AIDS AWARENESS

CAMPAIGN MODEL

Group Member
1. Basit sheikh
2. Zohaib Khan
3. Komal Yousuf Zai
4. Saba Jamil
5. Esha
6. Sadaf
WHAT IS HIV?
o“Human Immunodeficiency Virus”
oA unique type of virus (a retrovirus)
oInvades the helper T cells (CD4 cells) in the body of the host (defense mechanism of a person)
oThreatening a global epidemic.
oPreventable, managable but not curable.
OTHER NAMES FOR HIV
Former names of the virus include:

◦ Human T cell lymphotrophic virus (HTLV-III)

◦ Lymphadenopathy associated virus (LAV)

◦ AIDS associated retrovirus (ARV)

WHAT IS AIDS ?
• “Acquired Immunodeficiency Syndrome”
• HIV is the virus that causes AIDS
• Disease limits the body’s ability to fight infection due to markedly reduced helper T cells.
•Patients have a very weak immune system (defense mechanism)
•Patients predisposed to multiple opportunistic infections leading to death.
Definition of AIDS
A disease in which there is a severe loss of the body's cellular immunity, greatly lowering the
resistance to infection and malignancy.
Modes of HIV/AIDS Transmission
Exchange of Bodily Fluids
oBlood products
oSemen
oVaginal fluids
IntraVenous Drug Abuse
Sharing Needles
◦ Without sterilization Increases the chances of contracting HIV
Unsterilized blades
Through Sex
Unprotected Intercourse
◦ Oral
◦ Anal
Mother-to-Baby
Before Birth
During Birth
Myths about transmission
PROBLEM / SOCIAL ISSUE
Analysis On Prevalence And Severity Of This Issue

Statistical Analysis
Current Situation
Pak Vs World
Law/ Legal Structure
• 36.9 Million People Worldwide Living With HIV/AIDS In 2017.
• 1.8 Million Were Children.
• 1.8 Million Individuals Worldwide Became Newly Infected With HIV In 2017.
• About 5,000 New Infections Per Day.
• 940, 000 People Died From Aids-related Illnesses Worldwide.
• Aids-related Deaths Have Been Reduced By More Than 51%.
• Currently Around 122,000 HIV/Aids Patients In Pakistan.
• Increase Of 39,000 In Comparison With Last Year
• Punjab (60,000), SINDH (52,000), KPK (11,000), 3 (BALOCHISTAN)
SECONDARY RESEARCH
Justification on Social issue as serious problem

Analytical Reports
Research Paper / Journal
Published Sources
PURPOSE OF CAMPAIGN
Clearly define what the campaign will do in terms of behavioral change

Campaign Objective
Behavioral Objective
Target Goals
BEHAVIOR OBJECTIVES
 Information provision (such as sex education)
 Counselling and other forms of psycho-social support
 Safe infant feeding guidelines
 Stigma and discrimination reduction programs.
TARGET AUDIENCE
Complete Profiling, Behavior & Nature of Audience to be targeted
Profiling
Rationale
Challenges
Barriers
Benefits
Desired Behavior
Competing Behavior
Key Motivators
TARGET AUDIENCE
Injecting drug users:
increased from 129 to 148 in the last decade.
HIV reported because of IDU is increased from 103 to 120 countries.
11.9 million injecting drug users.
IN PAKISTAN
IDUs start injecting in their mid-twenties (25.6 years).
injecting for about five years.
90.5% of IDU reported injecting in public spaces
80.9% reported injecting with friends/family.
exceptionally high proportion (70.3%) reported that they had sought help in injecting by “professional
injectors/street doctors”.
HIV AMONG MALE SEX WORKERS AND
TRANSGENDERS:
Transgender people are 49 times more at risk of living with HIV.
What puts transgender people at risk of HIV?
Sex work-lack of employment leads to sex work.
Injecting hormones:
Without counselling going through these process may be very vulnerable to HIV transmission
because of the risk of sharing needles with others
MALE AND FEMALE SEX WORKERS:
13 times more at risk of HIV compared with the general population.
WHY SEX WORKERS ARE AT RISK:
Multiple partners and inconsistent condom use.
Injecting drug use
Migration, mobility and sex work
HIV and young people who sell sex-under 18 are more vulnerable to HIV
Inadequate Blood Transfusion Screening and High Level of Professional Donors
Unsafe Medical Injection Practices
Low Levels of Literacy and Education
BARRIERS
PEOPLE BEHAVIORS:
Unprotected sex, needle sharing
Law enforcement practices, human rights and legal education.
Some laws not only criminalize sex work but also deny sex workers fundamental civil rights.
In some countries, sex work is illegal, meaning the law prohibits it.
Precautions
HIV and AIDS myths and facts:
Shaking hands
Hugging
Kissing
Sneezing
Touching unbroken skin
Using the same toilet
Sharing towels
Sharing cutlery
Mouth-to-mouth resuscitation or other forms of "casual contact“
People change their behavior.
Protected sex.
Getting tested.
DESIRED BEHAVIOR
How we expect from Targeted audience to behave

