficient processes and concrete results. Monitoring and Evaluation In monitoring the implementation of the strategy, the Balanced Score Card will be used as both a management and performance measurement tool. The scorecard should be used to assess how well the Strategic Plan is performing in meeting envisioned goals and stakeholder expectations.


9

TABLE OF CONTENTS 1.0 BACKGROUND AND JUSTIFICATION .......................................................................................... 1

1.1 Conceptual Definition of Key Concepts .......................................................................................................... 1

1.1.1 The Millennium Development Goals (MDGs) ..................................................................................... 1

1.1.2 Country Situation ............................................................................................................................................ 1

1.1.3 Linking MDGs to HIV&AIDS: the Conceptual Framework ............................................................ 2

1.2 Analysis of the Interface ........................................................................................................................................ 2

1.2.1 Human Development and HIV&AIDS ..................................................................................................... 3

1.3 The Communications Infrastructure in Zambia......................................................................................... 3

2.0 GOAL DETERMINATION ............................................................................................................... 6

2.1 Expected Outcomes ................................................................................................................................................. 6

3.0 AUDIENCE IDENTIFICATION AND PROFILING ......................................................................... 6

3.1 Underlying Rationale .............................................................................................................................................. 6

4.0 DEVELOPMENT OF KEY MESSAGES ON THE LINKAGE ........................................................... 6

4.1 Framing Messages about the impact of HIV&AIDS on all MDGs ........................................................ 6

4.2 Appropriateness of Messages ‐ Overall .......................................................................................................... 7

4.2 Appropriateness of Messages – Specific ........................................................................................................ 7

5.0 SELECTED COMMUNICATION CHANNELS ............................................................................... 13

5.1 Methodology ............................................................................................................................................................. 13

5.2 Summary of Selected Communication Channels ..................................................................................... 14

5.2.1 Approach, Timing and Motivation ......................................................................................................... 14

5.2.2 Pre‐Broadcasting Sensitization ............................................................................................................... 14

5.2.3 Preparatory Meeting .................................................................................................................................... 14

5.2.4 Media Research Results .............................................................................................................................. 15

5.2.5 Knowledge Gaps on MDGs and HIV&AIDS ......................................................................................... 15

5.2.6 Panel Selection ................................................................................................................................................ 15

5.2.7 Rationale of use of both National and Community Mass Media .............................................. 15


10

6.0 MEDIA TOOLS .............................................................................................................................. 17

7.0 NURTURING PARTNERSHIPS .................................................................................................... 17

7.1 Stakeholders Position on appropriate Media ........................................................................................... 17

7.2 National Capacity for Implementation of the Initiative ....................................................................... 18

8.0 EVALUATION AND MIDCOURSE ADJUSTMENTS .................................................................. 18

9.0 LESSONS LEARNT AND RECOMMENDATIONS ....................................................................... 19

ANNEXURE .......................................................................................................................................... 20

A. Implementation Plan .............................................................................................................................................. 20

B. Proposed Activity‐Based Budget ....................................................................................................................... 21

C. Phased Scale‐up Activity‐Based Budget ......................................................................................................... 22

D. Key Findings from the Media Research ......................................................................................................... 24

D1. Distribution of audience, radius, language and areas covered by Radio Stations .............. 24

D2. Characteristics of Selected Potential Media ......................................................................................... 26

D3. Distribution of Audience, Radius, Language and areas covered for TV Station .................. 29

D4. Characteristics of selected potential media for TV Stations ......................................................... 30

D5. Key Features applicable to all Radio and TV Stations ..................................................................... 31


1

1.0 BACKGROUND AND JUSTIFICATION

1.1 Conceptual Definition of Key Concepts

1.1.1 The Millennium Development Goals (MDGs)

The Millennium Development Goals (MDGs), initiated by the United Nations (UN), were adopted by 189 countries at the UN Millennium Summit held in September, 2000. Broadly, the objectives of the goals are to adopt new measures to respond to poverty, hunger, illiteracy, gender inequality, diseases and environmental degradation. The challenges for Zambia in achieving the goals have been translated into time bound targets. The goals and the targets are global as well as country specific. There are in all 8 MDGs as follows:‐

1. Eradicate extreme poverty and hunger 2. Achieve universal primary education 3. Promote gender inequality and empower women 4. To reduce child mortality 5. Improve maternal health 6. Combat HIV&AIDS, malaria and other diseases 7. Ensure environmental sustainability 8. Develop a global partnership for development

Each of the goals has one or more targets to be achieved by the end of 2015. There are in all 18 such targets. In the run up to meet the targets, the progress of the countries are to be measured quantitatively with the help of a number of quantitative indicators. There are 48 such indicators listed by the UN and standard International definitions for these indicators have also been enunciated.

There is no compulsion for any country to work towards meeting the MDG targets. However, the MDGs have become a framework for judging the progress of different nations. Failure to achieve MDG targets will reflect poorly on a nation’s capability and will also bring in global implications.

1.1.2 Country Situation

The Zambian government has committed itself to achieving the Millennium Development Goals (MDGs) and henceforth, the Fifth National Development Plan (FNDP) for 2006‐2011 gives reassuring priority to poverty reduction. Determined multi‐sectoral initiatives seek to raise public awareness of the importance of the Goals. The task will, nevertheless, be formidable given that Zambia has so far made marginal progress towards the eradication of poverty and hunger (MDG 1).

The majority of the population (64 %) lives on less than $1 a day and 87 % have less than $2; figures that are worse than in the MDG baseline year of 1990. Although harvests have been good for the last three years, the World Food Programme (WFP) describes food insecurity as widespread due to sensitivity to local rainfall patterns; food


2

aid remains in place for about 370,000 beneficiaries. There is a growing gap between the rich and the poor. The elite (in the cities) have adopted a Western standard of living and put great emphasis on material wealth. Nevertheless, Zambia has the potential to achieve nearly all of the MDGs, according to the Progress Report published in 2005.

One important exception is maternal mortality (MDG 5), which has been increasing in recent years. This worrying trend is also true for literacy rates (MDG 2) which have declined since 1990. Today, one third of the adult population is illiterate. However, free primary education was introduced in 2003, and 95 % of children are now going to primary school.

1.1.3 Linking MDGs to HIV&AIDS: the Conceptual Framework

Human welfare, understood as the capacity of men, women and children to live a better and more productive life, has always been at the core of national and international development efforts. The Declaration of 189 Heads of States and Government at the United Nations in 2000, proclaiming the eight Millennium Development Goals (MDGs), brought the efforts to the highest level of commitment and ushered in a new sense of urgency. In their concern to underscore specific goals, the policy makers set clear priorities for attention: poverty reduction, primary education, gender equality, child health, maternal health, HIV&AIDS response and environmental sustainability. However, these specific points for action should not distort the holistic nature of human development. Moreover, within this holistic approach, there may be elements among the goals at country level, which assume a central role in the linkage to others. In the case of Zambia, HIV&AIDS constitute such an element. In this strategy, therefore, HIV&AIDS reduction is presented, not as being linked linearly to other MDGs, but rather as the dominant element in the development architecture or landscape of the country.

