aids2031 Historical Communication Research, July 2008
Terms of Reference Historical research on HIV/AIDS Communication aids2031 1. Background: The world has been managing the global AIDS epidemic for more than 25 years. While great strides have been made, there are still persisting as well as emerging challenges that must be addressed. In response to these challenges, aids2031 is a consortium of partners who have come together to look at what we have learned about the AIDS response in order to consider options for the future. 2031 will mark 50 years since the epidemic was first reported and this initiative considers a variety of factors including advances in science as well as changing socio-economic and geo-political trends. aids2031 is organised around nine working groups: Modelling the epidemic; Social drivers; Programmatic response; Leadership; Financing; Science and Technology; Communication; Hyper-endemic areas (southern Africa); Countries in Rapid Transition. The groups are attempting to uncover new thinking and evidence on AIDS in order to influence investment, programming, research and leadership. The aim is to shift today’s global aids response from primarily short-term crisis management to long-term sustained action. The Communication working group is attempting to provide a transparent, thoughtprovoking analysis of the history and state of HIV/AIDS communication, starting from the position that substantial quantities of time, effort and money have been spent on communication but with relatively scant lasting, systemic thinking about communication. It will examine why, despite the best efforts of many individuals and organizations, HIV/AIDS communication is not reaching into the personal space where changes in understanding, attitude and social norms which affect individual behaviour originate and are sustained. Broadly, the research will attempt to answer the following questions: Where have we been in terms of HIV/AIDS communication since the HIV virus was identified in the early 1980s to the present time? What are key milestones in the evolution of AIDS communication? Why and how did they happen? Where are we going? What are the key communication challenges we must address going forward and in the next 25 years? See Appendix 1 for a draft outline of the Communication chapter of the aids2031 report, which is scheduled for publication in early 2009,
2. Objective for the historical research: In order to develop the HIV and AIDS communication response of the future, we need to better understand the critical role of communication in mitigating the pandemic, particularly in light of the changing communication environment. Since the 1980s, in most parts of the world, there have been communication initiatives connected with HIV/AIDS. They have been created by both the public and private sectors and the non-profit world, including charities and non-governmental
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aids2031 Historical Communication Research, July 2008 organisations. The initiatives have spanned every type of communication, encompassing the printed word, television, radio, public information campaigns, advertising, new media, film and much more. The focus has ranged from stark warnings about the HIV virus, to information about treatment, to tackling stigma against those infected with the virus or who are living with AIDS. However, there has been limited comprehensive analyses of these communication efforts, which would enable practitioners to make solid conclusions about which approaches have had most impact and why. We need to take stock of HIV/AIDS communication to date and create a basic global map and timeline of HIV/AIDS communication projects and programmes – before a serious analysis will make sense. Therefore, the Communication Working Group of aids2031 is seeking to contract an institution or team of people to conduct an historical review of HIV/AIDS communication since 1981 and prepare a detailed paper that will constitute a key input into the final outcomes of the initiative. The objective of this research is to provide baseline information that will illustrate: Where have we been in terms of HIV/AIDS communication and why were those routes followed?
3. Scope of Work and Methodology: Given the tight timescale for this historical research, we do not require exhaustive, indepth research into HIV/AIDS communication since 1981. Rather we need an indicative overview based, where possible and appropriate, on existing material. Suggested methodology: a) Review of available literature (previous studies, published scholarly articles, project reports & memoranda, etc). b) Collation of key findings from these existing materials. c) Identification of critical gaps in research: geographic; demographic; type of communication, etc. particularly in the light of the changing communication environment. d) Interviews with selected experts, such as communication for development (C4D) and HIV & AIDS communication practitioners, to fill the critical gaps. The project will be overseen by the Communication for Social Change Consortium (CFSC), which manages the aids2031 Communication Working Group. CFSC will provide a dedicated supervisor for the research and can supply contacts to help with research in most parts of the world, or in specific disciplines. 4. Deliverables: Presentation, Preliminary Findings & Recommendations Review (up to 40,000 words), to include o Overview o Timeline of HIV/AIDS communication o Global map of HIV/AIDS communication o Demographic map of HIV/AIDS communication o HIV/AIDS communication by focus (prevention, treatment etc) o HIV/AIDS communication by communication channel (media, public information etc) CFSC will be on hand to discuss with the research contractor the most appropriate format for the above content.