Desired Behavior
Benefits
Key Motivators
DESIRED BEHAVIOR
o Knowledge
o Stigma reduction
o Access to services
o Delay of onset of first intercourse
o Decrease in number of partners
o Increases in condom sales or use
o Decreases in sharing of contaminated injection equipment.
BEHAIORAL MODEL
CHANGE MODEL
pre-contemplation – no intention to change risk behavioral
(multiple sex partner, unprotected sex, homosexuality. Injecting drugs)
contemplation – beginning to consider behaviour change without any commitment.
preparation – a definite intention to take preventive action in the near future.
(visit doctors, counselors, AIDS TEST, researches on HIV AND AIDS)
action – modification of behaviour, to overcome the problem,
Stick to single partner or not injecting themselves
maintenance – the stabilization of the new behaviour and avoidance of relapse.
POSITIONING STRATEGY:
We want our TA to be aware of and understand the prevention techniques and take precautions
to prevent the spread of a deadly disease i.e. AIDS.
Positioning is behavior focused.
Message Strategy
o Get Yourself Tested

o Act Against AIDS

o Let's Stop HIV Together

o Take Charge. Take the Test

 Creative Strategy
Our Creative Strategy will be to run different programmes on HIV /AIDS

o Phase 1:

o HIV/AIDS Awareness Programme :-

o We will launch our ad on TV,Radio,Social media and print media to create awareness among the TA.

o Organized workshops in educational institutes and workplaces to create awareness.

The aim of the HIV/AIDS Awareness Programme is to empower and increase the awareness among people.

In phase II we will do campaign and conferences to raise awareness and to prevent the spread of HIV /AIDs at different companies (workplace)

o HIV/AIDS Peer Education Programme:-

The aim of the programme is to up-skill peer educators as sources of information, careers and a support system. Peer educators are the key personnel in any effective strategy in terms of the
communication of HIV/AIDS programme decisions made by an organization.

o HIV/AIDS Management, Supervisor and Union training (Line Manager Training):-

The aim of the programme is to help participants develop insight into issues of HIV/AIDS management in the workplace and assist in the creation of a safe working environment which is free
from discrimination and stigma.

o Wellness Champion Training:-

Wellness Champions are a relatively new concept and many organizations are now moving beyond having just HIV peer educators and training 'wellness champions'
Marketing Strategy
Our big idea is to prevent the spread of a deadly disease – HIV/AIDS by creating awareness
among the people.
link between activation and idea:
1. Taking precautions against AIDS can safe your whole family.
2. Activation will show what happens when you don’t take precautions and what causes
HIV/AIDS.
3. Motivate people to test themselves for HIV/AIDS.
Talkability and Shareability
Scalability Events
WORLD AIDS DAY WORLD HEALTH DAY National Youth HIV & AIDS Awareness Day
Alliances

Association of people living with HIV is a national network of the HIV community in Pakistan. It is
to protect the rights of people living with HIV (PLHIVs) in Pakistan and to ensure the dignity of
their lives across country.
AAS (AIDS AWARENESS SOCIETY)

AIDS Awareness Society (AAS), a non government, non-profit and secular organization, was
formed to devote all its efforts towards the prevention and control of HIV/AIDS. It was
established in 1993, as AIDS Awareness Group (AAG) , by a group of highly professional and
motivated individuals who are committed to the cause of bringing about an attitudinal change in
the Adolescents especially students and teachers of High Schools and high risk group i.e.,
HIV/AIDS patients and Professional Sex Workers (PSWs) for prevention of HIV/AIDS.
National AIDS Control Programme
National AIDS Control Programme was established in 1986-87 with a focus on diagnosis of cases
that came to hospitals, but progressively began to shift towards a community focus. Since that
The Government of Pakistan (GoP) has maintained a sustained response to the HIV epidemic
through a close collaboration between the National AIDS Control Programme (NACP), Provincial
and AJK AIDS Control Programmes, UN agencies, bilateral and multilateral donors, and a
consortium of NGOs and CSOs, including PLHIV representative organizations, operating at
national, provincial and grass-root levels. Since 2005 under the EHACP Pakistan has been
following an investment approach, programming strategically according to its concentrated
epidemic. Excluding HIV treatment, services to PLHIV and key populations are provide through 2
primary mechanisms: Global Fund through public-private partnerships between Government
and NGOs and CSOs. Currently NACP is working along with National Institute of Health as a
parallel program to fulfill its objectives
Evaluation and monitoring
1. Social media impressions.(Likes,shares and views)
2. Number of people attended the workshops.
3. Number of people who have taken the HIV/AIDS test.