1.2 Analysis of the Interface

It is widely acknowledged, in literature, that a number of diverse, quite often interlinked and complex factors underlie the prospects of nations in sub‐Saharan to attain the MDGS; but the HIV&AIDS impact stands out as one such major crosscutting threat to sustainable human development. According to Hecht et al. (2006), HIV&AIDS kills more people than any other infectious disease and is the fourth leading cause of death worldwide. The HIV pandemic remains the most serious challenge to public health of all infectious diseases. Various analytical studies and reports have shown that the extent of success or failure of the response to HIV&AIDS is a key determinant to such countries’ likelihood of attaining the MDGs. At national level, the severe socio‐economic impacts of HIV&AIDS are well documented. However, public awareness about specific HIV ‐induced effects on the countries’ development performance and the detrimental effects that the pandemic exert on many of the other MDGs require further exploration and dissemination.


3

Source: UNGASS Report fro Zambia 2008 and Zambia HDR 2007.

In general terms, there is consensus among key development analysts that action short of “steady progress on the sustainable and multisectoral response to HIV&AIDS” will make it difficult, if not impossible, for many countries to achieve their MDG targets. In the word of the former UN Secretary General, Koffi Annan;

“How we fare in the HIV&AIDS response is crucial. Halting the spread is not only a Millennium Development Goal in itself; it is a prerequisite for reaching most of the others. Only if we meet this challenge can we succeed in our efforts to build a humane, healthy and equitable word. Let us ensure we are equal to it.”

In the specific case of Zambia, goal by goal assessment in the first chapter of the 2007 Zambia Human Development Report (HDR) indicated that HIV&AIDS was undermining each of the goals in multiple ways. The interaction is as portrayed in Box 2 below.

1.2.1 Human Development and HIV&AIDS

The Zambia HDR 2007 contends that although the instruments for understanding the national socioeconomic impacts of HIV&AIDS were still being refined, emerging evidence suggested that when the direct and indirect effects were taken together, adverse impacts on development were significant both at national, community but more so at household and personal levels (refer to Box 2). The report, therefore, advocated that responding to HIV&AIDS was fundamental for Zambia to make any sustainable progress on attainment of human development.

1.3 The Communications Infrastructure in Zambia

The Communications infrastructure in Zambia is regulated by a government agency known as Communications Authority. The Communications Authority is a statutory body established by an Act of Parliament, Telecommunications Act No. 23 of 1994. This Act mandated the Communications Authority to:

(a) Supervise and regulate the provisions of telecommunication goods, services and products in the country;

(b) Promote competition; and (c) Ensure that the benefits of this sector accrue to the citizens of Zambia and its economy.

Box 1. Status Update on HIV & AIDS in Zambia

Index case diagnosed 1984 Current Population at 12, 160, 516 2008 489,330 died of AIDS‐related illnesses 2005 914,691 living with the virus 2005 44,329 new infections vs. 629 2005 vs, 1985 801,420 children orphaned due to AIDS 2005 Prevalence estimated stable at 14.3% 2008 One million Zambians are HIV+ 2008 295,240 need ART 2008 Young people aged 15‐24 account for 8% of the HIV+ population 2008 Increased number of pregnant women testing HIV+ at 21% 2008 Number of OVC at 1,291,079 2008


4

Box 2. Linkage between HIV&AIDS and MDGs’ Attainment Prospects in Zambia

Adapted from: Zambia HDR 2007 and Hecht et al, 2006

In addition, the Communications Authority is mandated under the Radio Communications Act chapter 169 to administer the radio frequency spectrum in Zambia. Zambian Communications infrastructure is as such diverse. According to the Communications Authority, the outlay in Table 1 depicts the communications infrastructure and capacities which exists in Zambia.

MDG 1 “Increase Poverty and Hunger”

Malnutrition & OIs Orphans, erode response Feminize poverty (access to resources & control) HH revenue loss vs. heavy costs Risky coping Eroded resilience to shocks Lowers GDPs (adult deaths) Jeopardize HH investment

MDG 7 “Accelerates Environmental

Degradation” Loss of traditional knowledge of natural resources management Inappropriate use and pressure on land use Poor hygiene and sanitation ‐ exacerbates opportunistic infections (OIs). Poor management Loss of qualified staff

MDG 2 “Compromise Universal Access to Education:

Affects supply and demand dynamics Absenteeism, big classes – poor quality Teacher and pupil mortality Dropping enrolment & attendance, drop out Illiteracy Withdraw to child labour

MDG 6 “Exacerbates the effects of malaria & complicates TB

control” Suppressed immunity system to respond to malaria & OIs Jeopardize treatment & malaria prophylaxis High co‐infection rate with TB (60%); Low condition use & lack of vaccines Low VCT uptake, stigma

Documented

Impact(s) of HIV & AIDS on MDGs

multisectoral and directional

MDG 3 “Enhances Gender Inequities” Sacrifices girls to work or early marriages or sex on set HIV rates and impacts not gender neutral GBV, sexual abuse of girls, forced prostitution and human trafficking shrouded in silence and denial.

MDG 5 “Worsens Maternal Health”

Suppressed immunity = child birth complications Existing Health care models ill prepared to respond Compromised maternal health during pregnancy Stigma and isolation (unskilled deliveries at home)

MDG 4 “Underpins Child Mortality”

Heightened child morbidity & mortality MTCT Limits options to viable child nourishment Malnutrition Low health‐seeking behavior by infected mothers


5

Table 2. Communication Infrastructure in Zambia

# Type Outreach General Assessment 1 Telephones – main lines in use 88,400 Facilities are aging but still among the best

in sub‐Saharan Africa domestic: high‐capacity microwave radio relay connects most larger towns and cities; several cellular telephone services in operation; Internet service is widely available; very small aperture terminal (VSAT) networks are operated by private firms international: country code ‐ 260; satellite earth stations ‐ 2 Intelsat (1 Indian Ocean and 1 Atlantic Ocean)

2 Telephones – mobile cellular 241,000

3 Radio broadcast stations AM 19, FM 5, shortwave 4

4 Television broadcast stations 95 Internet country code .zm

6 Internet Service Providers (ISPs) 13

7 Internet users 68,200

The term “communication” means the process people use to exchange information and ideas. All communication activities make use of some form of media or channel of communication (e.g. mass media, community media, Internet and interpersonal communication). Much of the communication efforts and practices are concerned with transmitting series of messages to people.

Nearly all communication practitioners stress that, for such communication to be effective, it should be a two‐way process, with “participation” and “dialogue” as key elements especially when communicating HIV&AIDS and MDGs to target audience. Within the context of this strategic plan, the concern is with programme communication, which is in itself informing and creating awareness among all the target groups in all the Districts and Provinces, using the existing communications infrastructure.

Programme communication also works to create an environment through which communities, particularly affected communities, can discuss, debate, organize and communicate their own perspectives on issues of HIV&AIDS and MDGs as well as share experiences and best practices. These environments are fundamental to changing negative perceptions and behaviours that undermine efforts to halt their spread and reach developmental goals.

The NAC, through its broad coverage and network, has enormous opportunities not only to address issues of stigma, fear, denial and discrimination associated with HIV&AIDS but also to enlighten the general populace on the MDGs commitments.


