Information, Education & Communication
Communication is the key to generating awareness on prevention as well as motivating access to treatment, care and support. With the launch of NACP IV, the impetus is on standardising the lessons learned during the third phase. Communication in NACP IV is directed:

• To increase knowledge among general population (especially youth and women) on safe behaviour
• To sustain behaviour change in at risk populations (high risk groups and bridge populations)
• To generate demand for care, support and treatment services
• To strengthen the enabling environment by facilitating appropriate changes in societal norms that reinforces positive attitudes, beliefs and practices to reduce stigma and discrimination

Key Activities
Mass Media Campaigns: Dissemination of messages related to mode of transmission, methods of prevention, and promotion of services (mainly HIV Counseling and Testing Services, Treatment services) is being done through Audio spots in All India Radio, FM Radio, and through Doordarshan Bhopal. To amplify the reach of mass-media campaigns, innovative technologies are also utilized like dissemination of advertisements through movie theatres.

• Outdoors: Bus panels, pole kiosks, information panels, and panels in railway stations implemented by the M.P State AIDS Control Society, Bhopal, as per approved action plans from NACO GoI.
• Folk Media Campaign: Folk media engages audiences using their own cultural contexts. Messages vetted by NACO experts for accuracy and consistency. Master trainers for folk troupes trained at regional level. Folk media is also used during Intensified IEC Campaigns and World AIDS Campaigns.

Youth Intervention
Red Ribbon Clubs: These clubs in colleges encourage peer messaging on HIV prevention and provide a safe space for queries and myth-busting around HIV/AIDS. They also promote voluntary blood donation. Around 800 clubs are functional with support from the State NSS Office, Department of Higher Education, M.P.

Out of School Youth: With support from Nehru Yuva Kendra Sangathan, awareness activities are organized for out-of-school youth.

Mainstreaming and GIPA
Coordination with various departments for integration of NACP activities through sensitization and training is ongoing:

• State Council on AIDS formed under the Chairpersonship of Principal Secretary, Public Health and Medical Education, Madhya Pradesh.
• 03 Joint Working Groups created to support implementation of NACP activities — awareness, HIV screening, stigma reduction, etc.
• Social Protection Camps organized at ART Centers for PLHIVs to provide benefits of various central/state schemes with support of Vihaan team.
• Training and awareness about the HIV-AIDS Prevention and Control Act.
• Training of health workers, ASHA, AWW, police, CRPF, etc.