Modeling and Reinforcement to Combat HIV/AIDS (
Modeling and Reinforcement to Combat HIV/AIDS (MARCH) is a behavioral change communication approach that promotes behavioral change in support of HIV prevention, treatment and positive living.
The MARCH project was developed in response to the recognition that information alone is not enough to change behavior. In many countries, HIV prevention efforts have raised awareness of HIV/AIDS and given accurate information about HIV/AIDS. However, behavior has not changed and the epidemic is spreading. Although people need to have accurate information about HIV to avoid contracting it and to care for and support those infected, people need other kinds of intervention activities to help them change their behavior.
The MARCH Project is an innovative way of conveying the ABC (abstinence, be faithful, use condoms) HIV preventive messages through entertainment education and peer-to-peer learning to bring about behavior change among university students, the police force and their families.
MARCH has a theoretical approach built around two components to achieve behavioral change: Modeling and Reinforcement component.
The modeling component encourages behavior change by providing credible characters with whom the audience can relate to. The characters are shown adopting new positive behaviors over time using Print Serial Dramas (PSD) in the form of Cartoon and Photo Comic Books. This approach as well encourages behavior change in the form of increased use of counseling and testing, prevention of mother-to-child transmission, antiretroviral treatment and other services.
The reinforcement component enhances the effectiveness of the entertainment-education comic book through reflection, discussion, and other community level activities.
- NDFE workforce
- Federal Police Force
Students Addis Ababa University
- Promote behavioral practices that can reduce the risk of HIV infection
- Promote norms that support behavior change among the key populations
- Promote positive living and stigma reduction for those infection with HIV
Activities/ Interventions/ Services
MARCH produces Print Serial Dramas (PSD) in the form of Cartoon and Photo Comic Books that portray characters going through realistic challenges as they adapt HIV prevention practices. The print materials also include characters already infected with HIV to help normalize what it is like to live with the disease and reduce stigma. Design workshops to develop the materials and key messages are held with the three local partners; technical assistance and capacity building are also provided to enable them to plan, manage, implement and monitor their respective projects. The creative team produces a blueprint ‘Bible’ with behavior change trajectory and storylines that demonstrates how the characters will undergo their transformation. Use of counseling and testing, prevention of mother-to-child transmission, antiretroviral treatment and other services are also encouraged and promoted through the materials.
MARCH’s Latest Publications
- Expanding to other universities of Ethiopia in addition to AAU.
- Increasing the production of print serial drama’s and reinforcement activities in NDFE, FPC and AAU.
- Finalizing the first series of the print serial drama and producing the following 26 editions of the second series.
The MARCH project has three implementing partners, the National Defense Forces of Ethiopia (NDFE), the Federal Police Commission and the Addis Ababa University (AAU).
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Telephone: 251 11 550 3584 (Ext, 1135)
Fax: 251 11 550 3749