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aids2031 Historical Communication Research, July 2008
5. Timing: The team selected should submit a description of their approach, personnel and required funding no later that July 21, 2008. The research should begin ideally by early August 2008. Initial Key Findings and Recommendations should be ready for presentation by October 1, 2008 with the draft research paper due by November 1, 2008. 6. Qualifying Requirements: The successful contractor will have: extensive experience in communication research or practice, access to global networks in HIV and AIDS and in health communication field; an in-depth understanding of the development agenda; and a proven track record in conducting and documenting high-quality research.
7. Submission: Interested parties should submit a proposal, no longer than 5 pages, including the following: a) Technical Proposal, including preliminary research questions and detail on how the tasks will be delivered b) A draft workplan and schedule c) Financial Proposal d) CVs of proposed team members (as attachments, not included in the 5-page limit) Funding for aids2031 comes from a variety of supporters including UNAIDS, Gates Foundation, the Government of Luxembourg, and various other private foundations. Proposals should be submitted by e-mail, and at latest by 19 July 2008, to: Lourdes Caballero, communication associate, Communication for Social Change Consortium,
[email protected]
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aids2031 Historical Communication Research, July 2008 APPENDIX 1 AIDS2031 COMMUNICATION DRAFT CHAPTER OUTLINE AND HEADINGS Key research questions and information required
Working title: WE DON’T TALK ANYMORE Overview: The chapter will provide a transparent, thought-provoking analysis of the history and state of HIV/AIDS communication, starting from the position that substantial quantities of time, effort and money have been spent but with relatively scant lasting, positive results. It will examine why, despite the best efforts of many individuals and organizations, HIV/AIDS communication is not reaching into the personal space where changes in understanding, attitude and behaviour originate and are sustained. The chapter will also highlight where there has been success, draw out lessons that can be learned and explore how to work more effectively in future, particularly in terms of capitalising on the changing communications environment. The chapter will look at the full spectrum of communication, including mainstream media, communication for development, new media and grassroots/community initiatives. Examples of good practice will be featured in sidebars throughout the chapter, with links to the full case studies online. The chapter will be structured under the following proposed headings, which will attempt to explore: Where have we been in terms of HIV/AIDS communication? Where are we going? What are the key challenges?
1) What's the point of it all? Why is communication so important to HIV/AIDS prevention, treatment and care? What should we expect it to achieve? What are these expectations based on? (eg communication for development; other campaigns that have succeeded in changing behaviour, such as road safety, anti-smoking); Definitions of what we mean by HIV/AIDS communication. Who are the key players? Information required: o Overview of the aids pandemic and where communication can have an impact, eg prevention; awareness of options for treatment and staying healthy; knowledge of rights re treatment, discrimination etc; tackling stigma and discrimination. o Set out the different types of communication, how they work and how they are relevant to aids. o What we mean by communication compared with information. o 2 or 3 case studies of successful non-aids public communication campaigns (preferably north and south). 2) I’m speaking but are you hearing me?
