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Prevention information through Mass and Print Media Campaign for Vulnerable Young People and High Risk Populations PDF Print E-mail
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Thursday, 17 November 2011 04:59


HIV/AIDS situation in Bangladesh

HIV prevalence is still low in general population in Bangladesh (<1%) however HIV infection rates are increasing among Injecting drug users (IDU) in Dhaka (7%). Data from Behavioral Surveillance Survey- 2006 indicates that 61.7% to 80.1% of IDU had shared needles/syringes in the previous two months and 45.6% to 66.4% buy sex and between 28.2% and 49.9% of them have never used condoms. Among female sex workers (FSW) condom use is gradually increasing.  Results from a national survey (end line) among youth–2008, indicate that about 40.8% of youth had correct knowledge of at least two ways of HIV prevention. The report also shows a gradual increase of self-perception of being at risk of contracting HIV and increase in condom use among young people as well, when compared over time.


Global Fund supported HIV/AIDS responses in Bangladesh

Bangladesh had received 2 grants on HIV/AIDS from The Global Fund to fight AIDS, Tuberculosis and Malaria: Round 2 from 2004-2009 and Round 6 from 2007- 2012. The Round 2 grant focused mainly on prevention of HIV among young people and the Round 6 grant focused on Most at Risk Populations (MARP) and scaling up of the Round 2 project including interventions with vulnerable youth from the non-formal education and garment industry sectors, and capacity building of implementing partners and Government institutions. Based on the satisfactory level of completion of the Round-2 project, Global Fund awarded Bangladesh with the 6 year fund termed as “Rolling Continuation Channel (RCC)” from 2009-2015, which is consolidated with the Round 6 grant. For high level of performance the Project is appreciated as a” best practice” example in Asia and is rated as “A” by the Global Fund. The program is being implemented through 13 technical packages by 13 consortiums comprising of 44 organizations nationwide. Save the Children, as a Principle Recipient of the grant is facilitating implementation through technical and compliance related support to all the consortia.


Mass and Print Media Campaign supported by Save the Children

The project strategies three pronged strategies; Prevention information; targeted intervention services among most at risk population and vulnerable young people and capacity building of the NGOs/CBOs. The communication campaign is a cross-cutting issue which contributes the whole project to build awareness and behavioral development of the targeted population. Bangladeshi society relatively conservative religious and cultural norms (Caldwell et al., 1999) are expected to resist the introduction of HIV/AIDS prevention messages addressing sexual behavior and use of Condoms. Creating awareness among the youths and adolescents is imperative to facilitate decision making for healthy behavior. The HIV/AIDS prevention requires multi-dimensional efforts to educate and empower youths that would prevent them from getting HIV infection. Thus communication campaign positions well and becomes a steering wheel for the HIV prevention program in Bangladesh. Considering the sensitivity for HIV/AIDS, behavior change communications (BCC) issues requires careful design, development and implementation.  Banchte Hole Jante Hobbe - Learn to live awareness campaign launched in 2005 in the mass & print media that “positioning” in such a way it becomes a popular brand as well as popular & acceptable slogan to all.  The campaign focuses young people and general population at large. The Campaign creates a distinctive and attractive image in the minds of the intended audiences. Successful positioning usually rooted in a sustainable competitive advantage based on features of the issue; benefits; needs or solutions; use categories; usages occasions; placing and comparing it relative to another campaign and dissociation. Strategic positioning helps to solve problems, provide benefits to customers, self image enhancement, belongingness and social meaningfulness, affective fulfillment, provide sensory stimulation, and provide cognitive solutions.


Experiences and results of the intervention

Campaign through Local Cultural Forms and Media Groups drew huge attention among the communities

Dissemination of HIV prevention information with Local Dailies found very effective (increase from 22% to 29%)

TV program is effective and has greater impact (92% viewer ship in Television)

Private media becoming more popular and coverage is increasing (e.g. radio today, radio foorti, FM 89.6)

‘Rickshaw Paneling’ is an effective outdoor media to provide HIV prevention information

Overall Misconception on HIV and Stigma & Discrimination towards PLHIV still exists (13%)

Opinion Leaders role are vital in HIV prevention


Contribution to national impact

Through this campaign Knowledge related to HIV transmission almost doubled (44% to 85%), perceived risk of contracting HIV significantly increased (9.55 to 14.31 score) among peri-urban male youth respondents, Condom use has


increased among general young males from 35% to 44%. Consistent Condom use increased among young clients of female sex workers from 14.1% to 48.3% from 2005 to 2008. (End line survey 2008 of the project)


Challenges and building blocks

Culturally sensitive targeted intervention message design in context of conservative religious and cultural norms

Program design focusing rural women & girls, targeted population and general population at large

Community/society is still not ready enough for receiving direct messaging

Limited resource for airing and other local level campaign program designing



Lack of knowledge and low use of condoms among Male and Young people is evidenced. The social silence and stigma attached to condoms in Bangladeshi society is also a threat in prevention and protection of STIs and other sexually transmitted diseases. This major barrier discourages unmarried youth to purchase condoms, but has not ironically restrained them from sex. Wide scale condom promotion programs must diminish shyness and popularize condoms if sexual safety and preventive measures are to be protected.



The Global Fund to fight AIDS, Tuberculosis and Malaria, National AIDS/STD Programme, Ministry of Health & Family Welfare, Bangladesh, Implementing Partners- Mattra consortium



For more information:

National AIDS/STD Programme, Ministry of Family Health and Welfare, Bangladesh

E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it , and

Save the Children USA, Bangladesh Country Office

E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it


Last Updated on Thursday, 17 November 2011 05:21

Implementing Partners

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