6

2.0 GOAL DETERMINATION

2.1 Expected Outcomes

The following results are expected from the talk shows and will form the basis for evaluation of the impact of the initiative:

(a) Increase interest of more people being motivated to listen to programmes on the relationship between HIV&AIDS and MDGs.

(b) A more educated public on the impact of HIV&AIDS on all other MDGs. (c) A more responsive public to the benefits of knowledge about general issues of

HIV&AIDS and their impact on the MDGs. (d) More people become participants in the campaign against ignorance about

HIV&AIDS and MDGs. (e) Lessened effects of stigmatization of people living with HIV on attainment of all

MDGs. (f) Increased sectoral actions on HIV&AIDS to mitigate its effects on development.

3.0 AUDIENCE IDENTIFICATION AND PROFILING

3.1 Underlying Rationale

A successful campaign needs to build a profile to which people can relate. A good communications strategy will ensure that the right information reaches the target audiences. Media is the most common tool supporting any communication strategy. If used effectively, the campaign can become well known and respected. Moreover, using the media will make the campaign more transparent and accountable to the public and it helps to build reputation and influence. As highlighted above under 1.3 – Communications Infrastructure, there are various media forms which can be adopted to carry the intended messages for the intended targets (for details, please refer to section 5.0). 4.0 DEVELOPMENT OF KEY MESSAGES ON THE LINKAGE

4.1 Framing Messages about the impact of HIV&AIDS on all MDGs

The message is the key item that people want to know and agree with. A message is not the same as a slogan. A slogan is usually a few words that sum up the message. For example, the message “We can eradicate polio by 2005” could be summed up in the slogan “Wipe out polio!” Message themes can be a few sentences that explain the main ideas. These themes should be the basis of all communications such as posters, pamphlets, speeches, interviews, submissions and petitions. Everyone involved in the campaign should understand the message and stay on it ‐ one spokesperson contradicting a message on TV or radio can ruin a campaign. People must know that the campaign is happening. Use of slogans and logos on all media and at all events to make sure people identify this as part of the campaign.


7

Logos can also be used to popularize the campaign ‐ a good example is the red HIV&AIDS ribbon which people wear to show that they support the campaign. Famous personalities can also be used to speak in support of the campaign, appear on posters or endorse the campaign in some public way. It often helps to have one well‐known person who acts as the public face of the campaign. Zambia has Marsha Moyo as the MDG Advocate who may be requested to assist with the campaign.

4.2 Appropriateness of Messages Overall

The focus should be on the MDGs, for the following reasons:

(a) Public knowledge of the MDGs is very poor. The subject appears too remote for most people, with no apparent relevance to their immediate problems of hunger, shelter and survival. Research in the three provinces that were visited (Southern, Lusaka and Copperbelt) revealed that media personnel had little or no knowledge on the MDGs. This included presenters and producers.

(b) Talk of HIV&AIDS is so common that the subject no longer attracts attention, unless it relates to topical news item such as male circumcision or contraceptive injections. At the time of the research, it was also found that there were no programmes running on MDGs in relation to HIV&AIDS on all the stations.

4.2 Appropriateness of Messages – Specific

Specificity is vital to capture attention of the targeted audience. Options are herein provided. Nonetheless, the choice of any given caption message should be mutually determined and informed by the evolving evidence‐based strategic focus of key stakeholders to the undertaking, that is UNDP and NAC.

Regular title: (i) Millennium Development Goals and HIV&AIDS Options (ii) Human Development and HIV&AIDS (iii) Poverty and HIV&AIDS (iv) MDGs and Poverty Reduction The following are some of the information contents and messages, goal by goal as stipulated in Table 3.

Table 3. Key Specific Messages Goal by Goal

# MDGs Contents Suggested Messages

1 Goal one: Eradicate Extreme Poverty and Hunger

Definition of poverty and hunger: Absolute and relative

poverty, malnutrition and under nutrition; Source of data on poverty; National measurement on poverty: Poverty headcount ratio

(% of population living below national poverty line), goals and targets addressed, rationale, methods of computation, periodicity of measurement, limitations;

International measurement on poverty: Proportion of population below $1 (PPP) per day, goals and targets addressed, rationale, methods of computation, periodicity of measurement, international data comparison, limitations;

Poverty gap ratio: Goals and targets addressed, rationale, methods of computation, periodicity of measurement, International data comparison, limitations;

Alternative measures of poverty: Malnutrition and under nutrition, under weight of children, prevalence of underweight children under five years of age, goals and targets addressed, rationale, methods of computation, periodicity of measurement, international data comparison;

Proportion of the population below minimum level of dietary energy consumption (under nourishment): goals and targets addressed, rationale, methods of computation, periodicity of measurement, international data comparison, limitations;

Measurement of poverty using consumer durables; Goals, target and indicators of poverty: base year, current level

and projection; Rate of actual progress and rate of required progress in

poverty reduction; Levels, trends and differentials in poverty in developing

countries.

1(a) Wealth and HIV&AIDS Less work means less wealth. Untreated HIV&AIDS means less

work With treatment capacity for work can

be maintained. 1(b) Food, Nutrition Security and

HIV&AIDS Less nutritious food means worse

outcomes for the infected and affected.

Good food is important but not a cure. Treatment without nutritious food is

ineffective. Local Foods are Goods and Affordable


9


2 Goal two: Achieve universal primary education

Basic concept on literacy rate, youth literacy rate, adult

literacy rate, gender gap in literacy rate, goals and targets addressed, rationale, methods of computation, periodicity of measurement, International data comparison, limitations;

Concept of gross enrolment ratio; Net enrolment ratio: Methods of computation of net

enrolment ratio in primary education, goals and targets addressed, rationale, periodicity of measurement, international data comparison, limitations;

Continuation rate: Proportion of pupils starting grade 1 who reaches grade 5: definitions, goals and targets addressed, rationale, methods of computation, periodicity of measurement, international data comparison, limitations;

Source of data on enrolment and literacy; Factors affecting the school enrolment in developing

countries; Levels, trends and differentials in school enrolment in

developing countries; MDGs Indicators on primary education: base year, current

levels and projections.

2. Our children’s education and HIV&AIDS All children should have a chance to

be educated. But the number of primary school teachers has been reduced drastically by HIV&AIDS. Treatment could keep our teachers at work. Prevention would be better.

Mother‐to‐Child Prevention of HIV&AIDS is good promise. An infected mother could have safe delivery and negative child

Infected children should have access to ART as well to live health lives

Treatment for infected children is now available

3 Goal three: Promote gender equality and empowerment of women

Concepts and definitions of gender equality; Concepts and definitions of gender empowerment; Gender inequality in education: Ratio of girls to boys in all

levels of education and youth literacy rate, goals and targets addressed, rationale, methods of computation, periodicity of measurement, international data comparison, limitations;

Feminization of the HIV with rates compared to men; Gender inequality in wage employment: Share of women in

wage employment in the non agricultural sector, goals and targets addressed, rationale, methods of computation, periodicity of measurement, international data comparison, limitations;

3. Our Women in Zambia are still disadvantaged and need economic empowerment

Gender equity is essential for development. There can be no real development until women are empowered to occupy leadership positions and have opportunities for income generation.


