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Project Lighthouse

Project Lighthouse, initiated by Population Services International (PSI), is an HIV/AIDS intervention programme for Indian ports.
The programme focuses on behaviour change, with interpersonal communication (IPC) as the lead media. PSI wanted to develop communication aids for 3 ports in the eastern region, namely Kidderpore (Kolkata), Haldia and Paradeep (Orissa).

The communication strategy was based on the realisation that basic awareness about HIV/AIDS exists; however, to encourage behaviour change, it is necessary to discuss specific issues and barriers.

The communication aids were intended to be used to complement PSI's field-based, educator-driven activities, which included one-to-small-group and one-to-one interactions.

The role of support media

Means to help field educators to initiate discussion with small groups
To quickly reach key discussion points, overcoming barriers such such embarrassment or denial
To allow an individual to see the personal relevance of the messages
To have a tone-of-voice that was neither judgemental nor moral

Insights about the Target Audience
The target audience for the project is Male, primarily port workers, as well as communities closely associated with port activities.
Thoughtshop Foundation's communication needs assessment helped discover common attitudes / practices of the target audience which were barriers to positive behaviour change. These issues were incorporated into the campaign.

Training Workshop
Based on its interactive training workshop development experiences, Thoughtshop Foundation offered to conduct a orientation workshop on HIV/AIDS and Counseling Skills for PSI's fresh recruits in the project. This experimental 3 day workshop was attended by 30 members of the PSI team with varying experience. The workshop was designed to be subsequently adapted and implemented in-house by PSI.

Media Strategy

The communication aids are used by educators to hook the interest of the target audience and engage them into conversation. Variety was of importance so that the visiting educator would be able to make an entry with something fresh at each session.

The package included print material for distribution at meetings, an Audio tape for use at the field, and a Video CD to be used for a video van show.
Both audio and video aids are experimental. We are expecting to learn more about the risks and advantages of these tools from the users in the PSI field.

Print Material: Posters, Leaflets, Comic leaflet

Just Once: even one unprotected sexual intercourse can cause HIV infection. Use a condom to stay safe

Comic leaflet : You cannot tell whether a person is HIV positive or not from physical appearance

posters 17" x 21", leaflets 5" x 8" Languages: Bengali, Hindi, Oriya

King or Queen: Physical appearance or being from a reputed family does not reveal anything about a person's sexual history. Use a condom to stay safe

Audio and Video

Audio and Video is used by educators as discussion stimulators. The stories and plays are followed by questions to encourage debates.

Disha is the story set in a peri-urban club and explores how HIV/AIDS affects the relationships of young men. The film helps raise issues like risk behaviour, risk perception, stigma discrimination and the importance of care and support.

The audio tape comprises six short plays (1min to 3 min) in bengali and hindi. The plays are on issues such as effect of alcohol and pornography on risk behaviour, common myths about condom use etc.

The tape is designed to be used by the educator, who can visit a group and invite them to listen to a play on his portable player.

The audio tape includes a leaflet of suggested questions that educators can ask the group. This would enable a new educator to structure the discussions.

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