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10Theories of Change (Individual, Interpersonal, and Community)
resources), then outputs(activitiesoutputs (activities and participation)
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11Socio-Ecological Theory (Community)

Challenge
Thandi’s scenario (Transactional sex)
Transactional sex is defined as engaging in sex in exchange for favours, money or material goods. For the purposes of
this Scenario , transactional sex will not refer to commercial sexwork, or survival sex, where girls are so poverty stricken
that their only means of survival is sex.
Transactional sex encourages girls to become sexually active early during adolescence and to become pregnant before they are ready.
It also contributes greatly to HIV prevalence, which is growing most rapidly among 15 – 24 year old girls and 20 – 29 year old men.
Transactional sexual relationships reduce a girls’ ability to insist on condom use, to end relationships, or to refuse sex.
In order to come up with a successful communication strategy, the following can be considered ;

• Principle #1: Follow a systematic approach,

These include ;
• Gaining thorough understanding of existing issue and influencing factors
• Developing strategy that outlines intended audience, objectives, main messages, key promises, channels of communication, mobilization plans, work plan, budget and M&E
• Producing, pretesting and developing multi-media materials and communication activities.
• Working with districts and local organizations & communities to develop work plans for community mobilization activities
• Implementing the strategy in the communities with stakeholders
• Monitoring & Evaluating and Soliciting feedback & making appropriate revisions
* Principle #2: Use research (not assumptions) to drive your program
According to qualitative research conducted by PSI, transactional sex has become a norm in Uganda, among age mates as well as cross-generational couples. Girls exchange sex for rides in men’s cars, marks in school, employment, and gifts. The Ministry of Gender, Labour, and Social Development estimates that as many as 30% of girls 15 – 24 years old are involved in transactional relationships with men ten years or more their senior.
There are a number of reasons why girls enter into transactional relationships:
• The desire to have clothes, shoes, hair styles and other material goods that their friends have
but their parents do not provide.
• Many times employers withhold jobs or pay, unless a young girl has sex with them.
• Sometimes teachers give girls better grades in exchange for sexual favours
• Parents sometimes encourage their daughters to enter into transactional relationships in order
to provide for the family
• The difference in social status between an older man and a girl can make it culturally
Unacceptable for the girl to refuse sex
• Sometimes girls who are involved in transactional relationships with older men encourage
their friends to become involved as well.
Although girls who engage in transactional sex with older men put themselves at an increased
risk of HIV, they are more worried about pregnancy and the consequences of being caught by the man’s wife
* Principle #3: Consider the social context
Although transactional relationships are common among older men, they are still considered
immoral by many in society. Consequently, men engaging in these relationships usually do not
want their colleagues or their wives to know.
People who are opposed to transactional and cross-generational sexual relationships rarely speak
out against the practice. There is a societal belief that one should not interfere in another’s
sexual practices. Someone’s sexual practices are not the business of anyone else. In addition,
men who are engaging in transactional relationships are usually people with money and some degree of
power.
* Principle #4: Keep the focus on your audience/s
Primary audiences for individual behavior change were identified:
• Girls aged 15 – 24 who are currently or are considering engaging in transactional sex, and
• Men 18 – 55 who are currently or are considering engaging in transactional sex
Audiences at community level include:
• Young people’s groups
• Faith based organizations
• Workplaces
• Community based organizations
Social Services audiences include:
• Primary and secondary schools
• Health facilities
• Socio-political audiences include:
• Media gatekeepers
• Political leaders
• Religious leaders
* Principle #5: Use theories and models to guide decisions
The Health Belief Model by has been adapted to explore a variety oflong- and short-term health behaviors,
including sexual risk behaviors andthe transmission of HIV/AIDS.It looks at perceived susceptibility
and perceived severity of a health condition.(including evaluations of both medical and clinical consequences and
possible social consequences).the model also has been used to gain a better understanding of sexual risk behaviors
* Principle #6: Involve partners and communities throughout
• Services initiate programs to safe guard Young People from transactional sex that can engage them in IGA skills building
• Schools and health provider s offer information ,career guidance,and youth friendly medical services
• law enforcement services enact policies that prevent sexual exploitation
* Principle #7: Set realistic objectives and consider cost effectiveness
Communication Objectives:
As a result of theBCC campaign, the primary audience will:
• Know that transactional sex puts them at high risk of HIV
• Have an attitude that transactional sex in unacceptable for them and not worth the risks
• Feel capable of refusing transactional sex
• Feel that it is socially acceptable to discourage their peers from engaging in
• transactional sex
* Principle #8: Use mutually reinforcing channels, activities, and materials at many levels
The Communication strategy is to stimulate a national movement against transactional sex.
Thus, the strategy strives to influence individual behavior of young people, their parents, and older men.
It also aims to stimulate a “buzz” in the national and local mediaaround the topic of transactional sex; and to invite schools,
health facilities, faith based Organizations, communities and young people’s groups to openly discuss, examine,
and take action concerning transactional sex.
The media and mobilization can be in three parts, which are all inter-linked:
• Centerpiece radio drama series with reinforcing materials and activities to model and
reinforce individual behaviour change
• Advocacy activities among media and religious leaders to create support for the campaign
among influentials
• Mobilizing community groups, health facilities, schools, workplaces, and communities to
take action
* Principle #9: Choose strategies that are motivational and action-oriented
I will also organize;
• Appearances on TV and radio talk shows
• Interviews in the press, Press briefings
• Meetings with parliamentarians, cabinet members, cultural leaders, district leaders
• Speeches and presentations during Rotary Club meetings, meetings of employers and workers’ unions
• Radio and TV spots for men during football matches
• Train peer educator
* Principle #10: Demand quality at every step
All communication materials will be pre-tested with their intended audiences, reviewed by a small
group of members, and revised accordingly