10


3 Goal three: Promote gender equality and empowerment of women cont.

Gender inequality in political process: proportion of seats held by women in national parliament, goals and targets addressed, rationale, methods of computation, periodicity of measurement, international data comparison, limitations;

Theoretical and empirical evidences on gender differentials in school education, youth literacy rate, mortality, wage and parliament representations from developing countries;

Gender based violence; Gender stereotyping;

Refer above (cont.)

4

Goal 4: Reduce child mortality and HIV&AIDS

Defining infant mortality (neo natal and post neo natal mortality), child mortality and under five mortality, computation of infant mortality and child mortality, targets addressed, rationale, goals, periodicity of measurement of Infant and child mortality;

Levels, trends and differentials of infant and child mortality in developing countries;

Strategy to improve the infant mortality and child mortality.

4. Child Mortality and AIDS in Zambia

We are losing our children to AIDS, mainly through Mother‐to‐Child transmission of HIV. This transmission can now be prevented with suitable medication. There can be no real development when children are not allowed to grow up due to AIDS.

5 Goal 5: Improve maternal health and HIV&AIDS

Defining maternal health and reproductive health; Measuring maternal health (maternal mortality ratio and maternal mortality rate);

Levels, trends and differentials of maternal mortality in developing countries;

Targets addressed, rationale, goals, periodicity of measurement of maternal mortality ratio and birth attended by skilled health professionals;

Factors affecting maternal mortality in developing countries: selected examples;

Strategy to improve maternal health.

5. Mothers continue to die in childbirth in large numbers

One mother in every 200 births still dies in childbirth. No woman should be allowed to die in childbirth. Loss of a mother is loss of care for several children. There can be no development when healthy women cannot go through pregnancy and childbirth safely.


11


6

Goal 6: Combat HIV&AIDS, malaria, and other diseases:

Definition, basic concepts and components of reproductive health: Family planning, maternal care, STIs/ HIV&AIDS;

HIV&AIDS in world: Epidemiological situation, attitude and stigmas associated with HIV&AIDS, vulnerability to HIV&AIDS‐young people, mobile population;

Definitions, goals and targets addressed, rationale, methods of computation, periodicity of measurement, international data comparison and limitations;

Epidemiological transition with respect to malaria, tuberculosis and other non communicable diseases: Co‐infection, Goals and targets addressed, rationale, methods of computation, periodicity of measurement, international data comparison and limitations of data on malaria and other major diseases.

7. HIV & AIDS complicates control of

other public health problems Without controlling HIV&AIDS you cannot achieve the Millennium Development Goals.

Sustainable access to affordable essential medicines is critical to combating HIV&AIDS and other diseases of public importance. TRIPS domestication, alternative remedies, human rights and Public Health

7

Goal 7: Ensure environmental sustainability and HIV&AIDS

Defining sustainable development; implications of climate change and adaptation strategies

Causes of environmental degradation in developing and developed countries, sustainability of eco system;

Indicators used in measuring environmental sustainability; Linkages between population, resources and environment‐ the pathways: sub‐division, depletion and degradation of renewable resources;

Trends in population size, growth and availability of agricultural land, land under forest cover and clean water;

Trends in urbanization and urban environmental problems sanitation, solid waste, air pollution and urban health;

Linkage between population, consumerism and environmental degradation.

7. The environment is our future: Let’s protect it

Where are the workers to protect our environment? With AIDS, there are limited human resources for protecting the environment. With the vulnerability brought forth by HIV&AIDS, pressure on the environment has intensified for survival.


12


8 Goal 8: Develop a global partnerships for development

This should be handled differently as it is a means of achieving the others. Considerations include: International Treaties, Agreements and Commitments vs.

implications for sustenance of HIV&AIDS services TRIPS: Public Health and TRIPS domestication Guaranteed access to essential medicines: Free ARVs and

scale‐up scenarios in relation to international drug market; generics versus patented combinations.

Openness of the negotiations to the experiences and voices of the poor and their representative. Role of Civil Society Organizations – is Code of Conduct a viable option?

Special need of LDCs and landlocked countries: impact of debt relief on the human development.

From commitment to fulfillment: level of adherence to international commitments (UNGASS, ODA, Paris Declaration on Aid Effectiveness…)

7. Free or laissez faire Trade and Commerce: Promoting Social Justice and Concern for the Poor

Valueless and moral dilemma: Are the international agreements pro‐poor?

Predictability, fairness and adherence of the trading and financial system in the context of challenging public health burden complicated by the impact of HIV&AIDS.

Do developing countries have adequate information and collective bargaining power for fair trade agreements?

Is debt relief making a difference for Zambia’s MDGs prospects?


13

5.0 SELECTED COMMUNICATION CHANNELS

5.1 Methodology

In arriving at the selected communication channels, the similarities of certain areas in both urban and rural settings were taken into consideration. The provinces visited represented fairly what was pertaining in the whole country. Southern, Lusaka and Copperbelt provinces were used as representative sample on what was obtaining on the ground in other provinces for public, private, community radio and TV stations. Based on the above, in‐depth interviews with the radio presenters and station managers involved with HIV&AIDS programmes were contacted to find out the target group(s) for each programme, the time the programme was aired and the duration. Person–to‐person interviews were important in securing first hand information, especially with key informants producing HIV&AIDS messages from both Radio and Television (TV) stations. Feedback was obtained from, among others:

Controller of TV ZNBC; Programme Manager, Radio 2, ZNBC; The Marketing and Public Relations Manager, MUVI TV; The programme managers and producers were also interviewed respectively at Radio Phoenix, Mazabuka Radio, Sky FM in Monze, Zambezi FM in Livingstone, Mosi‐o‐Tunya Radio, Christian Voice, Yatsani Radio and Icengelo Radio on the Copperbelt, and Copperbelt Broadcasting Services (CBS).

The main findings of the survey in the sampled provinces are summarized in Annexes A‐F. The list of other stations in various provinces, which were not visited but are ably represented in the sample, are as below (see Table 4). Table 4. List of other Mass Media Stations per Province

# Province Radio Stations and Intent TV Stations

1 Lusaka

Hone Fm‐ a college radio station. UNZA Radio‐ a college radio station HOT Fm‐ a commercial radio station 5Fm ‐ a commercial radio station QFm ‐ a commercial radio station JOYFm ‐ a commercial radio station

Mobi TV‐ a commercial TV Station

CBC TV‐ a commercial TV station.

2 Luapula Yangeni Radio‐ owned by the Catholic Church situated in Mansa.

3 Northern Radio Mano‐ a private community radio station situated in Kasama.

4 Southern Chikuni Radio‐ a private Catholic community radio station situated in Chisekesi in Monze district.

5 Western

Radio Liseli‐ a Catholic community radio station situated in Mongu.

Radio Lyambai‐ a private community radio station also situated in Mongu.


14

# Province Stations and Intent TV Stations

6 Eastern

Radio Breeze‐ a private commercial radio station situated in Chipata.

Radio Maria‐ a Catholic community radio station situated in Chipata.

Petauke Explorers‐ a community radio station situated in Petauke.

