A multi-Media Strategy to increase HIV and AIDS knowledge, risk perceptions and promote HIV testing and counseling among

Kenyan youthBY

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

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

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

Situation of the YouthAge HIV Prevalence

Women Men Total15-19 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

Branding BCCG-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

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

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- engagementreferrals to health services including HTC,

VMMC

NIPO or count-me-in. Advert

CHANNELS

ResultsIndicator 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

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

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

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

Join the HIV-FREE GENERATION

Website: www.g-pange.com

Face book: g-pange

Twitter: gpangeneration