Media
Media development action with informed and engaged societies
Media
After nearly 28 years, The Communication Initiative (The CI) Global is entering a new chapter. Following a period of transition, the global website has been transferred to the University of the Witwatersrand (Wits) in South Africa, where it will be administered by the Social and Behaviour Change Communication Division. Wits' commitment to social change and justice makes it a trusted steward for The CI's legacy and future.
 
Co-founder Victoria Martin is pleased to see this work continue under Wits' leadership. Victoria knows that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction.
 
We honour the team and partners who sustained The CI for decades. Meanwhile, La Iniciativa de Comunicación (CILA) continues independently at cila.comminitcila.com and is linked with The CI Global site.
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Published 22 years ago
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Federation of African Media Women

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Summary


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Challenges


General


Defining the magnitude of the problem


Translating knowledge into positive behaviour change

  • Monogamy (Abstinence in adolescence)
  • Safe sex
  • Persistent condom use (not just in extramarital affairs)
  • Cultural – "women being inherited after husbands have died "
  • Empowerment of women/youth to negotiate safe sex

Destigmatization of the disease


How to care for the millions who are already infected – access to care, antiretrovirals – how many can afford; homebased care – how equipped is community to care for these people at home? abandoned by formal health sector: availability and appropriateness of support services.


Should HIV/AIDS be a notifiable diseases??? Issues of confidentiality – is it fair on the spouse who doesn't know.


Coordination of the multitude of HIV/AIDS activities.


Monitoring and evaluation - ? impact of all these activities.


Increase access to counseling and testing facilities.


Impact of HIV on economics of this country (groups most affected – economically active group 20-24 – 45 –50). Critical people involved in our projects who are affected.


Multisectoral approach – not a Ministry of Health problem?. budget for prevention; mitigation from other sectors. Our DTR clubs and community radio stations.


Poverty


Challenges for communication approach/Lessons learnt


Reporting positive aspects of the epidemic – reports should not all be gloom and doom; how are people living positively with the disease (both infected and affected population)


How to make HIV/AIDS front page news without being sensational.


Gender balanced reporting.


Local dramas – too much violence and unfaithful relationships - role of media practitioners on content of this c.f. sex on TV – too attractive to youths – Santa Barbara; Dallas etc.


How to reach the "hard to groups reach " – rural, certain religious groups, sex workers, adolescents and youth, uneducated population. How are DTR clubs are helping in this area.


Defining who are our role models; who are the influential people that we should use to get the message across? politicians? famous people? health profession.


Understanding the scientific aspects of the diseases and how to get this information to "lay" audience; keeping up to date with latest research and information


Getting a good mix of prevention information, care


How to monitor the effects of all IEC and other strategies in place to curb the epidemic – Disjointed work being done in communities by NGOs.


?judgement writing


development of appropriate materials for different target information is processed differently by groups


Ethics - journalistic - Advocacy journalism


Information strategies that go beyond women to also include men – women have tended to organise themselves more than men and find that they are brought some steps backwards by men.


Are you sure people listening – Audience survey DTR already has a captive audience


Virtual Newsroom.


AIDS levy


Success


Knowledge/awareness about HIV, prevention etc. – definitely there but not translated into behaviour change


Uganda – prevalence coming down; stigma also decreasing


Zimbabwe - ? political commitment – only country in Subsahara with AIDS levy (although still need to work out modalities of best way to ensure that the money reaches those who need it most? Political distribution money being diverted to be used for other things e.g. DRC, electioneering.


Availability of National AIDS policy on HIV/AIDS (December. 1999) – launched by head of state


Fight with drug companies to force them to bring the prices of antiretrovirals down (South Africa) – although still too high and only accessible to few.


Introduction of prevention of mother to child transmission in some countries in SA – now national policy in Zimbabwe, but not yet implemented.


Weaving in traditional forms of communication through drama, theatre for development, songs


Income generating projects


Conclude


Challenge to funding partners

  • Are you listening?
  • If you are, are you hearing?
  • If you are, are you understanding.