Snippet on CDC

A multi-media communication campaign on TB and HIV for the Ministry of Health and Center for Disease Control and Prevention, Kenya

The project aimed to promote cross-testing for HIV and TB in Kenya amongst those with TB and/or HIV and their families. Mediae was commissioned to research, design and deliver the media strategy and materials using television, radio, SMS and print.

The target audiences and key objectives were agreed as:

1. health care workers –to counter stigma and promote awareness of their own HIV status in order to look after their health and improve communication skills
2. HIV and TB patients, their families and the broader public – to improve awareness of the relationship between HIV and TB.

The materials designed and delivered by Mediae were:

1. A four episode storyline on Makutano Junction, Mediae’s weekly television drama series. A health worker faces up to her own positive HIV status, confronting stigma and discrimination, and in doing so improves her and her colleagues’ professional and communication skills.
2. A comic-style leaflet featuring key messages and contacts, available via a free SMS number promoted on Makutano Junction.
3. 12 weeks of dedicated radio programmes on Metro FM (Nairobi based, English and KiSwahili) and Lake Victoria FM (Nyanza based, broadcasting in DhuLuo) featuring drama, vox pops, call-in slots and expert discussion.
4. A DVD-led discussion tool for awareness-raising sessions for health care workers held within health facilities in Nairobi and Nyanza provinces in Kenya. DVD-led training is an instant catalyst to deep discussion, reflection and consensus on change in complex training projects. The DVD uses clips from Makutano Junction and additional scenes scripted specifically for training. These lead into documentary interviews with professional health workers talking of their experiences of HIV stigma, discrimination, testing and disclosure. The final chapter focuses on improved communication and counselling skills.
5. A take-away handbook on Stigma and Discrimination, drawing on clips, quotes and key reminders from the DVD-led discussion.