Radio Chikaya‐ a community radio station situated in Lundazi.

7 Central

Radio Mkushi‐ a community radio station situated in Mkushi.

Radio Maranatha‐ a Christian radio station owned by the Seventh Day Adventist situated in Kabwe.

8 North‐western

FCC radio‐ a community radio station situated in Solwezi.

5.2 Summary of Selected Communication Channels

5.2.1 Approach, Timing and Motivation

Approach: Live, recorded or phone‐in‐programmes should be used but the most preferred approach would be the live phone‐in‐programmes, which would give an immediate feedback. This is not so with the recoded one because it has to wait until the next progamme to have the issues raised answered. Timing: In all the stations in most of the provinces the broadcasting time varied from 09:00 hours to 20:00 hours depending on the nature of the programme and target audiences. The time after the main news in the evening is preferred for those in formal employment and school going children, particularly those at secondary level. Motivation: The intention will be to involve the audience to participate in quizzes with prizes so as to motivate them. Prizes could be in form of T‐shirts inscribed with HIV&AIDS and their impact on all the MDGs or anything else the sponsor may find appropriate.

5.2.2 PreBroadcasting Sensitization

All the participating stations selected to pilot the initiative will be needed to run promotional messages in order to prepare the listening public about the commencement of the programmes. This is so in order to woo maximum listenership. Recorded spot messages, to run repeatedly, can be used for this purpose. We recommend that pre‐broadcasting sensitization messages run for two weeks on everyday basis prior to the commencement of the programmes.

5.2.3 Preparatory Meeting

There is need for a preparatory meeting for all stakeholders. Various options were debated on whether to hold this centrally, regionally or locally. Due to cost implications it is suggested that this meeting be held centrally in Lusaka. The meeting will involve NAC, UNDP, the Producers of the programmes and the Presenters. This will assist in ensuring that all are aware of the expectations.


15

5.2.4 Media Research Results

Research in the three provinces that were visited revealed that media personnel had little or no knowledge on the MDGs. This included presenters and producers. At the time of the research, it was also found that there were no programmes running on MDGs in relation to HIV&AIDS in any of the stations. The indication on the qualitative assessment of media capacity per given media was similar because despite the different names, most of the issues on the ground were the same. There would be need for capacity building for them to effectively disseminate the messages on HIV&AIDS and their impact on all the MDGs.

5.2.5 Knowledge Gaps on MDGs and HIV&AIDS

An assessment of HIV&AIDS Radio Campaign Messages in Zambia of 2006 conducted by PANOS highlights only one programme on Millennium Development Goals (MDGs) and HIV&AIDS. This programme was presented on Radio Two of the Zambia National Broadcasting Corporation (ZNBC) every Sunday at 10:00hrs and was ran for one hour. It was a discussion programme. The key targets in this programme were policymakers, the government and its cooperating partners drawn from various sectors, which included government, civil society and the donor community, to discuss issues pertaining to HIV&AIDS and how Zambia can best attain the MDGs with regard to HIV&AIDS. The main messages in this programme aimed at constantly reminding policy makers of the commitments they had made in order to attain the MDGs. It acted as a watchdog on the strides that were made in the area of HIV&AIDS vis‐à‐vis the attainment of the MDGs. The programme was not sponsored and was an initiative of ZNBC. Clearly there is need for many more programmes of this nature.

5.2.6 Panel Selection

The panel selection for the 8 programmes will be varied. NAC and UNDP will launch the shows preferably with Ms. Marsha Moyo, the MDGs Zambia advocate. The panels will preferably consist of three (3) and only in special circumstances approved by NAC will the panel be increased. This increase should not be by more than two people. There should be high profile government representation on the launch of the programme to enlist more public interest. The preferred panel listing for each programme for both TV and Radio is as shown in Table 5.

5.2.7 Rationale of use of both National and Community Mass Media

According to an assessment of HIV&AIDS Radio Campaign Messages in Zambia of 2006 conducted by PANOS, the National Broadcaster particularly Radio 2 only enjoys 28.4 % of the radio audience share. It is, therefore, worthy noting that Community Radio stations are critical in the dissemination of HIV&AIDS and its impact of on all the eight MDGs. Community radio stations supplement the services of the national radio and TV stations. Community radio and TV stations are autonomous stations serving mainly single cities and their surrounding areas with distinct local political and cultural identities; hence are worthy using in this project.


16

Table 5. Proposed Panelists for the Series of Talk Shows

Series MDGs Preferred Panel

1 Millennium Development Goad 1: Eradicate extreme poverty and hunger

Presenter NAC/UNDP/WFP/JASZ Lead Government – Preferably Ministry of Finance of Finance and National Planning, Community Development and Social Services and/or Local Government

Civil Society – Such as CSPR, JCTR,

2 Millennium Development Goal 2: Achieve universal Primary education

Presenter NAC/UNICEF or UNESCO/JASZ Lead Unions – ZNUT, BETUZ Government – Preferably Ministry of Education Civil Society – ZANEC, FAWEZA etc

3

Millennium Development Goal 3: Promote gender equality and empower women

Presenter NAC/UNFPA or UNDP/JASZ Lead Government – Preferably Ministry of Gender or GIDD

Civil Society/Community Advocate (NGOCC)

4 Millennium Development Goal 4: Reduce child mortality

Presenter NAC/UNICEF/WHO/JASZ Lead Government – Preferably ‐ Ministry of Youth and Child Development/MoH

Civil Society – e.g. CHIN

5

Millennium Development Goal 5: Improve maternal health

Presenter NAC/WHO/UNICEF/JASZ Lead Government – Preferably Ministry of Health (MoH)

Civil Society ‐ CHAZ

6 Millennium Development Goal 6: Combat HIV&AIDS, Malaria and other diseases

Presenter NAC/UNAIDS/JASZ Lead Government – Ministry of Health Civil Society – NZP+, Rollback Malaria, TB Coalition

7 Millennium Development Goad 7: Ensure environmental sustainability

Presenter NAC/UNDP/JASZ Lead Government – Ministry of Tourism Environment and Natural Resources/Environmental Council of Zambia/Local Authorities

Civil Society e.g. Green Living Movement of Zambia

8

Millennium Development Goad 8: Develop Global Partnerships for Development

Presenter NAC/UNAIDS/World Bank or IMF/JASZ Lead Government – Ministries of Foreign Affairs and Commerce, Trade and Industry (PACRO)

Civil Society Alliance on fair Trade/JCTR


17

6.0 MEDIA TOOLS

A SWOT analysis, that is advantages and disadvantages, of different media tools available in the country revealed that radio and television would be most suited. These tools could be used in conjunction with other tools such as cellular phones and land lines since the preferred media would be phone–in radio and television programmes. Table 6. SWOT Analysis of available Media Tools

# Type of Media Tools Advantages Disadvantages

1 Display media – posters, calendars, wall charts, etc

Popular, visuals Longevity, public relations potential

Limited space for information Audience must be able to read and understand the language

