Motivating People for HIV Testing: Evidence Based Integrated Communication Campaign

Background: Survey conducted by Johns Hopkins Bloomberg School of Public Health, Centre for Communication Programs (JHU CCP) in 2008 to design a communication campaign in India for National AIDS Control Organization (NACO), to increase utilization of HIV counseling and testing services. Objective of the survey was to assess awareness, risk perception and behaviour regarding HIV counseling & testing and media habits of target populations – general population (GP), pregnant women, most at risk populations (MARPs) and clients at integrated counseling and testing centres (ICTCs). Methodology: Cross sectional survey in 35 districts across Maharashtra covering a sample population of 3500. Results: Low risk perception amongst all target populations although most were aware about availability of services, for example 80% pregnant women aware of services but 98% had low risk perception. Low risk perception among MARPs reporting low HIV testing. NGO out reach workers (ORWs) and peer educators (PEs) considered to be most effective source of information for MARPs whereas GP and pregnant women reported TV as the most effective source. Implications for Communication Campaign: Based on community preferences and perceptions, a multi media campaign was developed to generate demand for Government ICTC services. For MARPs, communication materials were developed to enhance interpersonal communication interactions between ORWs, PEs and their clients. TV & radio spots and outdoor media were developed for GP and pregnant women. Key messages were linked to predictive factors emerging from the survey such as knowledge, risk perception, self efficacy and perceived barriers to accessing services.