Advocacy, Communication, and Social Mobilization (ACSM) Strategy
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Egypt National TB Control Program Advocacy, Communication, and Social Mobilization (ACSM) Strategy INDEX ABBREVIATIONS ..................................................................................................... 3 FOREWARD ............................................................................................................... 4 WHERE TO FROM HERE? ..................................................................................... 5 EXECUTIVE SUMMARY .........................................................................................6 1. INTRODUCTION ...................................................................................................7 1.1 Advocacy Communication and Social Mobilization ............................................8 2. SITUATION ANALYSIS ..................................................................................... 10 2.1 Country Data ...................................................................................................... 10 2.2 Knowledge Attitudes and Practices ................................................................... 13 2.3 ACSM Needs Assessment Findings ...................................................................14 2.4 Program Strengths, Challenges and Opportunities .............................................15 3. ACSM STRATEGIC FRAMEWORK ................................................................ 17 Strategy and Social Mobilization Communication, (ACSM) Advocacy, 3.1 ACSM Strategy Goal 20092014- ........................................................................ 17 3.2 Strategy Terminology ........................................................................................ 17 3.3 Campaign Phases ............................................................................................... 17 3.4 Streams of ACSM Activity ................................................................................ 18 3.5 Development of ACSM Program Core Competencies ....................................... 18 3.6 ACSM Strategy Management ............................................................................ 19 4. STRATEGIC ACSM PLANNING CYCLE ........................................................20 5. AUDIENCE SEGMENTATION ..........................................................................22 5.1 Primary Audience Segments .............................................................................. 22 5.2 Secondary Audience Segments .......................................................................... 22 5.3 Influencing Groups .............................................................................................22 6. ACSM STRATEGY OBJECTIVES .................................................................... 23 6.1 TB ACSM Strategy Objectives .......................................................................... 23 6.2 Audience-Based Objectives ............................................................................... 23 6.3 Service Delivery Objectives .............................................................................. 24 INDEX 6.4 Community Based Objectives ............................................................................24 3 7. MESSAGE DEVELOPMENT ............................................................................. 25 7.1 Potential Message Themes ................................................................................. 25 8. ILLUSTRATIVE ACTIVITIES .......................................................................... 27 8.1 Community Level Activities .............................................................................. 27 8.2 Population Health Approaches .......................................................................... 30 9. MONITORING AND EVALUATION ................................................................ 36 9.1 Performance Indicators ...................................................................................... 36 10. ACSM STRATEGY PRIORITIES .................................................................... 40 10.1 ACSM Year One Priorities - 20092010- ........................................................... 41 11. DOCUMENTATION & DISSEMINATION .................................................... 47 CONCLUSION ......................................................................................................... 47 INDEX 4 ABBREVIATIONS AAR After Action Review ACSM Advocacy Communication and Social Mobilization AIDS Acquired Immunodeficiency Syndrome BCC Behavior Change Communication CCM Country Coordinating Mechanism CRIS Communication Resource Information System DCT Diagnosis Counseling and Testing DPM District Program Manager DTC District Tuberculosis Centre DOT Directly Observed Treatment DTM District Tuberculosis Manager EMR East Mediterranean Region GFATM Global Fund Against AIDS TB and Malaria HEO Health Education Officer HIV Human Immunodeficiency Virus KAP Knowledge, Attitudes and Practices Strategy and Social Mobilization Communication, (ACSM) Advocacy, KPIs Key Performance Indicators LHW Lady Health Worker LOE Level of Effort NTP National Tuberculosis Program MDR-TB Multi Drug Resistant TB MOHP Ministry of Health and Population OPD Out-patient department PHC Primary Health Centre PPM Public - Private Mix QA Quality Assurance TA Technical Assistance TARPs Target audience rating points TDI Trade Development Index TOR Terms of Reference XDR –TB Extreme Drug Resistant TB Data Sources: The following key data sources were utilized in the development of this strategy: Ministry of Population and Health (2007) National Tuberculosis Control Program Egypt Strategic Plan 20072011-.WHO- EMRO (2006) Diagnosis and Treatment Delay in Tuberculosis - An in-depth analysis of the health-seeking behaviour of patients and health system response in seven countries of the Eastern ABBREVIATIONS Mediterranean Region. WHO–Stop TB Partnership (2006) Advocacy, Communication and Social Mobilization to fight TB - A 10- year Framework for Action. WHO–Stop TB Partnership (2006) The Stop Tb Strategy - Building on and enhancing DOTS to meet the TB-related Millennium Development Goals WHO–Stop TB Partnership. WHO–Stop TB Partnership (2008) TB Regional Profile. Sourced from: http://www.emro.who.int/stb/TBSituation-RegionalProfile-TBburden.htm WHO (2008) WHO Report 2008 - Global Tuberculosis Control, Surveillance, Planning, Financing. NTP (2008) GFATM Round 6 ACSM proposal and ACSM Workplan. Verver, S., (2002) Evaluation of Anti Tuberculosis Campaign - Egypt 2002. USAID funded report. World Health Organization, (2004) A guide to monitoring and evaluation of TB/HIV activities. Field test version. Geneva. Strategy 5 FOREWARD The National TB Control Program has recently completed its second National Strategic Plan to take the TB strategy forward from 20072011-. In line with enhancements in the overarching TB strategy, it is clear that the value of advocacy, communication and social mobilization (ACSM) is becoming of increasing importance in TB control. ACSM can act to raise awareness and increase knowledge of TB in the community, encourage early health-seeking behaviour and treatment adherence, and reduce stigma associated with TB. It is therefore a positive step to see that NTP has now developed an ACSM strategy in line with the National Strategic Plan to inject greater strategic coherence to these activities. A cornerstone of the approach is that an integrated programming model required for incorporating timely, intensive, single-minded ACSM messages and programs operating synergistically at a number of levels. In order to achieve important health gains in the longer term, programs will need to evolve that are realistic, achievable and measurable. This NTP ACSM Strategy 20092014- has been developed to address these unfolding challenges. The Strategy has also been developed in line with the Global Plan to Stop TB Strategy (2006- Strategy and Social Mobilization Communication, (ACSM) Advocacy, 2015), and the WHO–Stop TB Partnership ACSM 10-year Framework for Action to Fight TB (2006). The Strategy is not an end in itself, but rather an instrument for expanding and promoting partnerships amongst all stakeholders in the field of TB control. It presents broad principles and a strategic framework for guiding ACSM programs that are facilitated by, or supported under the auspices of the National TB Control Program and its multisectoral partners including; NGOs, faith based organisations, civil society and public private partnerships in ACSM. On behalf of the Minister of Health and Population in Egypt, I endorse the National ACSM Strategy to all TB and HIV/AIDS stakeholders in the hope that it will provide a road-map for TB and other health promotion programming in our country in years to come. Signature Prof. Dr. Abdelrahman Shahin Media Advisor for the Minister of Health & Population FOREWARD 7 WHERE TO FROM HERE? Egypt is ranked by WHO as a low burden TB country. It has managed to reduce its TB burden in recent years and has a current estimated incidence of 24 TB patients per 100 thousand populations. Despite these successes in program delivery, this is no time to be complacent in moving forward to eradicate TB as a health problem in Egypt, through more systematic approaches. Advocacy Communication and Social Mobilisation (ACSM) has been identified by WHO as a critical component in TB control and has been utilised effectively in earlier years of the program with significant funding provided through the Global Fund for AIDS, TB and Malaria (GFATM).