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Chan Troi Moi Centers

Phase II Campaign

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VCT Social Marketing Strategy

• Increase knowledge of and demand for VCT services by select target groups

• Increased capacity of partners (Gov and NGO) to implement social marketing interventions

• Addressing issues related to decreased stigma of HIV-positive persons and the use of VCT services in high-prevalence communities

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Phase I Elements to Reinforce for Phase II

• Campaign’s logo (Chan Troi Moi)

• High quality sites that provide friendly & professional services

• Confidential counseling

•  Accurate results

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Phase 2 Communications Objectives

Promoting benefits of knowing HIV status and link with a brighter future

– “Peace of mind” customized by TGs

– Use testimonial approach (why they wanted to go for VCT, what happened at VCT, and benefits of VCT)

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Phase 2 Components

• Outdoor Campaign with a new look– Billboards– Posters

• A Series of Below the Line Materials for distribution to MARP groups (through outreach, etc).

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Pre-testing Research Results

• Comprehension: Understood the service was high quality and friendly. Wanted to see phone numbers. Positive response.

• Attractiveness: good feeling, liked models’ smiles

• Acceptability: Friends would use service. Participants said that they could be the person in the billboard because HIV is an issue for everyone.

• Persuasion: Liked the “peace of mind” statement and “when counseling…” statements. Found the “free, confidential, and accurate” line convincing. Said people will go to the Centers for counseling.

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Below the Line Strategy• “Benefits and Concerns” Brochure with VCT Center addresses

– Targeting Sex Workers, Male Clients, and IDUs (MSM-targeted materials coming later)

– Benefits include peace of mind and relief from worry, to protect loved ones from possible infection, and to be able to plan for a brighter future (marriage, children, or new work…)

• VCT Address Marketing Cards with new Phase II imaging

• Posters with new Phase II look

• “What if the results are…?” leaflet– if negative, learn ways of staying negative– if positive – access to medical care

• Regular Testing / Window Period leaflet– Reinforcing that regular testing is important for MARPs who have tested

negative

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Thank you!