PMTCT Communications Campaign

Creative Brief

1.Target Audience(s)

  • Male partners of pregnant women (25 – 45 year olds)
  • Peri-urban (60%) and rural (40%)
  • Low-income
  • Low-literacy

2.Objective(s)

  • To support their pregnant partners through the PMTCT program by:
  • testing with their partner (link to VCT campaign);
  • taking child in for 72 hour follow-up for nevirapine;
  • supporting her decision regarding infant feeding; and
  • defending her decision to others (to deliver in health center, alternatives to breastfeeding)

3. Obstacles

  • Males lack knowledge about the benefits of PMTCT
  • Males fear the side effects of nevirapine
  • Males fear that their time is wasted at ANCs
  • Males do not want to know their HIV status

4.Key Promise

It is possible for me to have an HIV negative baby and my lineage to continue when my partner and I are HIV+, if I support my partner’s utilization of PMTCT services (including alternative breastfeeding options).

5.Support Statements / Reason Why

  • A baby can get HIV from its HIV+ mother during pregnancy, childbirth, and breastfeeding.
  • If an HIV+ mother takes nevirapine, has a safe and clean delivery, and uses the best feeding options for their baby then there is a BIG chance that the baby will be HIV-
  • The side effects of nevirapine are mild for the baby including a skin rash – small bumps all over the body, vomiting, and diarrhoea. These symptoms could last up to a couple of days. In very RARE cases, both the mother and baby can get a very serious skin rash that needs medical attention.
  • HIV counselling and testing can take a maximum of 60 minutes at the clinic.
  • Many men who take the HIV test are actually HIV-, and there is no need to fear this.
  • If HIV+, we will be informed about care and support (and ARVs will be countrywide by 2005)

6.Tone

  • Inspiring, encouraging, reassuring and informative.

7. Openings

  • Business places
  • Places of worship
  • Places of entertainment (bars, sport arenas)
  • Community events/promotions
  • Ante-Natal Clinics (ANC)
  • Sites close to ANC

7. Media

  • Interpersonal communication (IPC). Could include dramas, peer educators
  • Print materials: wallet cards, posters, leaflets
  • Radio
  • Drama video to show in the community and clinic

8.Creative Considerations

  • Should appeal to people from the different cultures of Uganda.
  • Needs to cut across all language groups. Create in English but adapt into Luganda, Luo, 4Rs, Ateso.
  • Quantities: there are 5 regions in Uganda. We anticipate reaching 5 million men a million in each region.