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| INFORMATION, EDUCATION & COMMUNICATION |
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To promote general awareness and information and address issues of stigma and discrimination, broad-based mass communication is the chosen strategy in NACP3. The mass media communication campaigns are proposed as a menu and will be chosen and combined according to need and situation of the state and district.
The majority of media airtime will be bought at the national level to achieve cost effectiveness and allocated to SACS who may also buy media space in case of local needs. NACO is taking up the leadership for building communities around local radio and work for convergence and partnering with other agencies to conduct appropriate concurrent research and monitoring of communication campaign effectiveness. NACO is also developing and produce mass media materials through selected professional media and advertising agencies with common branding using a common logo. States are adapting the materials produced nationally.
Management of the large number of other local activities (e.g. exhibitions, caravans, rallies, street plays, song and drama performances etc.) are the responsibility of each SACS and their district counterparts. Optimal use will be made of the available civil society networks and organisations like SHGs, NYKS, NSS, PRIs, Red Ribbon Clubs, youth clubs, literacy mission clubs, mahila mandals, water user associations / cooperatives and new ones created for social mobilization. RCH-II, Rural Development, and workers like ANMs, AWWS, ASHA will also be put into service for awareness and BCC. A prominent role should be given to HIV positive networks and TI partners. |
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