Messaging and IEC Material Development

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Messaging and IEC Material Development

  1. 1. IEC Message Development: The basics relevant for HIV responses Rouzeh Eghtessadi (MPH) Southern Africa HIV and AIDS Information Dissemination Service (SAfAIDS) Regional Office 479 Sappers Contour, Lynnwood Pretoria, South Africa Tel: +27 12 361 0889 Fax: +27 12 361 0899 Website: http://www.safaids.net Email: rouzeh@gmail.com HIV/AIDS INFORMATION : the power to make a differenceSAfAIDS - P O Box A509,Avondale, Harare, Zimbabwe, Tel: 263 4 336193/4, Fax: 263 4 336195, E-mail: info@safaids.org.zw, Website: www.safaids.org.zw Southern Africa HIV/AIDS Information Dissemination Service
  2. 2. Documentation and Organisational CultureMessaging is a vital component of documentationBegin by deciding: – Why document? – What should be documented? – When should documentation take place? – Who should document? – Who should we document for? – How can we document? What is needed? (inputs, methods) – Where can we document? “Messaging is nucleus of an effective organisational HIV Knowledge Management System” HIV/AIDS INFORMATION : the power to make a differenceSAfAIDS - P O Box A509,Avondale, Harare, Zimbabwe, Tel: 263 4 336193/4, Fax: 263 4 336195, E-mail: info@safaids.org.zw, Website: www.safaids.org.zw Southern Africa HIV/AIDS Information Dissemination Service
  3. 3. Before you start Should be based on evidence: -Know the Facts -What has worked? -What hasn’t worked? -If being tried for 1st time, what is the risk level/adverse impact level, if fails? -What will “last” e.g. Coca Cola HIV/AIDS INFORMATION : the power to make a differenceSAfAIDS - P O Box A509,Avondale, Harare, Zimbabwe, Tel: 263 4 336193/4, Fax: 263 4 336195, E-mail: info@safaids.org.zw, Website: www.safaids.org.zw Southern Africa HIV/AIDS Information Dissemination Service
  4. 4. Tips for message development• (1) Do not be in a hurry! (just to meet a target)• Take time to know the target audience: information needs, gender, sexual orientation, culture, literacy level• Explore packing creatively: what will entice!• Identify how the message will be relayed: dissemination and communication modes accessible/best suited• Be accurate e.g. ‘HIV’ not ‘HIV virus’ Know the potential barriers to the process & counter-strategise! HIV/AIDS INFORMATION : the power to make a difference SAfAIDS - P O Box A509,Avondale, Harare, Zimbabwe, Tel: 263 4 336193/4, Fax: 263 4 336195, E-mail: info@safaids.org.zw, Website: www.safaids.org.zw Southern Africa HIV/AIDS Information Dissemination Service
  5. 5. Tips for message development• (2) Avoid jargon and acronyms• Adapt the language* and tone to suit the target audience• Choose language, photos, videos, illustrations that are non-stereotypical; are gender and culture sensitive: messages should reduce stigma not cause stigma• Use informative vs instructive language• Pre-test the message: eg with sample representing target Brand – brand - BRAND!! Ensure visibility & recognition* UNAIDS has stipulated terminology and language that is non-stigmatising HIV/AIDS INFORMATION : the power to make a difference SAfAIDS - P O Box A509,Avondale, Harare, Zimbabwe, Tel: 263 4 336193/4, Fax: 263 4 336195, E-mail: info@safaids.org.zw, Website: www.safaids.org.zw Southern Africa HIV/AIDS Information Dissemination Service
  6. 6. Tips for message development (3)• Share “actionable” suggestions• Address “values” and “behaviours” (not groups and people!)• Dispel “fears and “myths”• Provide knowledge & facts• Potray PLHIV in “positive” light HIV/AIDS INFORMATION : the power to make a difference SAfAIDS - P O Box A509,Avondale, Harare, Zimbabwe, Tel: 263 4 336193/4, Fax: 263 4 336195, E-mail: info@safaids.org.zw, Website: www.safaids.org.zw Southern Africa HIV/AIDS Information Dissemination Service