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aids2031 Historical Communication Research, July 2008 A review of 25 years of HIV/AIDS communication. How it has developed from the early days. The highs and lows. Has it made a difference? What do we know now about HIV/AIDS communication that we didn’t know in 1981? Information required: o Basic map of aids communication since 1981, based on existing studies and examples provided by the task force and advisory group. o An analysis (as comprehensive as poss – may not be easy) of how much has been spent on aids communication compared with other relevant issues. May need to focus on some sample countries and global organisations. o Interviews with people involved in aids communication at various stages since 1981 (from different perspectives, eg health professionals, international agencies, broadcasters, advertising industry): what have they learned? What worked? What would they do differently? o 4 or 5 case studies of aids public communication campaigns, north and south, that illustrate aspects of the challenges and achievements (including Zimbabwe). Where possible to include feedback from their target audiences on whether they remember the campaigns, did they alter their behaviour etc. o Any current aids communication research. 3) What’s love got to do with it? What are the real challenges facing HIV/AIDS communication? Examining the gaps between expectations and reality in key countries. Can communication and health practitioners reach into the personal sphere? Issues of sex, love and relationships. The use of language and cultural implications of old-school communication. What are the barriers to reaching the various stakeholder groups, such as youth and disadvantaged women. Information required: o Select 4 or 5 key communities and look at how communication works around personal issues – compare and contrast. How does information flow? Who are the gatekeepers of credible information? What patterns or lessons can we draw? Would need to be done by local researchers/communicators. o Survey of current research into attitudes to sex in different countries and among key stakeholder groups (youth, disadvantaged women). o Examination of factors that influence people’s ability to act – even if the message is heard. For example, stats on violence against women in key countries; availability of condoms and sexual health services. o Examination of the impact of increasingly complicated aids messages (loss of the fear factor) – is simple better? Test the hypothesis that there is less use of simple aids public health messages and more appreciation of lifestyle, culture and choice about unprotected sex. Look at the progress of aids communication programs in some key countries. o Analysis of the expanding aids sector to show who is involved. Has the increasing professionalisation and numbers of players, gatherings of academics, major ‘consultations’ etc taken comms further away from those who need to hear? o IRIN’s aids slang round-up. 4) Are we really that incompatible? Communication vs. Stigma, Traditions and Discrimination; old and new prejudices. Where do they come from and why hasn’t existing HIV/AIDS communication been able to tackle them? A non-patronizing examination of some of the uncomfortable attitudes to HIV/AIDS and why they remain intact.
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aids2031 Historical Communication Research, July 2008 Information required: o Examples of stigma, traditions and discrimination to show what we mean. How widespread are they? Look at a couple in depth (eg ‘cure through sex with a virgin’) to see where they come from and why they endure. o Analysis of new trends, specifically that aids is increasingly seen as a 'treatable/curable/manageable disease' in the north, which is leading to unsafe behaviour and rising rates of infection. There are indications of similar trends in the south. o Analyse latest aids infection rates; pick indicator countries; talk to informed people there about why and what communication is currently being provided. o Should we try to work with tradition or change it, particularly if we’re taking a long-term view of the pandemic? 5) Can I trust you? Examine grassroots communication that really works. How does it happen? What comparable analysis can we draw? How can external bodies support, facilitate and learn, but without distorting or constraining? Can we balance trust and autonomy with accountability? Information required: o The previous sections should make the case that successful aids communication is not like any other public or commercial communication campaigns because of the complex mix of the public, cultural and personal. o Based on that, we draw conclusions that effective aids communication needs to be driven by the communities it is intended to serve (serve being the operative word here). o Some examples/analysis of effective grassroots comms (not necessarily aids) that deal with the personal sphere. Are any self-sustaining? 6) Let’s try something different Ring Me, Text Me, Blog Us: Viral Communication and AIDS. Opportunities from emerging technologies, social networks and increasing globalization of communications. What’s the potential from initiatives such as grameen phone and the major broadband pipeline to Kenya? Will benefits just happen or do they need help and direction? Who are the main players? Information required: o An overview of new media aids initiatives, in particular looking at how they arose, who is behind them, who uses them and where: internet; mobile; video and computer games; other? o Interviews with representatives of different aids stakeholder groups on if and how they use new media. o What is the impact of an increasingly joined-up world on traditional beliefs? o 2 or 3 examples of new media aids initiatives. o A brief analysis of the opportunities and limitations of new media. 7) We can work it out A new vision for the next 25 years of HIV/AIDS communication, setting out the challenges. The new roles and approaches for governments, international organizations, csos, media, business etc. Building in grassroots participation from stakeholder communities. What would future leadership in AIDS Communication look like? Information required:
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aids2031 Historical Communication Research, July 2008 o
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This should be conclusions logically drawn from the rest of the chapter and interviews with aids and communication experts (not necessarily aids communication experts!). Wish statements from prominent aids and communication figures.
8) Where do we go from here? Communication Site Map: Crashing Toward 2031 (the next steps and blueprint, including conceptual, methodological, process, impact assessment, etc). Key actions, initiatives and partnerships.
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