AFEW: Projects >> Mass Media Campaign on Safer Sex (Mongolia) >> Campaign Background Info

Campaign Background Info

Mass Media Program Presentation

Introduction

The launch of the third safer sex mass media campaign in Mongolia by AIDS Foundation East-West (AFEW) and the Mongolian NGO Focus directly follows two previous campaigns. Extensive research on knowledge of the target group and cultural sensitivities is conducted before and after each campaign so that the messages and methods have a maximum impact.

Background

Although Mongolia currently has a very low prevalence of HIV/AIDS, sharply increasing sexually transmitted infection (STI) rates indicate a population at risk. During the 1990s, syphilis rates among a study group of pregnant Mongolian women rose by a factor of five, and gonorrhea rates by a factor of 60. This sharp rise indicated many Mongolians were engaging in unprotected sex, behaviour that spreads STIs, including HIV. Something needs to be done to educate the Mongolia public, and sexually active individuals in particular, about the dangers of STIs, HIV/AIDS and the need to practice safe sex.

The Mongolian Ministry of Health recognised this brief window of opportunity to implement HIV/AIDS prevention programs, which have proven to be successful and cost efficient in other countries in the past. It asked for international support to implement safer sex campaigns in 1999. Their request was honoured by MSF-H, which implemented two such campaigns in Mongolia from 1999 to 2001.

MSF-H gained substantial experience in HIV prevention in the Newly Independent States (NIS), which are closely linked to Mongolia. As the effort to fight the spread of HIV/AIDS in the NIS continued to grow, MSF-H helped create the new international NGO, AIDS Foundation East-West (AFEW), in 2001. Most national and international MSF-H staff in the NIS moved to AFEW. AFEW staff have implemented seven safer sex mass media campaigns in NIS and Mongolia so far.

At the end of its initial intervention in Mongolia, MSF-H/AFEW established the national Mongolian NGO, Focus, whose mission was to continue the campaign activities. Focus is supported by the Mongolian Ministry of Health and has a well-designed campaign strategy, but still lacks experience and expertise. They approached AFEW for further support.

AFEW and Focus joined their fundraising efforts and obtained funding from the European Commission under the Tacis Institution Building Partnership Programme for two campaigns to be conducted in 2003 and 2004.

Approach
Implementation of a well-designed mass media campaign has proven to be an effective and cost-efficient method of educating young people about the benefits of safer sex behaviour and condom use. The main messages of the two previous Mongolian mass media campaigns focused on raising STI (including HIV/AIDS) and safer sex awareness. The campaigns proved to be highly effective and worth continuing.

The campaigns implemented in Mongolia had several objectives. The first was to relax some of the more conservative traditions of Mongolian society that made it uncomfortable to discuss sex and sexual health issues. The second was to change the way young people between the ages of 15 and 25 thought, felt, and acted when it came to sex by creating an environment in which they could feel more comfortable learning about sexual health issues. The third was to encourage safer sex and condom use. The final objective was to encourage young people to begin to take responsibility for their own health by learning more about sexual health issues, paying more attention to their own health and that of their partners, and engaging in more open discussions with family and friends.

The first campaign, which was launched in December 1999, was based on the slogan 'A Healthy and Wise Choice'. Project planners were careful not to offend the more conservative elements of Mongolian society and avoided language that some might view as offensive or inappropriate. Using a combination of radio and television ads, outdoor advertising, brochures and other media outlets, the campaign message stressed HIV/AIDS and STI awareness. Post-campaign surveys indicated the message had reached a large audience and was embraced by a majority of the Mongolian population.

The second campaign was launched in 2000 using the same message and approach. This campaign was designed to create an even more open atmosphere, one in which safe sex topics are the norm, rather than the exception. Planners also wanted to emphasize the effectiveness of condoms in preventing the spread of HIV/AIDS and STIs. Results of the first survey showed that while members of the target group understood and appreciated the safe sex message, they were still reluctant to purchase and use condoms. The second campaign worked to change these attitudes and remove the embarrassment associated with condoms.

Results

Surveys and analysis conducted after each of the campaigns indicate that the effort to reach the younger member of Mongolian society has paid off. The campaigns appear to have eased some of the traditional cultural barriers about discussions of sex while at the same time improving the knowledge, attitude and behavior of Mongolian young people toward HIV/AIDS/STIs and safe sex issues.

Those who saw the campaigns demonstrated increased knowledge about high- and low-risk sexual practices, increased awareness about HIV/AIDS and STIs, and about the benefits of condom use. Perhaps most importantly, those individuals who saw the campaigns were more likely to use condoms than those who did not.

The results of the first two mass media campaigns demonstrate that the methodology and objectives employed were realistic and attainable. But it is important to note that in order to achieve significant, lasting changes in knowledge, attitude and behaviour a continuing effort and commitment is necessary.

The campaigns received overwhelming support with 98% of the respondents interviewed indicating that the campaign messages were relevant and that safer sex campaigning should continue.

The two previous campaigns created the necessary groundwork that gives possibilities for increasingly open discussions of the problems and challenges presented by HIV/AIDS/STIs. Along with the increased openness however, it will also be important to again stress that each individual needs to address the 'difficult subjects' and be responsible for their sexual health and the health of their partners.

Mongolia

KAPB surveys Mongolia
% of respondents which saw at least one element of the campaign 76%
% who recognised the campaign slogan 60%
% who found some important information 79%
% who responded positively about importance of this type of campaign 98%
% who felt information like in the campaign should continue to be shown on television 90%

Follow up campaign 2003

This campaign will move a step further and introduce the idea of condom use and safe sex as a norm accepted and approved by society, encouraging people to increase their awareness of safe sex, to take the necessary steps to remain healthy, and to feel personally responsible for their health and the health of their partner. It is anticipated that the campaigns will form the groundwork for establishing and maintaining new social standards for the acceptance of safe sex discussion and practices.

The project includes not only campaign activity but also training and support of a Mongolian counterpart organization, Focus, in development, implementation and evaluation of Safer Sex mass media campaigns to ensure knowledge and experience of conducting campaigns according to international standards present in Mongolia.

In addition to the campaign activity in Ulaanbataar AFEW and Focus will implement the program in three additional aimags (regions) Orkhon, Tuv and Khovd where all the campaign components will be present. Local organizations in these three aimags will be trained in the development, implementation and evaluation of safe sex mass media campaigns.