AFEW:
Projects >>
3rd Mass Media Campaign on Safer Sex (Mongolia)
3rd Mass Media Campaign on Safer Sex
Mongolia
PROJECT DURATION: January 2003 through January 2004
DONOR(S): European Union - Tacis Institution Building Partnership Programme
(IBPP) (http://europa.eu.int/comm/europeaid/projects/tacis/ibpp_en.htm)
PARTNER(S): NGO Focus
REGION: Mongolia
BACKGROUND:
Although the official number of HIV/AIDS cases in Mongolia remains extremely
low (e.g., 4 registered cases as of 1 January 2003, according to the Ministry
of Health of Mongolia), the current HIV/AIDS epidemics in the Russian Federation
and China are major concerns for Mongolian officials. The number of reported
sexually transmitted infections (STIs) in Mongolia is quickly increasing and
may be indicative of unprotected sexual practices. For example during the last
decade, gonorrhoea among pregnant women has increased from a rate of 1.7 cases
per 100 000 population to a rate of 103 cases per 100 000 population (Ministry
of Health of Mongolia).
The project supports the implementation of the National HIV/AIDS/STI Programme
of the Mongolian Ministry of Health by targeting Mongolian youth aged 15 to
25 years through the 'Safer Sex Mass Media Campaigns' and the distribution of
information materials on sexual health issues on a large scale, and aims to
prevent HIV/AIDS/STIs by improving knowledge, attitudes and behaviour.
The project is a continuation of the 'Safer Sex Mass Media Campaign' model
that was developed by MSF-Holland in Mongolia between 1999 and 2001, and offers
follow up support to Mongolian counterparts.
At the end of the two-year project cycle, two Safer Sex Campaigns will be
developed, implemented and evaluated in close collaboration with the Mongolian
counterpart Focus and supported by the Ministry of Health. Focus will have all
of the knowledge and skills necessary for continuing the campaign in Mongolia
and will be recognised by governmental and non-governmental structures as an
expert organisation.
OVERALL OBJECTIVE:
To support the implementation of the National HIV/AIDS/STI Programme of the
Mongolian Ministry of Health and to contribute to the prevention of HIV/AIDS/STIs
among Mongolian youth aged 15 to 25 years by improving knowledge, attitudes
and behaviour through the implementation of 'Safer Sex Mass Media Campaigns'.
PROJECT PURPOSE:
At the end of the two-year project cycle, there will be a sustainable Mongolian
organisation developing, implementing and evaluating HIV/AIDS/STI related mass
media campaigns, and training and supporting regional organisations in the same
activities. The local organisation will also be recognised by governmental and
non-governmental agencies as an expert Mongolian establishment.
TARGET AUDIENCE:
Young people aged 15 and 25 years
SPECIFIC OBJECTIVES:
1. To develop, implement and evaluate a country-wide Safer Sex Mass media campaign
per year targeting youth aged 15 to 29 years
2. To train and support the Mongolian counterpart organisation-NGO Focus-in
the development, implementation and evaluation of Safer Sex Mass Media Campaigns
3. To train and support governmental and/or non-governmental organisations in
at least three Mongolian cities and/or regions in the development, implementation
and evaluation of regional campaigns which will take place under the umbrella
of the country-wide campaigns
(EXPECTED) RESULTS:
The following changes in knowledge, attitudes and behaviour among the target
group are expected:
· A reduction in misconceptions regarding the modes of transmission of HIV/AIDS/STIs.
· An increase in knowledge of safer sex.
· An increase in positive attitudes towards safer sex and condom use.
· An increase in positive attitudes towards open discussions with sexual partners
and friends regarding health and sexuality issues.
· A more favourable environment for young people to choose safer sex methods
due to increased support from family, friends, and the broader society in general.
· An improvement in the ability to openly discuss sexual health issues with
sexual partners and friends.
· An increase in condom use and the implementation of safer sex practices.
· An improvement in skills in choosing appropriate safer sex methods and techniques.
A group of staff from the Mongolian counterpart organisation Focus will be
trained and receive practical experience related to several main activities
related to Safer Sex Campaign development, implementation and evaluation through
close co-operation with AFEW campaign staff.
At the end of the project cycle, guidelines for Safer Sex Mass Media Campaigns
in Mongolia will be developed, and the Mongolian experience will be presented
at the International AIDS Conference in 2004 and articles will be submitted
to internationally recognised peer-reviewed journals in order to share the experience
with the international community.
(EXPECTED) SUCCESS:
· At least 70% of the target group in selected regions will have seen the campaign
materials via mass media outlets, information materials or events.
· At least 70% of the target group will understand the campaign message.
· At least 70% of the target group will perceive the campaign message as appropriate
and will approve the content.
· The campaign will have an impact on the knowledge, attitudes, practices and
behaviour of the target group.
· There will be an increase in knowledge related to safer sex and condom reliability
as methods of preventing HIV/AIDS/STIs and unplanned pregnancy amongst the target
audience.
· There will be a decrease in misconceptions regarding the routes of transmission
of HIV/AIDS/STIs.
· There will be a decrease in the sense that sexual issues will not be taboo
topics.
· There will be increased levels of safer sex practices and condom use.
(EXPECTED) MATERIALS PRODUCTION:
· Two 30-second video commercials will be broadcast free-of-charge by national
and regional TV channels.
· At least one audio commercial will be broadcast free-of-charge by national
and regional radio stations.
· 350 000 information leaflets will be distributed
via health facilities, pharmacies, NGOs, schools, universities, and at public
events.
· 10 000 information posters will be distributed via health facilities, pharmacies,
NGOs, schools,and universities.
· 30 000 pocket calendars will be
distributed via health facilities, pharmacies, NGOs, schools, universities,
and at public events.
· Outdoor advertisements will be placed in at least four cities - i.e., the
capital city of Ulaanbaatar, and other select cities.
· Campaign materials will be placed on the AFEW and counterpart websites.
RESEARCH COMPLETED AND PLANNED BY AFEW:
· In July 2001, a post-campaign survey of knowledge, attitudes, practices and
behaviour amongst the target group (n = 1 200 respondents) in selected regions
was conducted in co-operation with Mongolian research institutes and the Ministry
of Health. The results of this survey were used for the development of the next
Safer Sex Mass Media Campaign in Mongolia.
· Focus groups on HIV/AIDS/STIs and safer sex issues were also conducted.
· At the end of campaign implementation cycle, post-campaign research on knowledge,
attitudes, practices and behaviour amongst the target group will be carried
out in selected regions in co-operation with Mongolian research agencies and
the Ministry of Health to measure the impact of the campaign.
· Focus groups will be conducted amongst the target group in the capital of
Mongolia, Ulaanbaatar, and in three regions.
FOR FURTHER INFORMATION, PLEASE CONTACT:
Tanja Grechukhina
Head
Mass Media Campaign Projects
AIDS Foundation East-West (AFEW)
Office Address:
Chayanova St. 15/5
Moscow 125267 Russian Federation
Tel.: +7 495 250 6377
Fax: +7 495 250 6387
E-mail: tanja_grechukhina@AFEW.org
website: http://www.AFEW.org
International Postal Address:
AFEW
P. O. Box 75752
1070 AT Amsterdam
The Netherlands
NGO Focus
N. Gerelchimeg
Media Campaign Co-ordinator
Mongolia
Tel: +9761 1 328 148
E-mail: focus@magicnet.mn
|
AFEW:
