Global AIDS - Botswana

Botswana Communications Breakthrough Brings ARV Treatment Education to the Masses
Government of Botswana Ministry of Health - April 28, 2004

The launch of an animated patient education video marks the latest step in the Masa programme to mobilise communities on HIV/AIDS and ARV therapy in Botswana.

Community mobilisation has been the cornerstone of Masas Information Education Communication (IEC) campaign and aims to not only inform and educate the communities, but to effect long-term behaviour change,states Prathima Naidoo, IEC Specialist seconded by ACHAP to the Ministry of Health. The Interactive Community Mobilisation Tool, a picture-based flip chart which uses the analogy of cattle and kraals to explain the intricacies of HIV, AIDS and ARV Therapy, was the first medium used to actively engage the communities. Over the past two years, these materials have been supplemented and now include the recently launched animated video,she adds.

Filmed at the village of Mankgodi, Botswana, the video features a presentation by a trained health educator to convey key messages regarding HIV, AIDS and ARV therapy, and includes animated sequences of the graphics used in the Interactive Community Mobilisation Tool

By using the common analogy of cattle and kraals, in addition to the familiar graphics, this video reinforces key messages and themes which the community may have already come into contact with. For example, preventive messages such as safer sex with demonstrations on the effective use of male and female condoms, and the importance of adhering to ARV therapy.

Edutainment has proven to be one of the most successful ways of communicating complicated healthcare messages to the broader community,Ms Naidoo adds. This video marks a breakthrough in public health communication and education in Botswana. The interactive discussions and animation enhance the messaging and provide the audience with welcomed entertainment, while subtly defusing the levels of stigma surrounding HIV and AIDS, she concludes.

The Masa animated, patient education video, as with the Interactive Tool, will empower our people with the knowledge they require to make informed lifestyle decisions that could limit their risk of HIV infection or re-infection, and also help them understand the role of ARV therapy and the importance of adherence to this therapy, states Ministry of Health IEC specialist, Mme Tuelo Mphele.

The video is intended to be shown in waiting rooms at all sites that offer ARV therapy, in addition to schools and workplace programmes. I encourage healthcare workers to ensure that the videos are shown continuously in patient waiting areas and that patients and visitors should not hesitate to ask to see these videos when they visit their local clinics or hospitals. I also urge the community to take home the story books, which accompany
the video and are available at all clinics, so that they can share these important messages and lessons learnt with their families and friends, she concludes.

For further information please contact:

- Prathima Naidoo, IEC Consultant for Masa, Government of Botswana Ministry of Health on + 267 393 98 04 or
Prathima@achap.org

Tuelo S. Mphele, IEC Specialist- Ministry of Health on + 267 393 1401

Joanne Sewell - Fleishman-Hillard SA on + 27 11 548 2024 or sewellj@fleishman.co.za

About the Masa Programme

Botswana, which has an HIV prevalence rate among the economically active population of above 35%, introduced ARV medication in the public healthcare system in January 2002. The programme is named Masa, Setswana for dawnto signify the hope ARV offers people living with HIV and AIDS to live longer, healthier lives by providing people living with HIV/AIDS with time to nurture their families and to build a future for the nation.

To date the programme is scheduled to be rolled-out to twelve sites with more than 20 000 people enrolled in 24 months. The programme will be rolled out to a further 19 sites by the end of 2004.

Focus on the Interactive Community Mobilisation Tool

Objectives

• Increase knowledge on HIV/AIDS
• Stimulate community dialogue
• Promote and encourage behaviour change
• Reduce stigma and discrimination
• Educate on ARV therapy and adherence
• Promote preventative behaviour

How to use the Interactive Tool

The Interactive Tool has two main elements: (i) large size, full-colour pictures on the one side and (ii) notes on the reverse to help the facilitator guide the discussion about the picture. A typical page would include the following elements:

• A picture: each picture is numbered to ensure that the facilitator follows the correct order
• Information: the information in red type must be read to the group
• Questions and Answers: questions (black type) and answers (blue type) sessions are used to encourage open discussion.

Picture-based communication brings the story home

Below is a taste of what the Interactive Tool has to offer and illustrates how picture-based communication can effectively convey complex issues. The analogy of how termites can weaken a kraal forms the basis of explaining how HIV weakens the immune system.

The Interactive Tool begins with a discussion around Masa and the fact that it heralds a new dawn rising over Botswanas struggle against HIV/AIDS. We then move on to the heart of the discussion, HIV/AIDS and ARV therapy.

The Interactive Community Mobilisation Tool and all its components are the intellectual property of the Government of Botswana under the guidance of the Ministry of Health.

About ACHAP

The African Comprehensive HIV/AIDS Partnerships (ACHAP) is a joint initiative of the Government of Botswana (GOB), the Bill & Melinda Gates Foundation, and The Merck Company Foundation/Merck & Co., Inc. Its aims are simple to prevent and treat HIV/AIDS in Botswana, as well as to support and provide care for people affected by the disease. ACHAP sponsored the production of the animated video.

The Bill & Melinda Gates Foundation and The Merck Company Foundation have each dedicated $50-million over five years towards the project. Merck is also donating two medicines for the ARV therapy programme that the GOB has developed.