PMTCT Project Creative Brief

1 / Health Field / HIV
2 / Item / An Integrated Media Campaign for Preventing Mother to Child Transmission of HIV (PMTCT): Promoting Counseling and Testing for HIV at Ante-Natal Care (ANC) CentersAmong Pregnant Women
3 / Background / By 2010, the Government of Vietnam expects to provide HIV testing and counseling services to 90% of all pregnant women. However, current coverage of PMTCT services is low and there are no communication activities to support uptake of PMTCT among women attending ANC clinics in the priority provinces.
PSI seeks to increase the demand for HIV Counseling and Testingservices as part of routine ANC visits by pregnant women in three (3) PEPFAR priority provinces; Hanoi, Hai Phong and Quang Ninh. This intervention is based on collaborative work with the MoH/LIFE-GAP project, established NGOs, Provincial Health Departments (PHD), and civil society groups working with pregnant women.
The goal of this campaign is for pregnant women to utilize ANC-based C&T services close tothe seventh (7) month of pregnancy.
PSI is requesting development of an integrated media campaign that would include a creative theme and brand and media activities that would include billboard,posters, print ad, flipcharts, brochure, marketing cards etc. to achieve the above objective
4 / Target Group / The program will be targeted at women who are in their first seven months of pregnancy and their male partners.
Justification:In a 2004 study, after pretest counseling, 46.8% of pregnant women refused to be tested for HIV. Of those who did agree to be tested, 44.7% did not return for results.[1]Most pregnant women in Vietnamattend ANC services several times during their pregnancy. There are many reasons why pregnant woman refused or opt out for HIV test:
  • They believe that their wholesome lifestyle and being faithful to their husbands protects them
  • There is a great deal of stigma against agreeing to an HIV test in ANC, women think that if they agree to an HIV test, people will think they or their husband are high risk (sex worker, injecting drug user, or client of sex worker)
  • Fear of a positive result and the consequences
Women who are supported by their husbands and communities are more likely to seek out HIV counseling and testing services[2]. While men are less involved in the details of ANC service utilization, they do accompany their wives to these services and have the potential to convince some otherwise unwilling wives to agree to the test[3].
The target groups are women among 20-40 years old who lives properly and decently, they have very low risk perception about HIV. They think they are safe so C&T service is not for them. They know briefly about HIV transmission but not deeply into what is PMTCT or how to prevent it. They don’t know that C&T services are available in ANC. However, they all think that healthy baby is the most important thing for them.
5 / Research / PSI conducted qualitative and quantitativeresearch in Hanoi, Hai Phong, andQuangNinh. The findings included:
Availability (knowledge of the location) of HIV testing services within ANC is not well known.
Women do not have adequate knowledge about the PMTCT program that is integrated within ANC.
Women do not perceive themselves at HIV risk because of their wholesome lifestyle
High levels of stigma and discrimination are major barriers to utilization of C&T services at ANC providers: Women are afraid that they will be identified as a 'sex worker or that their husband is an IDU or visits sex workers. It is important to normalize HIV test as just another test that is done during pregnancy to ensure the health of the baby.
Women trust the recommendation of their doctors to get tested.This information is more important when it comes from the doctor than some other person (nurse etc.) in the health facility.
Pregnant women also trust female members of their family for advice on ANC and pregnancy related decisions.
Men should be shown as supportive for testing.
The research also show their attitudes as:
The majority of pregnant women attending ANC Centers accept other tests (ultrasound, blood type, and urine tests) without resistance. By linking the HIV test to these tests as part of the routine checklist for every pregnant woman (and not only for high risk groups), C&T will be more acceptable to pregnant women.
Driving ANC-based C&T utilization should be based on the overall concern among pregnant women for the health and well-being of the baby. Expecting parents want a healthy baby, one without birth defects, malnutrition, and disease. Rather than addressing the stigma and risk perception head on, a review of the research results supports making HIV tests as normal as possible and just one of many necessary tests to ensure the baby is healthy.
Pregnant women who do decide to do early C&T wanted the test to be done quickly so they can know the results soon and have peace of mind.
What do we know about our Target Group from research?
6 / Behavioral Objectives / The goal of this campaign is increase number of pregnant women going for ANC-based HIV testing services around the seventh (7) month of pregnancy.
What do we want people to do after they see this item?
7 / Communication Objective / At the end of the campaign, a pregnant woman and her partner should
Have positive attitudes about HIV testing services during ANC
Agree that “HIV C&T is a routine test for the health of the baby”
know where Ante-natal Care based C&T services are located in their community
know that sub-branded ANC based HIV testing is free
Agree that , “Early HIV testing is part of normal ANC during pregnancy and gives me peace of mind”
What are the key messages we want to give?
8 / Call to Action / Target Audience shouldrequest and/or not opt out of HIV testing at ANCs in the first 7 months of pregnancy
9 / Expected Outputs from Agency / The selected agency’s main goal is to design a campaign that will help to increase uptake of early counseling and HIV testing among pregnant women seeking ANC services and to reduce stigma associated with HIV services and knowing one’s HIV status.
List of expected outputs from agency are:
Billboards
Posters
Brochure: Routine Checklist of tests to have at ANC visit
Normalize HIV testing leaflet; link with other tests (Glucose and Blood type testing)
“Benefits of Early Testing” leaflet
Marketing card for ANC-based C&T
To achieve this goal, the campaign must be packaged in a way that will memorable, attractive, relevant, credible and compelling to the target groups. The agency should treat this campaign as any other private sector advertising campaign. In response to this communication brief, the agency should:
  • Develop 2-3 key messages, appropriate for outdoor spot and IPC. The agency should develop samples of proposed concepts.
  • Propose communications vehicles, a mix of media that provides optimum and cost effective reach and frequency, as well as construct media plans for the proposed campaign. It is, however, likely that the communication campaign will include print, outdoor, posters, leaflets, marketing cards, brochures, flipcharts…

10 / Creative Considerations / The communication campaign MUST:
  • Be comprised of messages, themes, images, etc that will be perceived as credible by target groups
  • Be very memorable to ensure that the key messages are easily recalled by target groups even after the campaign has ended
  • Be eye catching enough to create some ‘stir’ and spark discussions among the target groups
  • Be relevant to men and women (pregnant or planning a baby) by showing male involvement in the campaign
The communication campaign MUST NOT:
  • Contribute further to stigma against high risk groupsor people living with HIV/AIDS
  • Use red ribbons or any other notable AIDS symbols.
  • Don’t address risk perception head on. Women desire a healthy baby and the happiness of their families.

11 / Logos / The logo of the campaign should be the extended logo of Chan Troi Moicampaign. However, it should have a distinct identity to avoid any confusion with the existing Chan Troi Moi logo.
12 / Technical / Program Specifications / Agency Presentations:PowerPoint
Geographic placement:Hanoi, Hai Phong & Quang Ninh
Languages: English and Vietnamese
Mediums to be used:Agency should suggest. All activities will be considered, including but not limited to billboards, print ad, poster, leaflet, flipchart,
Pre-test Required? When?Yes, will be done by research agency
Design Deadline: 16May2008
13 / Processing / NameSignature / Date
Prepared by: / Chi Dinh / 6 May 2008
Approved by: / Hang & Yasmin / 9 May 2008

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