2 Organizational print media – newsletters, pamphlets, books

Control of message Can communicate a more detailed, complicated story

Require language and literacy skills

Require a lot of effort to produce

Become outdated quickly Might be viewed as propaganda

3 Mass print media– newspapers, magazines, etc

Reach large audiences, powerful

Have credibility

Audience is defined Language, literacy and price limit access

4 Mass electronic media – radio, television

Direct Reach large audiences Accessible

Require production skills Time‐bound Can send mixed message

5 Folk media – drama, music and oral testimonies

Emotive Engaging Potentially interactive Can be used in many arenas

Require skills and effort Time‐bound Message may get lost without follow‐up

Limited audience

6 Visual electronic media – internet

Global and efficient Reach mass audience Able to control message

Expense limits type of audience who can access

Requires language skills

7 Cellular telephone – sms’s

Immediate Efficient

Limited space for content Limited access

7.0 NURTURING PARTNERSHIPS

7.1 Stakeholders Position on appropriate Media

Despite good intent and extensive use of all available media (television and print) by various stakeholders such as the government ministries, cooperating partners, corporate world, churches and non‐governmental organizations, appropriate and timely messages do not always reach their intended target groups, due to the following reasons:

Inappropriate language and presentation modes that have not been effectively communicated, making it difficult for the target groups to understand the gist of messages.


18

Inappropriate messages for various target groups have been another setback. Coverage of HIV&AIDS vis‐à‐vis MDGs is inadequate with regard to various target groups in most communities countrywide, therefore underscoring the whole essence of informing and educating to the public.

Lack of engagement of the target group on issues of HIV&AIDS vis‐a vis MDGs. Lack of planning for using appropriate media for message by various stakeholders, which underscores messages reaching the intended target groups.

Limited research on issues on HIV&AIDS vis‐à‐vis MDGs by some media personnel in various media.

7.2 National Capacity for Implementation of the Initiative

The capacity to reduce the impact of HIV&AIDS vis‐à‐vis MDGs by the year 2015 is attainable. There are five private and public television stations and about twenty (21) private, public and community radio stations countrywide. These media houses have the capacity to play an important role in communicating the message of HIV&AIDS on all MDGs in most parts of the country.

Using all available and relevant media and tools, the infected and affected can be helped to seek appropriate services or attention. It is imperative that education and sensitizing of various target groups becomes a continuous process and priority in the efforts to reduce the impact of HIV&AIDS.

8.0 EVALUATION AND MIDCOURSE ADJUSTMENTS The monitoring and evaluation (M&E) of the initiative will require applying different methods to meet a wide range of information needs. However, the current multi‐sectoral response M&E framework will be sufficient and only augmented by the following proposed approaches. 1. Participatory impact monitoring (PIM): Participatory M&E systems will be

revitalized with key stakeholder groups involved in project implementation. This will involve the stakeholders in setting their own performance questions and targets, developing monitoring systems and participating in training to support implementation.

2. Government statistics: Government normally collects a range of population,

economic and agricultural statistics relevant to project M&E. Improvements in some aspects of this data gathering will be supported by the project and the reliability of the data will be assessed.

3. Field observations: All project and implementing partner staff will continually

undertake systematic field observation. This will require producing and using key questions relevant to their area of work, training and information gathering and synthesis procedures.


19

9.0 LESSONS LEARNT AND RECOMMENDATIONS As indicated above, the best option remains electronic media (radio and television) if the message is to reach the intended different target groups on time. Use of the most effective and appropriate communication that plays a vital role in informing and educating the target groups in various communities countrywide is essential. It is also important that various media houses have continuous re‐orientation and training on HIV&AIDS and MDGs issues, in order to keep the target updated and informed on the new dimensions regarding the two issues. Appropriate and well researched messages are essential modes of communication and must be accurate, precise and timely. It is also important to use simple, non‐discriminatory, non‐degrading and non‐alarming language. Correct terminologies should be tailored accordingly and should be relayed in a clear and concise manner. It remains imperative, therefore, that through radio and television live programmes, there is immediate feedback and interaction between the stakeholders and target groups to have an effective communication system. This helps build confidence in boosting and providing the on‐hand information to help relay accurate and timely information. An atmosphere of hope is also given to the infected and affected target groups, in that through this kind of message delivery and interaction, an open forum of discussion is opened. Use of local language is important and must be encouraged at all levels so that no group is marginalized. Having weighed all the pros, cons and not only the financial implications, coupled with taking into account that NAC has a nationwide representation with full time workforce, it is feasible that production of these series be done within the NAC framework vis‐à‐vis providing the oversight of the execution of the programme. The available NAC and UN Communication Group would also stimulate efficiency and ownership of the initiative.


20

ANNEXURE

A. Implementation Plan In summary the proposed implementation schedule is as follows.

Activity Phases Planned Sub Activity Locality Target M&E Means Cost in US$

Timeframe ( Year/Quarter)

Annual (Quarterly) Q1 Q2 Q3 Q4

Preparatory Stage

Preparatory Meetings/workshop Lusaka‐NAC, UNDP, Presenters & Producers Programme monitoring 4,600

Preparation of Pre‐Broadcast Lusaka‐ NAC and Producers Programme monitoring 6,000 Acquisition of Promotional Materials/Gifts for the talk shows Lusaka – NAC Programme monitoring 20,000

Pre Broadcasts Country wide ‐Producers Programme monitoring 6,000

Series of talk shows on impact of HIV&AIDS on all MDGs

Contracts with Media institutions NAC/UNDP Programme monitoring 6,000 Production of the shows Producers Programme monitoring 6,000

Rolling out the series Nationally and to central regions by Public and Private Media in Lusaka

Producers PIM 54,600

Rolling out the series to regions by Community Media Producers PIM 109,200

Monitoring Verification of deliverables as per schedule and budget NAC/UNDP Field observation 6,840

Evaluation End of Activity Evaluation NAC/UNDP Terminal Report 9,540


21

B. Proposed ActivityBased Budget

# Activity Phases

Locality/Target Cost Items Quantity Unit Cost per Unit US$

Number of Units

Required

Total Cost (US$)

M&E Means

1 Preparatory Stage

Preparatory meetings to address expectations

Hall Hire 1 N/A 200 2 400 Programme MonitoringTransport N/A Person 20 60 1,200 Programme Monitoring

Accommodation N/A Person day 50 60 3,000 Programme Monitoring

Preparation of Pre‐Broadcast Adverts Preparation N/A N/A 200 30 6,000 Programme Monitoring

Promotional Materials T/shirts 10,000 N/A 2 10,000 20,000 Programme Monitoring Pre‐Broadcasts Airtime 7 N/A 200 7 6,000 Programme Monitoring

Sub total 36,600

2

Series of talk shows on the impact of HIV&AIDS on all MDGs

Contracts with Media Institutions Legal N/A N/A 200 30 6,000 Programme Monitoring

Production of shows N/A N/A N/A 200 30 6,000 Programme Monitoring

Public media in Lusaka – ZNBC TV

Media contracting; Air time, etc 1

Number of Series

1,200 8 9,600

PIM

Moderation fee 1 150 8 1,200Panellist stipend 4 75 8 2,400

Public media in Lusaka – ZNBC Radio (1,2 & 4)


