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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
Outline




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


 Behavior Change Communication (BCC)
 Behavior Change Intervention (BCI)
 Behavior Change  Behavior Change
  Communication
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
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
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
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
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
HIV/AIDS awareness campaign
 Target audience
 Response sought
 Cultural “barriers”
 Message
 Channels
“Sin Triki Triki, no hay Bang Bang”
http://www.youtube.com/watch?v=Ia-
   ZYcnagzs
Conclusions


 BBC for HIV/AIDS
 HIV/AIDS in Argentina
 Socio-Cultural environment
 Triki Triki: effective campaign
 Cultural Identity
 Storytelling
Any
questions?
   Thank you!
Federica Bizzocchi
 @fedebizzocchi

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Promoting healthy behaviors in excluded population: a case study from Argentina

  • 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
  • 11.
  • 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