Abstracts Vol. 1 [International Conference on AIDS (11th: 1996: Vancouver, Canada)]

Track D: Social Science: Research, Policy & Action
experience, where the health center-staff join them to discuss what is the needs of each
community
Project: The Institution LET'S KNOW ABOUT AIDS' was established in October, 1994 by
Toshima-City, one of cities of Tokyo metropolitan area.This is based in Ikabukuro public
health center, located in downtown.This center is open 9:00-17:00 on weekdays.Visitors get
here information about AIDS through books, videos, literatures, newspapers, reports of
NGO, and epidemiological studies.Thay also get consultation and lectures of the health centerstaff such as public health nurses.The meeting room is offered to NGO.The principle is;
I.toward the needs of community 2.participation of residents, 3.utilizing of community
resources, 4.collaboration with other administrative divisions ofToshima-city
Results: For one year, more than 8000 visitors have used this institution.They were students, teachers, hotel-workers, health workers, housewives, artists such as photographers,
PLWHA (persons living with HIV/AIDS), buddies and members of NGO. Some students
learned about AIDS by themselves and prepared for their school festivals. We issued several
booklets which are useful for PLWHA as well as workers in companies.Visitors and we
health centerstaff shared information and experience, then we noticed the needs of each
person.
Lessons Learned: (I )This institution provided the opportunity for youth to learn by themselves and to discuss about AIDS. (2)Problems to be solved are found through discussion
with each community (3)Community-based activities at public health center is effective to
empower people to eliminate indifference and discrimination to AIDS. Finally, the aim of our
'AIDS INFORMATION CENTER' is to make a network of communities for prevention of
AIDS and for support to PLWHA.
Kyoko Nakano, Ikebukuro Public Health Center 39-2, Higashi-lkebukuro, I-chome,Toshimaku,Tokyo, 170, Japan.Tel.: [phone]I Fax: [phone]
Tu.D.2878
KEY SUCCESS FACTORS FOR CONDOM SOCIAL MARKETING PROGRAMME IN
MALAWI
Brady, Chris,* Katangwe, Jones.* *PSI/Malawi, Blantyre, Malawi
Issue: In 1994, PSI/Malawi quickly established an effective means of distribution and communication to socially market CHISHANGO condoms. In the first year, CHISHANGO sales
exceeded all expectations, surpassing 4 million. In addition, the word "CHISHANGO" has
now become synonymous with condoms in Malawi. Eighty-four percent of condom users
cite CHISHANGO as their favorite brand. PSI/Malawi's dedicated sales and marketing team
have proven that Malawians engaging in high-risk sex are willing to use condoms and pay
for them.
Project: A unique combination of factors have allowed PSI/Malawi to reach high CHISHANGO sales, recognition and acceptance in such a short amount of time. Intensive preproject research assured that the product brand name, packaging and pricing structures
were appropriate. In addition, institutional distribution channels, such as large private sector
companies and local NGOs have contributed to CHISHANGO's popularity Important
external factors have also played a role in the early success of the product. Principally, the
advent of multi-party democracy and the concurrent support from government circles have
raised Malawian's awareness regarding the seriousness of the national AIDS crisis. In addition, the liberalized public communication channels have permitted PSI to mount an aggressive advertising and promotional campaign.
The condom social marketing campaign was also assisted by the fact that numerous refugee
programs had been working in Malawi for 5-10 years, sensitizing the population about the
importance of condom use. Although the mainly rural population was accustomed to free
public sector distribution, the transition to an affordable socially marketed product was not
difficult.
Results: By engaging a well-trained and dedicated CSM sales force, combined with a variety
of distribution channels, PSI/Malawi was able to effectively fill the national condom pipeline
quickly. A concurrent advertising and promotional campaign which uses aggressive and creative means enabled the project to add new customers/condom users, and create sufficient
demand to sustain high sales.
Chris Brady, PSI/Malawi, P.O. Box 529, Chilmbwe, Road Blantyre, Malawi,
Telephone: 01 I -265-622-435 Fax: 01 I-265-622-468 Email: [email protected]
Tu.D.2879
EUROCASO/POSITIVE ACTION TWINNINGA PROCESS OF STRUCTURED SKILL
EXCHANGE
Thorens, lean-lacques. Development Officer, European Council of AIDS Service
Organisations. Fontaines s/Grandson / Switzerland
Why twinning? We are aware of the lack of understanding, lack of opportunities, lack of
resources, lack of experiences, lack of skills and strategies many self help groups and organisations suffer from, and how it feels not to be able to respond to the daily challenges,
tragedies and needs even when we want to. Networking and exchange of expertise, energy
and power is essential for communities to be able to create, set up and develop CBASOs
(Community Based AIDS Service Organisation) into independent and strong units.The role
of EuroCASO has been to formalise and activitate a network so that this happens even
more efficiently Recognizing that the informal channels of exchange and our activities so far
have not been good enough or sufficient, the idea is to set up a design which provides an
opportunity for CBASOs to form more committed and stable exchange relationships with
one another When eagering for the Twinning Project we also have the East-West and
North-South perspectives in mind when it comes to Europe, and realising the North-South
perspective when we think globally
Who can participate in a Twinning Project? All members of EuroCASO can participate.
Any Community Based AIDS Service Organisation in Europe who share the philosophy of
EuroCASO, who has signed the EuroCASO Charter and has accepted the Constitution
(I1994) is considered a member
Financing a project? The Freddy Mercury Foundation and Wellcome Foundation Ltd have
funded the P rojects and EuroCASO hopes that other funders or donors in the future
will recognize the value of this project.

