Mongolia is one of few countries not heavily effected by the HIV/AIDS epidemic. However, the explosive nature of the epidemic in neighboring Russia and China has alarmed Mongolian authorities. A steep increase of STIs since 1990 indicates risky sexual behavior occurring, particularly among youth, which could facilitate HIV transmission.
Like its neighbors, Mongolia is undergoing a transition process that involves severe economic and social hardship, and that strains existing social and health infrastructures. Raising awareness and increasing knowledge by disseminating information among key groups is critical to reduce Mongolia’s vulnerability to the HIV/AIDS epidemic.
Since 1999, Medecins Sans Frontieres has worked with Mongolia's Ministry of Health and Health Management Information and Education Center (HMIEC) to develop effective, comprehensive and affordable prevention mechanisms that are appropriate for Mongolia’s culture and current situation. Mass media campaigning to promote safe sex and HIV/AIDS/STD awareness is one of three such mechanisms.
Among the achievements: - By involving international specialists and conducting original research in Mongolia, MSF and Mongolian partners developed mass media messages and designs for Mongolian youth. - Mongolia’s first-ever safe sex mass media campaign was launched on World AIDS Day 1999. - Television commercials, outdoor and public transport advertisement, radio, leaflets, pocket calendars all shared the slogan, “A healthy and wise choice.” - A survey and focus groups evaluated the first campaign. - Research results informed development of second campaign. - A second campaign with the same slogan was launched in December 2000. - This campaign will be evaluated in May-June 2000.
Learning Objectives: 1. Articulate rationale for developing Mongolian health promotion media campaign capacity. 2. Describe MSF’s capacity-building strategy as implemented in Mongolia. 3. Describe Mongolian safe sex mass media campaigns. 4. Identify elements of MSF/Mongolian mass media campaign capacity-development that can be applied to other international settings.
Keywords: Media Campaigns, HIV/AIDS
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: Medecins Sans Frontieres (Holland) - Moscow and Mongolia Offices
Disclosure not received
Relationship: Not Received.