DFID Department for International Development in its report on Aids communication September 2006 states:-

Oral testimony is useful in personalising the HIV and AIDS epidemic in bringing real voices and real faces to an issue that can be significantly dehumanised through stigmatisation and discrimination.

Drawing on the work of the Rockerfeller Foundation, UNCEF/UNAIDS suggest that development professionals need to ‘pass ownership (of communication interventions) to community groups’ and ‘stop doing and start facilitating. This shift brings with it a reorientation in approach that places a critical emphasis on:-

• Community dialogue rather than lecturing, and the use of community role modals.
• Social norms, policies and culture, rather than the individual
• Community participation, rather than external experts
• Peer and life skills, rather than formal education from experts on epidemics
• Indigenous models of effective communications rather than imported western models.

Link: http://www.dfid.gov.uk/pubs/files/aids-communication.pdf

 

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