ETG WAC Task Force
Wessam El Beih, Ahmed Khamis, Giacomo Crescenzi (UNAIDS); Yasmine Adel Refaat (UNODC); Dina Khaled, (UNICEF); Sherine Meshad (UNESCO); Mona Moustafa (UNFPA); Karim Bayoumi (UNIFEM); Maged Shafiek (UNDP); Nihal (UNIC); Marwa Kamel (CHL); Zeinab Heada (CARE); Radwa Rabie (CRS); Manal (NAMRU-3)
Theme and Slogan
The World AIDS Campaign globally arrived at the selection of the theme “Universal Access and Human Rights” after close consultation with representatives of various constituencies, communications and media representatives of partner organizations and friends of the World AIDS Campaign. 2010 will be a milestone for the Millennium Development Goals, encouraging high level review of what has, and has not, been accomplished in the aim to achieve access for all to essential care by 2010.
The message of the campaign is that access for all to prevention, treatment, care and support is a fundamental human right that is impossible to decouple from the discussion of how we tackle HIV and AIDS now and in the future. While Egypt will be promoting the global slogan, it will also have a local slogan which emphasizes a call for action and thus leadership.
In 2007 and 2008 the task force planned the WAC as an event based campaign, the main focus was on Leadership both at a personal and decision making level. This year campaign will take into account positive and negative lessons learnt in previous editions along with renewing the effort of raising awareness about rights and combating stigma related to HIV and people affected by it. The WAC Task Force came to a consensus of not holding an “on site event” and the efforts will rather focus on Mass Media Outreach using various channels.
Background
HIV prevalence in the country may remain low, with below 0.1% in the general population (~ 10,500 persons)[1] but preconditions for a wider epidemic exist.
Risk determinants (factors that can help the virus spread faster and make it more difficult to control) include overpopulation, a large population of young people, the group where over 40% of new HIV infections in the world take place (ages 15-24), poverty (20% of population under poverty line), continued presence of illiteracy in the general population (38%) especially among women and a weak health system despite huge infrastructure.
A recently conducted study among most at risk populations indicates that Egypt may be witnessing a concentrated epidemic among men who have sex with men (vulnerable men) with a prevalence of 6.2% among the sample of 267 vulnerable men based in Alexandria, Egypt[2].
Objectives
The WAC 2009 has one main goal:
- “Raise awareness among general and sub-populations related to right to information and access to services, including prevention, care, support and treatment”.
The specific objectives:
1.Capitalize on media channels (Internet; Billboards; Competitions; Youth popular sites; Key new figures) to expand outreach to general and subpopulations with key messages
2.Engagement and active participation of PLHIV in the realization of rights
3.Engagement of volunteers in disseminating information, knowledge building and assessing campaign outcomes
The basis of the WAC 2009 in Egypt
While the 2009 campaign will have a different focus, it should build on the strengths of the 2008 campaign. Some of the 2008 WAC achievements were:
- Widespread youth participation
- Focus on creative activities
- Clear role of the coalition and engagement of Friends of Life NGO (Association for PLHIV)
- Widespread Involvement of different sectors
- Increasing Private sector contributions
At the same time, the campaign should foster:
- Key priorities and gaps in the response
- Long term activities with specific outcomes.
- Quality control and technical support in the implementation of the activities
- Long-term commitment of acting partners
- Better involvement of PLHIV
Management
Following the experience gained in planning previous WACs, an ETG WAC Task Force was activated in September 2009.
The 2009 WAC Task Force is coordinated by UNAIDS Secretariat and composed of UN agencies (UNDP, UNESCO, UNFPA, UNICEF, UNIFEM, UNODC) PLHIV (Friends of Life representatives), Youth groups, NGOs (CARE, CHL, CRS), NAMRU-3 and Volunteers.
Task Force’s main responsibilities include designing, managing and implementing the WAC; including resource mobilization and reporting. Each Task Force’s member is an active participant in the campaign’s organization process.
Activities
The media campaign activities were grouped in two categories;
A. Media activities (TV, Internet; Radio, Written media, Photographic Contest)
B. Outdoor activities
Media Activities
Aim: To promote a high and comprehensive media involvement, to spread information on HIV and AIDS everywhere in Egypt and challenge stigmatizing and discriminatory behaviors.
The campaign aims to have a partnership with key media channels for its entire duration in order to highlight the activities taking place, communicate campaign messages and support the Media’s approach to HIV.
Planned activities:
1. TV
· Target specific, successful and popular talk shows (See Attached List).
· Broadcast TV spots (Newly Developed and previous PSAs).
How
· Seek private sponsors for airing the above mentioned media products (Corporate and social responsibility)
· Compile all previous WAC campaigns spots and material to be edited and re-used in the 2009 campaign
· Shoot 2 new short videos with new celebrities (See attached Script).
2. Radio
· Target National and Governorate Radio Channels for message airings
· Target Radio programmes for talk shows
· Re-air on Nagoom FM during December
How
· Re-use previously developed radio spots and series
3. Internet
· Update Website of Kalam fi El mofid on “Masrawy” to have HIV/AIDS as health topic of discussion for one month: December 2009.
· Use Social networks such as “Facebook” and “Twitter” to spread awareness messages on the web ( http://twitter.com/WACEgypt ); (http://wac-eg.info/group)
· Refresh WAC Egypt web-site
· Launch “Chain Campaigns of solidarity” through social networks
4. Written Media
· Distribute awareness brochures with national/international newspapers and magazines published in Egypt
· Advertise the 2009 WAC campaign through Events Magazines (Croc; What Women Want; Cilantro’s magazine etc)
· Reprint and distribute “MEDIA AND HIV” booklet
How
· Explore the opportunity of a partnership with Masry El Youm/ UNIC/ El Seha Wel Nas
· Arrange workshops and meetings with Media professionals
5. Photography Contest
· Launch a National Photography contest “Red ribbon campaign. Combating stigma and discrimination in Egypt”
How
· Circulate an application form and the contest rules official document through various channels
· Refresh the WAC web site and advertise/monitor the contest
· Seek sponsors and partnerships
· Create simple IEC material for the contest
6. Press conference (December 20th at Darb1718)
The purpose of the press conference would be to launch the results of UNAIDS epidemic update 2009, announce winners of photo contest, honour and award participating media partners and WAC Ambassadors.
Outdoor Activities
· Inner circuit advertisements on HIV/AIDS (Metro; Cinemas; etc)
· Produce and distribute IEC material on a creative basis
· Re-use and, re-fresh and revise flyers used in previous WACs in order to raise awareness about modes of transmission, ways to protect ourselves and available services.
Ambassadors for 2009 World AIDS Campaign in Egypt
· TAREK ALLAM
· KHALED ABOL NAGA
· BASMA
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