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Fighting HIV in Papua through Mass Media Campaigns

The end of June marked the closure of the Australian Aid funded eight-year HIV Cooperation Program for Indonesia (HCPI), one of the main components of the Australia-Indonesia Partnership for HIV (AIPH). To celebrate HCPI’s legacy of positive impact, we have released a series of positive impact stories, each exploring key program components and achievements.

Annual integrated mass media campaigns were a major component of HCPI program support in Papua and West Papua.

The Papua and West Papua Integrated Mass Media Campaigns
Annual integrated mass media campaigns, initiated in 2010, were a major component of HCPI program support in Papua and West Papua. The campaigns were aimed at developing awareness, generating discussions on HIV and supporting changes in attitudes and behaviours.

The campaigns followed essential social marketing principles: target-centred planning; evidence-based decisions guided by research; specific behavioural goals; multi-channel communication; integrated program components; and balanced supply and demand.

Campaign messages were promoted through radio and TV spots, posters and other printed media that were then disseminated throughout Papua and West Papua. A range of programs on radio and TV, including talk shows, call-ins, sermons, youth-oriented programs, panel discussions, and culturally appropriate programs reinforced the messages, and the campaigns were promoted through launches and advocacy as well as community mobilisation activities in cities and towns throughout Papua and West Papua.

Download the Mass Media Campaign brief to learn more about HCPI’s work in raising awareness in Papua and West Papua.

About HCPI
HCPI has played a key role in the country's response to HIV. The eight year program partnered with the National AIDS Commission, Provincial AIDS Commissions, local health offices and civil society, to support Indonesia in planning, developing and implementing an effective and sustainable response to HIV in all provinces in Java, Bali, and Papua and West Papua. HCPI has also worked to foster leadership within government and civil society to address HIV and AIDS. While the closing of HCPI at the end of June marked the end of the Australian Government’s current long-term investment in strengthening Indonesia’s response to HIV and AIDS through a comprehensive bilateral program, it will maintain support to HIV and AIDS in Indonesia including through its ongoing involvement with the Global Fund and research in HIV treatment.

For more information about HCPI and its legacy of positive impact, please contact Jane Daniels, Palladium APAC Health Practice Director (Jane.Daniels@thepalladiumgroup.com).