  7. 7. A powerful message will facilitate reading, trigger thinking (contemplation), processing (current values/beliefs/practices) and lead to action (behaviour change), and ultimately sharing with others (create mass transformation) HIV/AIDS INFORMATION : the power to make a differenceSAfAIDS - P O Box A509,Avondale, Harare, Zimbabwe, Tel: 263 4 336193/4, Fax: 263 4 336195, E-mail: info@safaids.org.zw, Website: www.safaids.org.zw Southern Africa HIV/AIDS Information Dissemination Service
  8. 8. Remember “Impact” is your focus & aim Messaging will have impact if they are: • I - inspiring • M - memorable • P - positive • A - attention-grabbing • C - clear • T - taken from practical experience HIV/AIDS INFORMATION : the power to make a differenceSAfAIDS - P O Box A509,Avondale, Harare, Zimbabwe, Tel: 263 4 336193/4, Fax: 263 4 336195, E-mail: info@safaids.org.zw, Website: www.safaids.org.zw Southern Africa HIV/AIDS Information Dissemination Service
  9. 9. Messaging plan sampleProblem: Increase in youth presenting with STIs and HIV at local clinic, in areawhere alcohol use high amongst 12-18 yr oldsObjective: To raise HIV prevention awareness around risk of alcohol use andHIV infection* Link to dissemination plan and budgetActivity Target Who Inputs (what Timeline M&E Tools Budget(message (responsible is needed)product ) )Campaign – 500 Youth Youth facilitator, FGDs to collect 3 mths FGD scripts FGD=? $posters & 1000 graphics data, msg dvpt (break down Feedback Design =?$stickers designer team, literature by sub- forms review activity)Community galas Youth,– DVD shows parents,and theatre traditional & religious leaders,Policy roundtables – policybriefs andtestimony DVDs HIV/AIDS INFORMATION : the power to make a difference SAfAIDS - P O Box A509,Avondale, Harare, Zimbabwe, Tel: 263 4 336193/4, Fax: 263 4 336195, E-mail: info@safaids.org.zw, Website: www.safaids.org.zw Southern Africa HIV/AIDS Information Dissemination Service
  10. 10. Develop a Messaging Plan• Defines the target audience• Outlines how you determine target audience information needs• Guides you on how to pre-test ( where, and with who) ensure effective and not discriminatory• Shares type of packaging you will use to communicate the message• Gives an idea of how much it will cost, and what resources are needed (experts, search tools etc) to develop the message• Shares a creative brief on the vision of what the end product will look like, to enable follow-up in staff handovers or turnover HIV/AIDS INFORMATION : the power to make a difference SAfAIDS - P O Box A509,Avondale, Harare, Zimbabwe, Tel: 263 4 336193/4, Fax: 263 4 336195, E-mail: info@safaids.org.zw, Website: www.safaids.org.zw Southern Africa HIV/AIDS Information Dissemination Service
  11. 11. Creative brief for a material would include…A sharp, succinct document, preferably no longer than 3 pages, including:•Project goal (1-2 lines)•Project objective specifically addressed by IEC intervention (2 lines max)•Sub-objective specific to communication (i.e. IEC materials) (2 lines max)•Need being addressed (3-5 lines)•Evidence base informing the material ( >5 lines)•Messaging Plan (include budget in last column) ( ½ page)•Design and packaging outline (>5 lines)•Pre-test plan and tools (1 page)•Dissemination Plan ( ¼ – ½ page)•Link to M&E ( ¼ page)•Footnotes and references to show evidence base, links to supporting documentsetc HIV/AIDS INFORMATION : the power to make a difference SAfAIDS - P O Box A509,Avondale, Harare, Zimbabwe, Tel: 263 4 336193/4, Fax: 263 4 336195, E-mail: info@safaids.org.zw, Website: www.safaids.org.zw Southern Africa HIV/AIDS Information Dissemination Service
