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Press-Releases

June 4, 2004
'Safer Sex - A Healthy and Wise Choice: A Step Further'

Tuya Badarch, Executive Director, NGO "Focus"
Tel/Fax: 11328148, email: focus@magicnet.mn

04 June 2004 AIDS Foundation East-West (AFEW) and the Mongolian non-governmental organisation (NGO) Focus, in co-operation with the Mongolian Ministry of Health, are launching a follow-up media campaign to their successful project carried out in 2003. The campaign aims to avert the potential HIV epidemic in Mongolia by instilling a sense of personal responsibility for choosing a healthy lifestyle among young people, and motivating them to use condoms as a reliable method to prevent sexually transmitted infections (STIs) and unplanned pregnancies.

Mongolian health authorities are concerned about high STI rates and also the progress of the HIV epidemic in neighbouring countries. In the Russian Federation, the cumulative number of registered HIV cases as of March 2004 is 274 197 (Data from the Russian Federation Federal AIDS Centre), while in China the experts estimate that there are around one million HIV-positive people (UNAIDS press release, February 2003). 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 is a follow up of three prior mass media campaigns conducted in Mongolia. All three campaigns are based on international experiences and lessons learned throughout the world. The main goal of this campaign is to move a step further - young people will be encouraged to take personal responsibility for their health.

When the first mass media campaign was launched back in 1999 there was an atmosphere of social taboo surrounding issues related to reproductive health. Over the years and due to continuous campaigning, we can state that there are already well-educated and modern young people who do take responsibility for their own sexual behavior and that an atmosphere of acceptance and social approval of condom use has been created. At the same time, the campaign pays more attention to encouraging young women to be more self-confident in intimate relations and to say NO even to safer sex if a woman feels she is not ready.

A 2003 post-campaign survey carried out among young people in selected regions indicates that they were very receptive to the previous campaigns. 84% are familiar with the project, 80% liked the campaigns, 98% considered the information important, and 90% wanted the campaign to continue. Young people who had seen the campaign indicated that they were more receptive to condom use and more willing to discuss this issue with their partners (source: AFEW/Focus/DMS KABP survey, 2003).

The campaign will run for at least five consecutive months and will appear in Ulaanbaatar, Orkhon, Tuv and Khovd provinces beginning 4 June 2004. The campaign materials include two 30-second video commercials, a radio commercial, an outdoor advertisement (15 bus stickers and eight billboards), information leaflets (270 000), posters (10 000) and calendars (50 000). A number of youth events will support the project.

For further information please contact:
AFEW Campaign Consultant Tanja Grechukhina, Senior Adviser, Media Campaign Programme, AFEW
Tel: +7 495 2506377, fax: +7 495 2506387, e-mail: tanja_grechukhina@afew.org

May 19, 2003
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. +7 495 2506377
fax. +7 495 2506387
info@afew.org