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Effective Partnering with the Military using film to Combat Stigma and Discrimination in Malawi

Effective Partnering with the Military using film to Combat Stigma and Discrimination in Malawi. Mr. Dennis Chimenya Program Manager – Targeted Outreach Communications PSI/Malawi HIV Implementers Conference Kigali, Rwanda June 16-19, 2007. Context.

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Effective Partnering with the Military using film to Combat Stigma and Discrimination in Malawi

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  1. Effective Partnering with the Military using film to Combat Stigma and Discrimination in Malawi Mr. Dennis Chimenya Program Manager – Targeted Outreach Communications PSI/Malawi HIV Implementers Conference Kigali, Rwanda June 16-19, 2007

  2. Context • HIV prevalence rates higher in military (1) • Reported condom use inconsistent in Malawi Defense Force (MDF) (2) • MDF CT services offered, but low access and take up of services due to confidentiality, stigma and discrimination (2) • No specific materials on HIV/AIDS prevention, counseling and testing, and stigma and discrimination addressing military situations (Sources: 1 – UN estimates; 2 – MDF KAP survey)

  3. PSI/Malawi and the MDF • National HIV/AIDS prevention programs through targeted and balanced health communications and condom distribution to high risk groups • Targeted Outreach Communications (TOC) to high risk groups including men in uniform, spouses and children- uses interpersonal and interactive communications to encourage adoption of risk reduction behaviors • Worked with MDF to develop “A Soldier's Life” to address high levels of stigma and discrimination, low condom use and low uptake of counseling and testing services – being used for interpersonal sessions. (FY06 - 4,028 MDF personnel and their families reached)

  4. Outcome

  5. Why Partnership worked MDF Protocols • Constant consultation with them • Sensitive to their requirements MDF Participation • Concept development • Script and Storyboard development • Selection of actors and acting • Pre-testing at all relevant levels MDF have a recognized HIV/AIDS structure with Program Coordinator – makes liaison easier

  6. As told by the military…

  7. Challenges • MDF protocols forced us to choose actors from same rank, limited acting talent • MDF personnel required substantial acting coaching • MDF personnel basic HIV/AIDS knowledge lacking - required basic HIV/AIDS education surrounding issues of prevention, stigma and discrimination

  8. Key Recommendations • Be sensitive to military protocols and directions to ensure program acceptability and relevance • Ensure military are fully involved in all key steps of IEC and video material development • Use HIV+ military personnel where possible - increases relevance

  9. Key Recommendations cont... • Lobby for involvement of all levels (including senior officers) - material becomes relevant to all • Dedicate additional time and resources to actor coaching • Ensure senior hierarchy ‘buy in’ and ownership of process and outcomes • Where funding allows, implement ‘user friendly’ CT Drop In services directly for military - address issues of stigma and discrimination and confidentiality

  10. Thank You, Any Questions? For more information, please contact: Mr. Dennis Chimenya Targeted Outreach Communications Program Manager, PSI/Malawi Email: dchimenya@psimalawi.org

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