STYLISH MAN – STYLISH LIVING CAMPAIGN
The campaign also seeks to “de-medicalize” health services by promoting them in a non-medical, fun and fashionable manner that suits the day-to-day lives of ordinary men and women in Rakai.
The campaign seeks to step-up the utilization of health services among men and women and positions these services as trendy and desirable for modern stylish living. Key campaign Health Services include:
- Safe Male Circumcision (SMC)
- HIV Counseling and Testing (HCT)
- Family Planning (FP)
- Prevention of Mother to Child Transmission (PMTCT)
- HIV care and treatment.
- Condom Promotion
- Men who are 18 – 45 years of age and have not been circumcised
- Women who are 18 – 45 years of age who are not currently using any family planning method.
- Men and women who are 18 – 45 years of age, who are HIV positive but not on HIV care
- Utilizing a combination of mass media and interpersonal communication, the campaign positions HIV prevention, care and treatment as well as FP as attributes of modern stylish living and therefore desirable by every man and woman in Rakai. The campaign makes learning fun and stylish through a combination of lively and creative tools and approaches such as the "The Stylish Van," community games and contests, and interactive radio programs.Influencing audiences who include: local leaders and the members that the community regards successful.
There is a new way of living in Rakai – called “Stylish Living." "Stylish Living" is about careful enjoyment of life. It means remaining in control and taking charge of your life choices, knowing what you want in life and doing everything possible to achieve it, giving your children the best in life by making appropriate plans for your family. It also means discussing family matters with your partner and being ‘clever’
The demedicalisation of critical health services like FP, SMC, HCT, eMTCT, ART and Condom use, packages them to men and women in Rakai, as fashionable and embodiments of stylish living, and will therefore be more likely to adopt these services.
The Stylish Van
The Stylish Van fitted with a stage and a multi-media communication system is scheduled to visit 18 intervention communities providing activations, health education, HIV and FP services, organized in community mobile outreaches known as The Stylish Living Centers.
The Stylish Living attributes:
- Take charge of your life and Family
- Work hard to earn a living
- Discuss Family matters with your loved one
- Give your children the best in life.
The campaign is evaluated at two levels:
- Mass media at the district level; This is done through comparison of knowledge, attitudes and the health service acceptance/coverage in RCCS R16 survey round which is be considered to be the baseline in comparison with RCCS R17 survey round, the follow up round after the campaign roll out.
- Experiential at the community level; 10 RCCS Super Clusters have been randomly assigned to intervention and control. Evaluation compares knowledge, people’s exposure to the campaign as well as the health service coverage between intervention and control clusters.