This panel discussed approaches to communicating health information to disadvantaged communities internationally. A case study presented a HIV/AIDS awareness campaign in Argentina called "Triki Triki" that targeted excluded populations living in shantytowns. The campaign was effective because it used culturally relevant music styles like Cumbia Villera and storytelling to increase HIV/AIDS awareness while overcoming cultural barriers.

1. 12th PCST Conference, Florence, Italy
Panel: Approaches to Communicating Accurate and Motivating
Health Information to Target Disvantaged International Communities
April 19, 2012
TRIKI TRIKI
Promoting healthy behaviors
in excluded population: a case
study from Argentina

2. Outline
Socio-
Cultural
Behavior HIV/AIDS HIV/AIDS
Change environment awareness:
in & excluded Conclusion
Communication Triki Triki
Argentina population:
(BCC) & Health campaign
Shantytown
Cumbia

3. Behavior Change Communication
for Health
 Behavior Change Communication (BCC)
 Behavior Change Intervention (BCI)
 Behavior Change  Behavior Change
Communication

4. Roles of BCC for HIV/AIDS
• Create increase knowledge and skills
• Stimulate national dialogue
• Advocate
• Reduce stigma and discrimination
• Promote attitude change
• Create a demand for information and
services and promote services for
prevention, care and support

5. BCC for HIV/AIDS: step by step
1. Revealing risk factors, risky behaviours driving
to HIV transmission
2. Selection of target population (audience)
3. Identification of required behaviour change
4. Message development
5. Selection of message channels and means
6. Conducting preliminary discussions (testing)
7. Interventions

6. HIV/AIDS in Argentina, 2007
HIV is primarily a sexually transmitted infection (STI)
• Transmission path: 82.5% sexual
• In heterosexual 61.5%
• 2006:
o 1401 AIDS cases registered in Argentina
 54% correspond to the Province Buenos Aires
 13% correspond to the City of Buenos Aires.
o 3700 HIV diagnoses
 50% correspond to the Province
of Buenos Aires
 15% correspond to the City of Buenos Aires

7. HIV/AIDS in Argentina, 2007
Proportion of new HIV diagnosed and rates per
100000 persons according to region, Argentina
Variation in
proportions of
age-groups
diagnosed with
HIV infection by
sex – Argentina
(2001-2008) Source: www.huesped.org.ar

8. Popular music: Cumbia Villera
Argentine music: tango, folk, rock nacional
and shantytown cumbia
“Cumbia Villera: Argentine culture or cheap
trash?” (Fleur Hoog Antink, 2008)
• Cumbia and Cumbia Villera: history
• La Bailanta
• Dress code
• Language
• Gender issue

9. HIV/AIDS awareness campaign
 Target audience
 Response sought
 Cultural “barriers”
 Message
 Channels

10. “Sin Triki Triki, no hay Bang Bang”
http://www.youtube.com/watch?v=Ia-
ZYcnagzs

12. Conclusions
 BBC for HIV/AIDS
 HIV/AIDS in Argentina
 Socio-Cultural environment
 Triki Triki: effective campaign
 Cultural Identity
 Storytelling

13. Any
questions?
Thank you!
Federica Bizzocchi
@fedebizzocchi