Challenge
Social Ecological Model on HIV Counseling and Testing
People who do not know their status (Most affected)
Men and women of reproductive age who are sexually active, both urban and rural
Purpose
Minimize social stigma
Increased opportunity to educate and provide risk assessment
Assess their HIV risk
Talk to their partners about each other’s status need for an HIV test
Disclosure of their HIV status to their sexual partners
Benefits
HIV Positive individual
Early access to care and support ,Treatment and care decisions made, which can reduce the levels of stress and improve the quality of life for people living with HIV/AIDS .
Prevention of re-infection and other STIs
support those who test as couples to reduce tension and blaming so that they can discuss concerns and help them cope with their situation.
Prevention of HIV transmission to partner/unborn child
Encourages partner disclosure and testing
HIV negative individual
Risk reduction for the HIV negative individual
Reduced anxiety and fear
Motivation to remain negative
Encourages partner disclosure and testing.
HIV counseling and testing can result to;
HIV counseling Testing service providers (direct Influencers)
These are people who deal directly with the most affected, the are at HCIV,HCIII and private NGO clinics
Purpose
They are in touch the client’s real behavior situation and in this they help them asses their risk to HIV, and in instances of couples they can diffuse tension, blaming and resolve conflicts so that they can develop a behavioral risk reduction plan
Benefits
This will increase the levels of knowledge and skills in HIV/AIDS counseling
They the people who collect data and this can facilitate better allocation of resources in planning process and for research purpose
It can bring about self development and career enhancement through on job trainings
Reduces stigma and discrimination
Serves as catalyst for the implementation of care and support services.
Creates optimism as large numbers of people test HIV negative
Religious leaders and faith based organizations (indirect influencers)
These are both Male and female from any faith based affiliated institution that interacts with people who are sexually active
Purpose
The reason to involve them is that;
• They are highly influential in social matters and religious matters
• They are honored and respected in the communities
• They interact with the community at least once a week and there fore they are able to know what is happening
• They are also involved in pre- marital counseling
When these people are involved it HCT becomes part of their sermons to dispel the myths and talk about the benefits of HCT which can increase the number of people going for Testing
Benefits
Religious leaders can be able to communicate effectively about HCT and also feel empowered and are part of the national HIV struggle which can bring continuity of information flow even after the BCC campaign has ended
Reduces stigma and discrimination

Much emphasis has been put on the SELF because that is where the impact is measured,i have involved less the outside instead i have chosen the religious leaders to represent the community

Reflection
Reflection
The principle of C-planning act as a checklist to designing a strategic SBCC Campaign,not to forget SEM,but in my day to day work i feel BCC theories are instrumental because I deal more with the SELF

Activities
Principle one;Follow a systematic approach
To me i feel this is the core because all other principles to succed have to use it

reflections
My reflection in C-planning is that if you are to make a successful BCC planning process,all the stages are crucial and MUST be followed,
However,its a costly process in terms of time and money .

Challenge
Steps to follow when designing a Communication Strategy
Communication has to be carefully planned and implemented to increase impact.
A well designed and Successful communication effort has to be based on a Communication Strategy.
Goal : Expected overall impact of program activities
Set objective that are Specific Measurable Achievable Realistic and Time bound
What to consider
• Results oriented (Increase in knowledge, approval and adoption of a behavior)
• Science – based (Evidence based-formative research to determine knowledge, attitudes, behaviors, practices etc)
• Client Centred (Design an intervention from the clients point of view)
• Participatory (Engaging all stake holders)
• Benefit oriented (Audience should perceive the benefit)
• Service linked (Link communication to services)
• Multi channel (Utilize a media mix to maximize impact and reinforce messages)
• Service linked (Link communication to services)
Expand to scale(Able to replicate to even bigger audiences)
The Process of Developing Successful Communication
• Gain thorough understanding of existing issue and influencing factors
• Develop strategy that outlines intended audience, objectives, main messages, key promises, channels of communication, mobilization plans, work plan, budget and M&E
• Produce, pretest and develop multi-media materials and communication activities.
• Work with districts and local organizations & communities to develop work plans for community mobilization activities
• Implement the strategy in the communities with stakeholders
• Monitor & Evaluate
• Solicit feedback & make appropriate revisions
Primary Key Audience’s
Primary audience, this looks at the direct beneficiaries(most affected)
Secondary audience, these are support systems to the beneficiary (direct influencers)
Tertiary audience, policy makers for advocacy (Indirect influencers)
Audience segmentation,
After understanding your audience, segment it by;
• demographic characteristics
• social cultural characteristics
• geographic characteristics
• psychographics characteristics
Channels
Select channels that can maximize impact but cost effective and these include
• Mass media (print and electronic)
• Interpersonal (family, friends, health workers, etc.)
• Group (mobilising community organisations, drama, puppet theatre , sports, etc.)
M & E
Monitoring requires attention to:
• process
• performance
• to a lesser extent, outcomes (these are measured at the evaluation stage)

