Media campaign for prevention of mother-to-child transmission (PMTCT) was launched in Marc 2005 and concluded at the end of the same year.
Partners and sponsors: Open Society Foundation Hungary, World Bank, the Global Fund to Fight AIDS, Tuberculosis and Malaria, NEXTCap Advertising through movie director Radu Muntean.
Campaign slogan: “Chose your child’s life!”
Estimated number of beneficiaries: over 2 million;
The goal of this campaign was to inform pregnant women in partner counties and to encourage voluntary HIV counseling and testing for them and their partners in order to reduce the HIV vertical transmission rate.
The campaign was developed in partnership with 22 maternities and obstetrics-gynecology hospitals in 18 counties (Arad, Bacau, Bihor, Brasov, Bucharest, Cluj, Constanta, Giurgiu, Hunedoara, Iasi, Ilfov, Maramures, Mures, Neamt, Sibiu, Suceava, Timis and Valcea). The starting point was the observation that, although HIV testing for pregnant women is free in Romania (according to the Ministry of Health Order 889 / 1989), a large number of pregnant women come to deliver their babies without having taken the HIV test.
These women often belong to high HIV risk, therefore their counseling and testing is essential for the early diagnosis of a possible HIV infection and for effective use of the PMTCT protocol.
During the project, we tried to identify ways for information dissemination, especially to pregnant women who didn’t usually access specialized medical care during pregnancy or for those who did not respond to written messages. Thus a new component of the project was born – the media campaign.
This campaign targeted women aged 18 to 40 who wanted to have children. The estimated target group was of about 3.441.000 women, from both urban and rural areas.
3 TV and spots and one for radio were produced for broadcasting by local and national media; they were pre-tested during a focus-group, on 10 women from the target audience;
The media approach and the results were promoted during 38 meetings organized by Romanian Angel Appeal with journalists, within the projects “Social responsibility in the media” financed by Open Society Foundation Hungary and “PMTCT Rural” financed by World Bank as well as within the projects financed by the Global Fund. Seven press articles were also published.
The TV spots were broadcasted by 6 TV channels (ProTV, Acasa, TVR1, TVR2, TVR Cultural, MIX 2 TV – Brasov), one per day between 7AM and 5PM, with an estimated audience of 1.631.034 women who had seen the spots at least once.
The radio spot was broadcasted by 12 radio stations, on an average of twice per day (together with radio contests with prizes offered through the Voluntary Counseling and Testing Project financed by the Global Fund). 35 prizes per radio station were offered: a T-shirt, a bandana, a marker, condoms and information materials.
The campaign had a significant impact not only through the messages it sent but also because it as one of the first campaigns developed in Romania where the quality / cost ratio was clearly in favor of quality.