UpDate of the Twinning Pilot Project: Project I: OSLO (Gay Health Board) and PRAHA
(Gay Group): Final Report/Evaluation.Project 2: COPENHAGEN (Self Help Group) and
SOFIA (Bulgarian Gay Organisation): First contacts postponed due to participant's illness.

Tu.D.2878 - Tu.D.2882
Project 3: HELSINKI (Bodypositive Group) and Baltic Countries: Camp for 40 people and
developing a Baltic Community Based Association. Project 4: UK (The NAZ Project) and
AZERBAIDJIAN (Migrants group). Project 5: ISRAEL (PWAs NGO) and LISBOA (PWAs
NGO) Acquiring mutual knowledges of how to go in a Mediteranean Country - Project 6:
UK (Care To Act) and SPAIN:Training for Non-Theatre Workers in Drama and Interactive
Techniques for HIV/AIDS Education.
J.J.Thorens, EUROCASO Development Office CH - 1421 Fontaines s/Grandson,
Switzerland Tel/Fax: +4 I 24 7 I 26 63 e-mail: jjthorens(dswisslink.ch
Tu.D.2880
EVALUATING THE CONTRIBUTIONS OF SOCIAL MARKETING TO HIV
PREVENTION IN FIVE U.S. COMMUNITIES
Rugg., Deborah L., Nowak, G.,* Westover B., Monterroso, M.,** Pinckney L., Kennedy M.,
Shepherd, M. Centers for Disease Control and Prevention, Atlanta, GA, USA; *University of
Georgia, Athens, GA, USA; **Battelle, Atlanta, GA 30333
Issues: Few U.S. based HIV prevention efforts have used social marketing in the design of
programs. Even fewer have conducted comprehensive evaluations assessing: I) the quality of
the process, 2) the contribution of social marketing as an HIV prevention planning tool, and
3) the impact of the resulting prevention interventions on the target population.
Project: The Centers for Disease Control and Prevention (CDC) is assisting five communities (Nashville, Phoenix, Newark, Sacramento, and Northern Virginia) in the use of social
marketing (situation analysis, audience segmentation, formative research, etc.) to develop
HIV prevention programs. "Participatory social marketing" is a new prevention approach for
CDC. Based on a literature review and an expert panel meeting, a three-phase evaluation
plan was developed to: I) document the application of this approach and identify implementation barriers (case studies, observations, and progress indicators), 2) measure community capacity to design sustainable HIV prevention programs using this approach (analytic
case studies), and 3) assess intervention impact on the targeted audience (i.e., youth) (sitespecific and comparison surveys).
Results: In the first phase of the evaluation, we observed: I) the use of social marketing by
community based groups requires technical training and consensus building, which lengthens
planning (about 18 months) and delays intervention implementation; 2) the collection, interpretation, and translation of data for program design remains difficult for community-based
personnel; 3) the evaluation plan had to address the interests of multiple stakeholders, multiple and changing objectives over time, and evolving interventions; and 4) even with technical assistance to promote a standard approach, the five cqpmunities varied considerably in
target audiences, behaviors, intervention objectives, and strategies, thus complicating the use
of a single, multi-site evaluation protocol.
Lessons Learned: Assessment of the effectiveness of community-based prevention programs needs to go beyond traditional single-method, single-source evaluation strategies to