Number of Series

150 8 3,600

Moderation fee 3 150 8 3,600 Panellist – stipend 9 75 8 5,400

Private Media in Lusaka – Muvi TV


Number of Series

1,200 8 9,600


Private Media in Lusaka – PHOENIX


Number of Series

150 8 1,200


Sub total 54,600


22

C. Phased Scaleup ActivityBased Budget

# Activity Phases

Locality/Target Cost Items Quantity Unit Cost per Unit

US$ Number of

Units Required Total Cost (US$)

M&E Means

3

Rollout of Talk Shows to regions by Community Media (Cascade by Region Community Media)

Lusaka Province

Media contracting; Air time, etc 7 Number

of Series

150 8 8,400

PIM


Southern Province


Number of Series

150 8 4,800


Western Province


Number of Series

150 8 2,400


North‐Western Province

Media contracting; Air time, etc

2 Number of Series

150 8 2,400


Copperbelt


Number of Series

150 8 3,600


Luapula


1 Number of Series

400 8 1,200


Northern


3 Number of Series

150 8 3,600



23

# Activity Phases Locality/Target Cost Items Quantity Unit Cost per Unit

US$ Number of

Units Required Total Cost (US$)

M&E Means

4

Rollout of Talk Shows to regions

Eastern


of Series

150 8 3,600

PIM


Central


of Series

150 8 1,200


Sub total 9 109,200

5

Monitoring activity execution

Programme Monitoring

DSA 2 Person Days 80 9 1,440 Programme

Monitoring Fuel 200 litres 3 5,400 Sub total 9 6,840

6

Evaluation Terminal Report

Consultancy fees 1 Person Days 300 9 2,700

Field Observation DSA for Core Team 2 Person Days 80 9 1,440

Fuel 200 litres 3 9 5,400 Sub total 9 9,540

7

Total 9 216,740 Contingency @ 10% adjusted for inflationary pressure 21,700

Grand Total 238,440


24

D. Key Findings from the Media Research

D1. Distribution of target audience, radius, language used and areas covered by Radio Stations

Radio Station About the Station

Number of people reached & radius

Target Audience

Communication Capacity

Language(s) used Area covered

Radio Phoenix

A commercial/community radio station. Situated in Lusaka and currently covers four provinces out of the nine provinces of Zambia.

3 to 4 million people mainly along the line of rail.

15‐55 years old. Though it caters for all ages.

Ability to effectively run the intended programmes.

English

Lusaka, Southern, Central and Copperbelt provinces.

Yatsani radio A Catholic owned community radio station situated in Lusaka.

2 million covering a radius of 120 km from Lusaka.

10‐55 years. Though it caters for all ages.

Can effectively run programmes on HIV&AIDS and its impact on all the 8 MDGs.

English, Bemba,

Nyanja & Soli.

Lusaka, Mazabuka, Chongwe, Mumbwa & Kabwe.

Christian Voice

A Christian radio station situated in Lusaka.

350 million people on both FM and shortwave frequencies.

The Youth are targeted (18‐35 years)

Can effectively run programmes on HIV&AIDS and its impact on all MDGs.

English, Nyanja,

Bemba, Lozi, Tonga.

Throughout Zambia, the rest of Central and Southern Africa

ZNBC R1 A state owned radio channel which transmits in local languages.

Covers the entire country.

All the people of Zambia.


Kaonde, Lunda,Luvale Lozi, Tonga, Nyanja and Bemba

All the 72 districts.

ZNBC R2 A state owned programming Channel which transmits in English.

Covers the entire country.

All the people of Zambia.


English In all the 72 districts.

ZNBC R4 English Channel running entertainment and commercial programmes.

Roughly about 5 million people

All the people of Zambia in the catchment area.


English

Mostly along the line of rail from L/stone to

Chililabobwe.


25

Radio Station About the station

Number of people reached & radius

Target Audience

Communication Capacity

Language(s) used Area Covered

Radio Icengelo

A community radio station owned by the Catholic Diocese of Ndola. The radio station is situated in Kitwe.

2 million. All age groups.


English, Bemba and Lamba.

The entire Copperbelt.

Zambezi FM

A commercial radio station in the tourist capital of Livingstone

1. 8 million over a radius of 100 km from L/stone

18‐50 years


English, Tonga, Lozi and Nyanja

Livingstone, Kazungula,

Zimba and part of Zimbabwe.

Sky FM A commercial radio station located in Monze, the southern province of Zambia.

1.5 million 19‐50 years


English, Tonga, Lozi and Nyanja

Kabwe, Lusaka, Kafue,

Mazabuka, Monze, Choma, Livingstone

Mazabuka radio

A community radio station which is located in the southern province of Zambia in Mazabuka.

3 million over a radius 150 km 15‐50 years

Can effectively run programmes on HIV&AIDS and its impact on all the 8 MDGs and have qualified staff

English, Tonga, Lozi.

Lusaka, Mumbwa, Itezi Tezi, Namwala, Kafue, Monze and Mazabuka.

Mosi‐o‐Tunya

A community radio station in the tourist capital owned by the Catholic Diocese of Livingstone.

2 million over a radius of 80 km from L/stone

Caters for all ages.


English Tonga, Lozi

Kalomo, Livingstone, Sesheke.


26

D2. Characteristics of Selected Potential Media

Radio stations

Available communication

facilities Why the station? Who does the work?

Who is affected and issues affecting target audience? Listening Pattern

Radio Phoenix

Has equipment to conduct outside broadcasting, recorders for recording documentaries and voxpop.

Enjoys maximum listenership in its catchment areas.

This is determined by the instant feedback received from the listeners during programmes.

Suggest the station does the work. However, we recommend capacity building (training) because there is little knowledge on the MDGs.

All classes of people are affected but the urban poor are hard hit. The identified target audience has varied and diverse issues affecting them. They range from poor economic status (poverty), HIV&AIDS, poor healthcare, education and illiteracy, water and sanitation.

Elite‐ between 08‐12 hours.

Yatsani Radio

Has up to date communication infrastructure such as outside broadcasting equipment, live–phone in facilities and recorders for recording documentaries and voxpops.

Only community radio station in Lusaka and enjoys the maximum listenership from the urban poor.

It also broadcasts in local languages.

Suggest they do the work.

However, we recommend the undertaking of capacity building (training) as there is little knowledge on the MDGs.

All classes of people are affected but the urban poor are hard hit. The identified target audience has varied and diverse issues affecting them. They range from Poor economic status (poverty), HIV&AIDS, poor healthcare, education and illiteracy, water and sanitation.

06‐11 hrs and 17‐22 hrs for both the elite and the urban poor.

It also caters for the farming community who are tuned to the radio mostly in the evenings.

Christian voice

Has all the equipment to conduct live phone‐in programmes and digital recorders for recording e.g. documentaries and voxpops, ability to conduct outside broadcast programmes.

Has tailor made programmes for rural community.

Get instant feedback from listeners through the Response Development System (RDS).




06‐11 hours 09‐11 hours. 11‐14 hours from 06‐

24 hours.


27

Radio stations


facilities Why the station? Who does the work? Who is affected and issues

affecting target audience? Listening Pattern

ZNBC R1, R2 & R4

Radio 1, 2 and 4 have up to date communication infrastructure such as live phone‐in programmes, Digital recorders for recording e.g. documentaries and vox pops, ability to conduct outside broadcast programmes.

