The Communication Initiative
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The Communication Initiative
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Indonesian National HIV/AIDS Media Campaign

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Three media campaigns were conducted from June 1998 to September 2000 to raise awareness about HIV/AIDS and STDs in Indonesia. This objective was to be met through the integration of mass media activities, the development of community-based strategies to promote greater involvement, and the provision of support for behaviour change.

In order to identify target groups for this initiative, field trips and site visits to towns, coastal villages, and commercial sex worker complexes in four provinces in Java, East Nusa Tengarra, Bali and South Sulawesi. The primary target group was identified as females and males 18-34 years old; females and males who had multiple sex partners, were clients of commercial sex workers, or were injecting drug users were identified as the secondary target group. The specific objectives of this initiative were:
  1. to decrease target group perceptions that AIDS only effects promiscuous people or IDU (AIDS can happen to anyone)
  2. to increase target group awareness of the perceived level of personal risk in relation to AIDS (it can happen to me)
  3. increase target groups knowledge of risk prevention methods (abstain, be faithful, wear a condom, and don't share needles and syringes).
Communication Strategies

Based on the advice of consultants from the areas of advertising, public relations, and market research, a media plan was produced which utilized television, radio and print.


After extensive pre-testing of a number of media concepts using ten focus groups in three provinces in Indonesia to ensure that concepts developed were appropriate and would not further marginalise vulnerable groups, three final television commercials (TVCs) were produced. TVCs entitled "Transmission" and "Prevention" focused on increasing knowledge about the ways HIV/AIDS is transmitted and ways to prevent transmission. The third TVC, entitled "Confession," was designed to destigmatise PLWHA and increase target group perceptions that AIDS only affects the promiscuous. This type of national television coverage played a key role in reaching all segments of the target market and was seen as especially well suited in reaching female audiences.


A number of radio advertisements were also produced in Indonesian and provincial dialects to facilitate the uptake of campaign messages. The target of these advertisements was the younger audience and the more mobile males.


Colour and mono print advertising in the national and provincial newspapers was used to reinforce reach and provide more comprehensive information to the older male group. Six publications were produced to provide the public with comprehensive information on the Facts on HIV/AIDS, Facts on Drugs and HIV/AIDS and Facts on People Living with HIV/AIDS, as well as posters on transmission and PLWHA. A range of merchandise in the form of t-shirts, caps and stickers promoted the campaign "brand and positioning statement, " "AIDS-Anyone can get it; we can all prevent it."


To further promote the campaign in Java and the provinces, extensive public relations activities were developed during the intensive 6-8 week campaign schedules. PR activities included television and radio talk shows, writing competitions and simultaneous media launches conducted in Jakarta and the provincial towns of Denpasar, Makassar and Kupang. An ambient media, toilet door advertising strategy was also pilot tested in a number of nightclubs and bars in Jakarta, for potential rollout to provincial areas.

Development Issues

HIV/AIDS

Key Points

The HIV/AIDS and STD Prevention and Care project commenced in 1995. The Government of Indonesia (GOI) sought assistance from the Government of Australia (GOA) to improve multi-sectoral HIV/AIDS and STD prevention and care through the provision of technical assistance and training. The Project involved the strengthening of the capability of NGOs and the provision of medical and educational equipment in Indonesia over a five-year period.

Partners

The Overseas Projects Corporation of Victoria (OPCV), the MacFarlane Burnett Centre (MBC), the Australian Federation of AIDS Organisations (AFAO), and the offices of the Coordinating Ministry of Planning in Jakarta.

Sources

Letter sent from Tahir Turk to The Communication Initiative on November 6 2001.