include: I) qualitative and quantitative methods; 2) individual and community level outcome
measures (e.g., community involvement, mobilization, issue management capability influence
on policy/funding priorities, network/coalition building); 3) rigorous process measures, which
are a prerequisite to outcome assessments; and 4) outcome evaluations that are specific to
each site.
Deborah L. Rugg, CDC/NCHSTP/DHAR I 600 Clifton Rd., NE, MS E59, Atlanta, GA 30333
Telephone: [phone] FAX: [phone]
Tu.D.288 I
REACHING AND INVOLVING YOUTH:A PREVENTION MARKETING APPROACH
Martin, Chad,* Love, Jewel,** Stover, Dennis.*** *Centers for Disease Control and
Prevention, HIV AIDS Prevention, Atlanta, GA; *Academy for Educational Development,
Washington, DC; ***National AIDS Fund;'Washington, DC: USA
Issue:Preventing sexual transmission of HIV among young people 25 and under presents
unique challenges. Recruiting, actively involving, and preparing young people to effectively
assist in prevention efforts can be even more difficult, but may enhance program relevance,
reach, and credibility
Project:The Centers for Disease Control and Prevention's (CDC's) Prevention Marketing
Initiative (PMI) seeks to prevent the sexual transmission of HIV among young adults 25
years of age and under.The CDC, with two large non-governmental organizations, defined
effective strategies and guidelines to promote and enhance youth involvement in the PMI in
order to further ensure the validity and sustainability of this prevention effort.
Results:Actively involving young people takes more than just having a young person sitting
at the table. It can require some or all of the following: preparing adults for youth being
involved, engaging young people in all aspects of the program, articulating exactly what program planners desire as a result of youth involvement, understanding what youth want and
need from involvement (e.g. college recommendations, stipends, development of business
skills, and community contacts), establishing a network of support, considering their developmental levels, and examining the effectiveness of youth participation.
Lessons: Involving youth in multi-faceted HIV prevention program planning requires providing youth with opportunities to learn and build skills and to meet other developmental
objectives (e.g., socialization). Additionally adults must be prepared to respect and to be
cognizant of how their actions and language can unintentionally be detrimental to youth
involvement.These lessons have been translated into technical assistance workshops and
documents on youth involvement for program planners.
Chad Martin c/n Centers for Disease Control and Prevention, 600 Clifton Road MS E-25
Atlanta, GA 30333, USATeI: [phone] Fax: [phone] email:
[email protected]
Tu.D.2882
FOCUS GROUP THEME THAT WILL SHAPE PARTICIPATORY SOCIAL MARKETING
INTERVENTIONS IN S CITIES
Kennedy M.G.,* Bye, L, Rosenbaum, J.,**- Baume, C.,** Doucette-Gates, A., Flynn, N., Millet,
JShepherd. M.* *CDC, Atlanta. USA; Communication Sciences Group, San Francisco;

**Academy for Educational Development, DC; MACRO, Atlanta; UC Davis; Blatner &
Assoc., Hopewell NJ
Objectives: To conduct formative research about the determinants and nature of risk
behaviors, and about the best forms and outlets for risk reduction messages, so that

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