Has the up to date communication facilities, qualified man power, and enjoys maximum listenership throughout the country.

Suggest they do the work. However, it is recommended that the undertaking of capacity building (training) as there is little knowledge on the MDGs.


06‐07 hours, school going children between 10‐16 hours, chatting health, a health programme evenings between 18 and 19 hours, etc. For ZNBC R1 local languages alternate timing on various days of the week.

Radio Icengelo

The station has facilities to carryout live phone in discussion programmes, documentaries, recorded discussion programmes and outside broadcast.

Radio Icengelo is the most listened to station on the Copperbelt and enjoys the listnership of all the towns of the Copperbelt. They have competent and qualified staff.



All classes of people are affected but the urban poor are hard hit. The identified target audience has varied and diverse issues affecting them. They range from poor economic status (poverty), HIV&AIDS, poor healthcare, education and illiteracy water and sanitation (environmental

Listened to by anyone at anytime. But best time depends on target audience. However when it comes to programmes, the urban elite usually listen in the morning and afternoon and rural community in the evenings.

Zambezi fm

Zambezi fm has communication infrastructure such as, live phone‐in facilities and Digital recorders for recording e.g. documentaries and vox pops, ability to conduct outside broadcast programmes.

Producers and presenter are qualified. They enjoy a wide listenership from all age groups. They have done programmes with the truck drivers, commercial sex workers and peasant farmers on HIV and AIDS.

Suggest they do the work. However, it is recommended that capacity building (training) be undertaken as there was little knowledge on the MDGs.

All classes of people are affected but the urban poor are hard hit.

The identified target audience has varied and diverse issues affecting them.

They range from poverty, HIV&AIDS, poor healthcare, education and illiteracy water and sanitation.

Evening times receives overwhelming responses after 19:00 hours for the elite people while weekend’s favourable response is after 21:00hours for all age groups and class of people.

The urban poor are catered between 06:00 hours to 19:00 hours.


28

Radio stations


facilities Why the station? Who does the work? Who is affected and issues

affecting target audience? Listening Pattern

Sky fm

Sky fm has communication infrastructure such as, live phone‐in facilities and digital recorders for recording e.g. documentaries and vox pops, ability to conduct outside broadcast programmes.

Work with the grass root people in their communities through the listening clubs where producers go in the community to do programmes with the people thereby encouraging their participation which makes them feel part of the programmes.


All classes of people are affected biu the urban are hard hit.


They range from poor economic status (poverty), HIV&AIDS, poor healthcare, education and illiteracy water and sanitation.

They feel people are more relaxed in the evening, so they run their HIV&AIDS programmes between 19:30 hours and 20:00 hours and on Saturdays around 14:00 hours. This caters for the more affluent people.

Mazabuka Radio

Has communication infrastructure for live phone‐in facilities and Digital recorders for recording e.g. documentaries and vox pops, ability to conduct outside broadcast programmes.

Producers and presenter are qualified and able to produce the programmes without much difficulty.

The strength is that it run 70% of the programmes in local languages and this has given them an overwhelming audience.


All classes of people are affected but the urban poor are hard hit. The identified target audience has varied and diverse issues affecting them.

They range from poor economic status (poverty), HIV&AIDS, poor healthcare, education and illiteracy water and sanitation (environmental issues).

According to their survey all the time is prime time.

Each time a programme runs, there is overwhelming participation from the audience.

But 19:00 hours and 19:30 hours is mainly for the elite.

While the rural people listen to the radio in the morning and throughout the day.


29

D3. Distribution of Target Audience, Radius, Language used and areas covered for TV Station

TV Stations About the station Number of people reached & radius

Target Audience Communication capacity Language(s)

used Areas covered

ZNBC

ZNBC TV is a national broadcaster owned by the Government of Zambia.

Covers the whole nation

Reaches approximately 70% of Zambia’s population of over 10 million people

It caters for all the people from the school going children and the out‐of‐school.

ZNBC TV has all the communication capacities needed to effectively run programmes on HIV&AIDS and its impact on all the 8 MDGs.

It has sufficient and qualified producers and presenters. They however, need more training on the MDGs.

English The whole country.

MUVI

Muvi TV is a private commercial TV based in Lusaka cover the entire Lusaka and the surrounding areas.

Covers over 60 % of the population estimated at 2 million people.

16‐45 although all classes of people watch the station.

Has the necessary infrastructure and capacity to effectively run programmes on HIV&AIDS and its impact on all the 8 MDGs .

Has qualified staff but need more training on the MDGs.

Mainly English. Others Bemba, Nyanja

Lusaka and surroundings

areas.


30

D4. Characteristics of selected potential media for TV Stations

TV Stations

Available communication facilities

Why the Station? Who does the work? Who is affected and issues affecting target audience?

Listening pattern

ZNBC

Has both the live and recording studios.

It also has the outside broadcasting van (O.B. Van) for covering any event outside the studios.

It also has cameras and the ability to do documentaries recorders and vox pops.

It has available transport at any time.

Reaches more people than any other TV channel because it covers the widest radius through out the country.

Suggest that this individual station do the work.

However, it is recommended that capacity (training) to effectively and efficiently handle the work is built among the producers and presenters.

All classes of people are affected but the urban poor are hard hit.


They range from poor economic status (poverty), HIV&AIDS, poor healthcare, education and illiteracy, water and sanitation (environmental issues).

Starts transmission at 10 hours to 24 hours.

That is the time all classes of society watch depending on the nature of the programme being aired.

MUVI

Muvi TV has state of the art live and recording studios as well as the outside broadcasting equipment.

It also has latest cameras and have the ability to do documentaries recorders and vox pops.

Muvi TV takes the biggest chunk of the viewers and is the most preferred station by all classes of society.

It has up to date equipment and qualified staff.

Suggest that this individual station do the work.

However, it is recommended that capacity (training) to effectively and efficiently handle the programmes.

All classes of people are affected. The identified target audience has varied and diverse issues affecting them.

They range from poor economic status (poverty), HIV&AIDS, poor healthcare, education and illiteracy, water and sanitation.

A 24 hour channel.

The majority (52.5%) watch in the afternoon and in the evening, while 14.5% watch throughout the day.


31

D5. Key Features applicable to all Radio and TV Stations

Barriers Benefits Key Role Models Credible of new information

Motivation to take action

It has also been noted that women, the youths and the less privileged contribute very little to such discussion phone‐in programmes mainly due to: less education, financial ability and language, cultural beliefs e.g. the use of condoms

Their knowledge on the issues surrounding them would be enhanced.

They would reduce the prevalence of the HIV&AIDS impact on themselves and their families.

Once the audience is knowledgeable, they will be expected to contribute to the attainment of all the eight MDGs by 2015.

Political leaders, Policy makers, Church leaders, Traditional leaders,

Teachers, Media, Health workers.

When: It seriously and directly affects their day to day lives.

They can relate and identify with the information e.g. the effects and impact of unemployment on youths and society.

When they understand and feel the impact of the message.

When they see the need to be socially responsible and patriotic.

When they see that change is possible

communication strategy: on the impact of hiv and aids on

Documents