  12. 12. CRITICAL: Link to Project M&EEnsure to link the IEC messaging process with the “end-process” which is the M&E plan/indicators:-What indicators has the project set against the objectives the IECmaterials are speaking to?-Will the IEC materials, process plan & chosen disseminationmodes, enable measuring their intended effect/impact through thecurrent indicators?-At project evaluation time, if planning done right at start -should be able to show precisely the reach/value add/impact,resultant from the IEC materials – otherwise futile ! HIV/AIDS INFORMATION : the power to make a difference SAfAIDS - P O Box A509,Avondale, Harare, Zimbabwe, Tel: 263 4 336193/4, Fax: 263 4 336195, E-mail: info@safaids.org.zw, Website: www.safaids.org.zw Southern Africa HIV/AIDS Information Dissemination Service
  13. 13. Management considerations….• Finances – remember documenting messages in products need a budget• Skills & personnel - expertise costs• Time – budget time, so processes not hurried• Networks – for expertise, dissemination, peer and donor sharing and learning, set-up M&E systems & document what messaging worked/had impact HIV/AIDS INFORMATION : the power to make a difference SAfAIDS - P O Box A509,Avondale, Harare, Zimbabwe, Tel: 263 4 336193/4, Fax: 263 4 336195, E-mail: info@safaids.org.zw, Website: www.safaids.org.zw Southern Africa HIV/AIDS Information Dissemination Service
  14. 14. Poor and wrong messaging can be disastrous – especially if reaching masses, such as television or radio airings, newspaper inserts, campaigns etc. (Makwapheni Campaign controversy?) Can cost organisational integrity, donor trust and value-consideration by community HIV/AIDS INFORMATION : the power to make a differenceSAfAIDS - P O Box A509,Avondale, Harare, Zimbabwe, Tel: 263 4 336193/4, Fax: 263 4 336195, E-mail: info@safaids.org.zw, Website: www.safaids.org.zw Southern Africa HIV/AIDS Information Dissemination Service
  15. 15. Treatment &/or Prevention messaging … consider• Gender based violence (GBV) – free from violence free from HIV, support positive living• PMTCT – preventing transmission to baby, and PMTCT+ for mother preventing premature orphaning• Cultural practices – educate on risks eg dry sex, promote positive practices protecting women, taboo of ‘sex-dialogue’• MMC – couples counseling eg she needs to know no sex within 6 wks waiting for healing, use condoms• Adherence - tips; support structures; benefits vs adverse effects of defaulting HIV/AIDS INFORMATION : the power to make a difference SAfAIDS - P O Box A509,Avondale, Harare, Zimbabwe, Tel: 263 4 336193/4, Fax: 263 4 336195, E-mail: info@safaids.org.zw, Website: www.safaids.org.zw Southern Africa HIV/AIDS Information Dissemination Service
  16. 16. Treatment &/or Prevention messaging….consider• Condoms – female and male, make it exciting & sexy!• Transactional sex, intergenerational sex, forced sex - economic empowerment, equal opportunities• Special groups/key populations e.g. sex workers; LGBTI; migrant pops; IDP; institutionalised grps• MCP - effects on treatment effectiveness; prevention ********************Tools:Messaging 1) Plan 2)Creative Brief 3) Baseline Report HIV/AIDS INFORMATION Pre-test Report a difference 4) : the power to make 4) Dissemination feedback forms SAfAIDS - P O Box A509,Avondale, Harare, Zimbabwe, Tel: 263 4 336193/4, Fax: 263 4 336195, E-mail: info@safaids.org.zw, Website: www.safaids.org.zw Southern Africa HIV/AIDS Information Dissemination Service
  17. 17. Thank you….. HIV/AIDS INFORMATION : the power to make a differenceSAfAIDS - P O Box A509,Avondale, Harare, Zimbabwe, Tel: 263 4 336193/4, Fax: 263 4 336195, E-mail: info@safaids.org.zw, Website: www.safaids.org.zw Southern Africa HIV/AIDS Information Dissemination Service

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