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This AED project is part of the GAP Technical and Program Support Services under the CDC Global AIDS Program. The project was created in order to develop and implement a national PMTCT social marketing campaign for Botswana to raise the level of knowledge about PMTCT, foster positive attitudes, and promote HIV testing and the utilization of PMTCT services. The expected outcome of the program is an increase in the number of pregnant women being tested for HIV and utilizing full PMTCT services, including replacement feeding, with strengthened support from partners, families and communities. AED has developed a five-year social marketing strategy, annual work plan, and monitoring and evaluation plan. To guide the development of the five-year strategic plan, AED conducted a review of PMTCT literature and relevant program activities, in addition to reviewing the Ministry of Health’s PMTCT Program at the national and district levels. A country-level program review was undertaken in the following districts; Gaborone, South East District (Tlokweng), Francistown, Tutume Sub-District, Jwaneng and Ghantsi. In-depth interviews were conducted with public health workers, including registered nurses and midwives, as well as other service providers such as public health specialists and lay counselors. Seven focus group discussions were held across the five districts to assess and incorporate consumer perceptions. These groups included potential PMTCT clients and men, while enrolled clients were interviewed individually to protect confidentiality. The private sector was also interviewed, allowing the AED team to gain essential insight from private practice doctors providing anti-retroviral treatment in their facilities. Additional information was also gleaned from nongovernmental organizations implementing public health initiatives in Botswana. Information provided by commercial marketing and communication specialists at private advertising agencies was also incorporated during this formative process. A communications strategy has now been developed and approved for implementation. AED project staff are now working closely with the Government of Botswana and the U.S. Centers for Disease Control and Prevention to implement the PMTCT social marketing communications strategy developed during the formative phase of the project. To learn more about this program please contact Robert Patterson
at Supported by: U.S. Centers for Disease Control and Prevention
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