This document summarizes a multi-media strategy in Kenya called G-PANGE that aims to increase HIV/AIDS knowledge, risk perception, and promote HIV testing among youth aged 15-24. The strategy uses a 360 degree approach across TV, radio, magazines and digital platforms to deliver messages around five pillars: know your status, access prevention services, increase knowledge and life skills, economic empowerment, and avoid risky behavior. An evaluation found the campaign reached over 6.6 million youth with prevention messages and over 30,000 were counseled and tested through roadshows. The conclusion is that media can effectively encourage safer behavior among youth and increase HIV testing uptake if messages promote positive social norms.

1. A multi-Media Strategy to increase
HIV and AIDS knowledge, risk
perceptions and promote HIV
testing and counseling among
Kenyan youth
BY
Zilpher A. Kepher-Ateng’, Senior Program Manager &
Lilian Njuguna Bosibori, Monitoring & evaluation Manager
The Partnership for an HIV Free Generation Project
BIENNIAL HIV & AIDS SCIENTIFIC CONFERENCE
MAY 7,2013
Kenya School of Monetary Studies-Nairobi

2. Background
• The G-PANGE mass media campaign is the core of
the HFG/K project HIV prevention strategy
• An innovative 3600
approach targeting youth aged
15 to 24 with HIV prevention messages and
linkage to health services
• Implemented by PATH through the HFG Project
• Funded by USAID through PEPFAR

3. Background
• Partners with GBC - Global Business Coalition on
HIV, Tuberculosis and Malaria and leverages on
expertise and resources of private partners
• Works with Private Partners –MTV, Standard
Group, Huru, African Youth Trust &TECHNOSERVE
• Works with over 38 Implementing Partners e.g.
APHIA PLUS, NOPE, HWWK, FHOK, Impact RDO,
IMC, LVCT, FHOK, NRHS, CSA, K-NOTE, Beacon of
Hope, KANCO among others

4. Situation of the Youth
Age HIV Prevalence
Women Men Total
15-19 3.5% 1.0% 2.3%
20-24 7.4% 1.9% 5.2%
KAIS 2007
• Lack of comprehensive knowledge
• Low risk perception
• Early sexual debut and sex with concurrent partners
• Multiple partner relationships
• Low condom use
• Increased vulnerability of girls because of transactional sex
• Culture &Traditions leading to Gender inequality and
violence
• Early marriage
• Low access to health services and health commodities

5. Branding BCC
G-PANGE Pillars Corresponding Strategic Objective
Know your health and HIV status, and that of your
partner
Increase uptake of quality, youth-centered
prevention services
Increase knowledge and awareness of HIV and other life
skills
Increased knowledge and skills for HIV
prevention among youth
Increase economic empowerment
Increased access to economic opportunities
by youth
Avoid risky behavior
Increased practice of safer sex behaviors by
youth
Believe in yourself
Improved self-esteem and empowerment
among youth
Cross cutting issues: Human rights; gender
mainstreaming; Family, community and Government
engagement; youth leadership and participation; stigma
and discrimination
Increased youth participation and ownership

6. G-PANGE MEDIA CAMPAIGN
• Delivered through a broad multi-channeled 360-
degrees approach
• The campaign has two phases i. e.
– seeding the ideology
– living the philosophy

7. Phase 1:Seeding the
G-PANGE Ideology
• Campaign teasers introducing G-PANGE were
executed
• Created a presence of mind through multiplicity of
channels with key messages on the five pillars
• Encouraged the youth to belong to G-PANGE
lifestyle by calling for “NIPO or count-me-in.”
• The campaign was supported by:
on ground youth- engagement
referrals to health services including HTC,
VMMC

11. NIPO or count-me-in. Advert

12. CHANNELS

13. Results
Indicator Target Total
Number of youth exposed to HIV
prevention messages through TV,
Radio, Magazine and digital platforms
2 Million 6.6 Million
Number of Youth reached through 42
road shows
42,000 30,808
Number of youth counseled and tested
during the shows
4,000
Number of youth engaged through
digital platforms
91,371

14. Results
• There was perceptible results that drove youth to
uptake HTC nationally and within the regions e.g.
– The 4000 youth tested at Pamoja Mtaani &
Roadshow activities demonstrates increased
confidence in HTC
– G-PANGE radio programme , radio spots and
digital platforms increased dialogue on the
predisposing factors for risky behavior and
youth expressed willingness to adopt certain
behavior

15. Conclusion
• Safer sexual behavior can be encouraged by media
messages that promote favorable norms and
behavior and increase the uptake of HIV testing
among youth
• Youth have commonalities that BCC organizations
can utilize to reach them effectively across regions
e.g. concerts
• Programs should develop innovative ways of
reaching young girls e.g. by holding girls only
events

16. Conclusions/Next Steps
• Roll out of phase two of the campaign to show-
case how youth have managed to live the G-
PANGE philosophy
• Identify youth as role models and champions of
G-PANGE across the project regions
• Increase the network of implementing partners

17. Join the HIV-FREE GENERATION
Website: www.g-pange.com
Face book: g-pange
Twitter: gpangeneration