Beye Kenu Le Hiwot (Everyday for Life) ART Communication Programme

All communication undertaken in this programme is strategically designed as per the National ART Communication Framework, March 2005.

The ART Communication Programme targets:

• Men and women 30-50 years old, adolescents 10-15 years old who are already taking ART in urban and rural areas
• Treatment providers (physicians, nurses, counsellors including those providing paediatric care)
• Pharmacists
• Religious leaders
• Treatment supporters (PLWHA associations and family or friends) and home-based caretakers.

More than 45 communication products have been developed to date. One of the key components of the programme is the newly designed SMART campaign, intended to improve ART adherence by enhancing client and service provider relationships. The campaign advocates that an improvement in the relationship between clients and providers can lead to improved health outcomes. This is confirmed by HIV/AIDS treatment literature which verifies that the client-provider relationship is a key indicator for adherence to ART.

The campaign is directed at both clients and providers, and encourages clients to be SMART or ‘ASTEWAI’ and providers to also be SMART or ‘TAGASH’ (Astewai and Tagash are translations of smart in Amharic). Communication products developed include: a low literacy community conversation flip-chart for clients, 2 videos, one for clients and the other for providers, and a series of radio spots for clients. The flipchart and videos are accompanied by discussion guides to be used by facilitators and co-facilitators who guide discussions to ensure that they cover the relevant topics and reinforce key messages.

The tagline used for materials developed for clients is: "ASTEWAI clients take responsibility for their lives!" Clients are encouraged to realise that they themselves play a significant role in their own health care and promote their assertiveness.

The tagline used for materials developed for service providers is: "TAGASH service providers know how to work in challenging circumstances!" Materials recognise the challenges that service providers face in their practice and remind them of simple techniques that they can use daily to make their jobs easier and more satisfactory.

JHU/CCP-ARC held an exhibition called "Lives in Color" in April 2010, where people infected and affected by HIV/AIDS represented their life stories visually. The event was an opportunity for individuals to share their stories and learn from each other. Participants involved in body mapping workshops earlier in the year were able to illustrate the impact of HIV on their body and soul in life-sized paintings. The exhibition of the paintings was opened at The National Museum of Ethiopia. According to the organisers, and the comments received from the public, the event was remarkably successful in opening the doors to the true life experiences of people living with HIV and educating the public to reduce the stigma against them.

HIV/AIDS - Treatment, Care and Support

JHU/CCP-ARC is the national communication center for HIV/AIDS related information in Ethiopia and works in partnership with Ethiopia's HIV/AIDS Prevention and Control Office (HAPCO). JHU/CCP-ARC is funded by the President’s Emergency Plan for AIDS Relief (PEPFAR) through the U.S. Centers for Disease Control and Prevention (CDC). JHU-CCP provides technical assistance to the work undertaken by ARC.