The need of the hour is to expand access to information and services and create conditions for people living with HIV/AIDS to live with dignity free from stigma and discrimination.

RSACS’s communication strategy aims at promoting safe behavioral practices and demand for services along with providing people with accurate and adequate information about the virus, help develop an understanding of the complex issues related to HIV/AIDS, dispel myths and mis- conception.

Messages giving accurate information and promoting safe behavior are broadcast through various mass communication media to reach people in every corner. Regular campaigns are conducted on mass media channels (TV, Radio, Newspapers) supported by outdoor (hoardings, bus panels, information kiosks etc.), mid-media (folk theatre and IEC vans) and inter-personal communication (trainings of SHGs, Anganwadi workers, PRIs, government officials, NGOs/ CBOs, corporate sector etc.).  The target is general population with focus on youth and women, high risk groups, migrants, truckers and service providers.

Some of the initiatives taken in this regard includes TV spots, Long format TV programmes, Satellite & Cable TV, Audio Spots, Long format Radio programs, News paper and book let advertisements, Media campaign, IEC material production, replication and newsletter, Outdoor and mid media ,Events , documentation, ,Intervention with out of school youth, RRC in colleges and universities, mainstreaming,  trainings etc.

Some of the major events that are being organized are International Women Day, International Youth Day, National Blood Donor Day, National Voluntary Blood Donation Day,  World AIDS Day to mark the days.

Technical Resource Group has also been formed with the purpose of facilitating and reviewing communication strategies, media plans and the annual communication action plan, approves new IEC approaches and material. Regular meetings of TRG are being held to seek the approval and recommendations of the members of the group on the IEC material and activities.  

Red Ribbon Clubs

The Red Ribbon Express aims at harnessing the potential of the youth by equipping them with correct information on HIV/AIDS prevention, care and support and treatment . It also aims in building their capacities as per peer educators in spreading messages on positive health behavior in an enabling environment  and increasing voluntary blood donation from among youth.
Its objectives are :
1.To reduse new infection among youth by raising their risk  perception through awareness on sex, sexuality and HIV/AIDS
2.To induce among youth the spirit to help and support people living with HIV/AIDS. thereby reducing stigma and discrimination against PLHWAs
3.To motivate youth and build their capacity as peer educators and change agents by developing their skills on leadership negotiation and team building.
 4.To promote voluntary non remunerated  blood donation among youth  

Over 300 Red Ribbon Clubs have been formed in educational institutions to create and provide opportunity to the zeal of volunteerism among youth to contribute in controlling and preventing the further spread of HIV/AIDS. It is noteworthy to mention that Red Ribbon Club is a voluntary  on campus intervention.

    RSACS held a state level function on the National Youth Day on January 12, 2011. Over 3000 youth including the members of the Red Ribbon Clubs, set up in different colleges, participated in the function. Folk performances were held on the occasion. Recently, Orientation Workshop for the incharge of 80 newly constituted Red Ribbon Clubs had been held in 2 batches so that they become conversant with the importance and significance of the Red Ribbon Club Programme in preventing the further spread of HIV infection and acquaint themselves with their roles and responsibilities in ensuring the effective implementation of the RRC programme.

Mainstreaming
Mainstreaming programme is being implemented in the thirteen priority districts of the state, of which six districts have been covered through UNDP funded State Mainstreaming Unit with the objective of “Support to National Efforts for Mainstreaming of HIV” while the remaining seven districts of the state have been covered through RSASCS fund this year.

Major accomplishments of state mainstreaming programme are

• Orientation of different government departments on including PRI, Education, Health, Transport, tourism, Labour, Women and Child Development, Railway, Social Justice and Empowerment, tribal welfare etc to integrate HIV/AIDS as an issues in their regular programme and activities.
• Involvement of industries, employer organization with specific HIV/AIDS policy and workplace programme.  Number of industries have initiated HIV/AIDS programme like Jindal, SAB Miller, Escort Fortis etc.
• Involvement of Civil Society Organization in HIV/AIDS programme at the district level.

 
Training Completed

• 3154 Govt. Employees trained on HIV/AIDS
• 1500 Private sector employees trained and 95 industries made policy declaration on HIV/AIDS. 
• Civil Society Organization formed in all six of the priority district.
• 22,400 frontline workers (ANMs, ASHAs, and AWWs) trained on HIV/AIDS.