Challenge
SOCIAL BEHAVIOR CHANGE COMMUNICATION
1: Understanding the problem
Violence against Women VAW (Domestic Violence)
Violence against women (VAW) is widespread in Uganda, particularly in the forms of physical and sexual violence. Although reliable data on the prevalence of VAW remains scarce, a growing body of research confirms that the two most common forms of violence against women are abuse by intimate male partners (also known as domestic violence, wife-beating, and battering) and coerced sex, whether it takes place in childhood, adolescence or adulthood. In Uganda, 70% of women aged 15-49 years have experienced either sexual or physical violence and most of them are abused by a partner, husband or former partner (UDHS 2006).
Studies in Uganda and elsewhere have described both the acute and long-term impacts of violence on women’s health (Harvey et al 2007). Fatal outcomes include suicide, maternal mortality, AIDS related deaths and homicide while non-fatal outcomes include chronic conditions, depression, anxiety, unsafe abortion, miscarriage, alcohol use and risk taking.
Women and men are socialized to believe that men are supposed to have more power in relationships and violence is one way to express that.
CAUSES
• Men feel VAW is a means to control their partner this the best we to express your masculinity power
• Treat partners like “property” after paying dowry society takes it as a form of barter trade that women are exchanged for pride price
• Consider VAW a private affair, since most of the violence is in homes victims own responsibility and end up not reporting
• abuse alcohol often impairs judgment and men take the law in their hands
• Men believe VAW is culturally acceptable
Focusing and Designing
Target audience Young men 18-24 years old, co-habiting or newly married, rural, at least primary educational level, earning low income
Desired behavior
• Treat women as their equals - respect their partners
• Do not treat partners like “property”
• Speak out against VAW
• Familiar with Domestic Violence Act
Key constraint
Fear to lose power over to their partners
Communication objective
As a result of the campaign, young men should appreciate and believe that women have equal rights and they will speak out against VAW
Key benefit
Men will be respected by their partners, peers and the community Support Points ;
• Have a better economic future because no VAW leads to no injuries and time away from work
• Improved couple communication which will result in better cooperation, planning and use of family resources
• High status/reputation in the community
• Facts about Domestic Violence laws available
• Government support for no VAW: LCs, religious leaders, health facilities, police and the Law.
• Positive role models; testimonies from men who treat their wives as equals and never use violence.
• Facts on how violence leads to increased HIV risk behaviors such as alcohol use and unprotected sex and risk factors such as sexually transmitted infections and multiple sexual partnerships.
Channels
Creating
All these materials are created in a consultative process and are pre-tested by the Technical Advisory Team comprising of ministry officials ,and target Audience before use
These include;
Mass media: Radio Drama Series on domestic violence, factsheet, Comic Book, posters, radio spots, TV spots, trigger Videos for peer educators
Interpersonal: Men traveling (by bus) conferences whereby regional teams visit communities and conduct interactive community dialogues; peer to peer discussions in male dominated settings such as workplaces and sports clubs; young men recruited and trained as advocates who can then speak out against VAW in their communities; audio CD and discussion guide based on radio serial drama storyline on VAW; African Transformation video profile and module on VAW; puppet theatre (drama)
Implementing and Monitoring
The intervention used a toll free helpline with trained counselors to respond to people who had learnt about the campaign through different channels and are in need of more support by providing accurate information about the domestic Violence Act, human right , counsel victims of violence and refer them for further support.
The helpline has a data capturing tool which helps to gather information about the location, issue discussed, age, feedback and the support given to the caller, which can be translated into reports and also with a data base of all referral networks country wide.
Evaluating and Re- planning
There was an observation of inadequate referral places for upcountry victims of domestic Violence ,this calls much emphasis be put putt on religious leader, Local Councils and the police as the primary support system in VAW
The hotline provided very valuable feedback on the areas that need a quick response like safety plan in emergence situations of physical abuse