AFEW: For journalists >> International and Mongolian NGOs launch media campaign to promote safe sex and prevent HIV/AIDS

International and Mongolian NGOs launch media campaign to promote safe sex and prevent HIV/AIDS

May 19, 2003. AIDS Foundation East-West (AFEW) and Mongolian NGO Focus in collaboration with the Ministry of Health in Mongolia, is launching a follow-up to their successful media campaign titled 'Safe sex - a healthy and wise choice'. The campaign aims to avert a potential HIV epidemic in Mongolia by promoting the practice of safer sex and condom use. The campaign is financed by the European Commission under the Tacis Institution Building Partnership Programme.

The social taboo of topics on sexuality reflects the relatively conservative society in Mongolia. However, the high rate of sexually transmitted infections (STI) among youth tells a different story. Mongolian health authorities have been concerned about these high STI rates and also the progress of the HIV epidemic in neighbouring countries. In Russia the cumulative number of registered HIV cases is 233,598 while China has one million. So far, only four cases of HIV infection have been officially reported in Mongolia, however experience has shown that no country is immune to the epidemic.

The new campaign follows up two prior mass media campaigns conducted in 1999-2001 in Mongolia. All three campaigns are based on international experiences and lessons learned throughout the world. By basing this follow-up on the results of the previous campaigns, the main goal of this campaign is to move a step further in promoting better sexual health. Young people will be encouraged to increase their personal awareness of safe sex, openly discuss sexual health issues with their partners and to take charge of their own health and thus their future.

The campaign will run for at least five consecutive months and will appear in Ulaanbaatar, Orkhon, Tuv and Khovd provinces beginning 19 May 2003. The campaign consists of two 30-second video commercials, a radio commercial, outdoor advertisements, information leaflets, posters, calendars and various youth events. The campaign was designed by the Mongolian agency St'udio and was extensively tested within the target group. To contribute to sustainability of this activity AFEW and Focus plan to train local organisations in campaign design, implementation and evaluation in the three mentioned campaign regions in Mongolia

A survey carried out among young people in Mongolia indicates that they were very receptive to the previous campaign. As many as 76% had seen the campaign, of whom, 80% liked it and 98% considered the information important. Respondents showed little embarrassment about seeing the campaign and 90% wanted the campaign to continue. Young people who had seen the campaign indicated they were more receptive to condom use and more willing to consider raising the issue with their partners themselves (source: Médecins Sans Frontières KAPB survey, 2001).

NGO "Focus", tel/fax: 11328148, email: focus@magicnet.mn

For additional information please contact Communications Department at:
tel. +7 095 2506377
fax. +7 095 2506387
info@afew.org