What is Behavior Change Communication

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A Toolkit For Understanding and
Challenging HIV Stigma From Research to
Action Anton Schneider
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Based On Research Findings

• Recognize stigma
• Enhance knowledge and reduce fear
• Provide forum to discuss values and beliefs
• Find common language
• Involve people with HIV and AIDS

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How Was the Toolkit Developed?

• A series of interactive, participatory
• workshops in Ethiopia, Tanzania and
• Zambia
• More than 75 participants
• 50 African NGOs involved
• Led by Africa-based team - Ross Kidd and
• Sue Clay

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Purpose Of the Toolkit

• Create understanding and awareness of stigma
• Strengthen role of people living with HIV and
  AIDS
• Provide comprehensive and flexible tools for
  front-line staff
• Help individuals and communities develop
  responses to stigma

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What Is the Toolkit?

• Compilation of exercises and activities
• User-friendly
• Resource for participatory learning
• Problem-based

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Toolkit Methods and Materials

• Discussions
• Presentations
• Buzz groups
• Cardstorming
• Pictures
• Report backs / round robin
• Rotational brainstorming
• Skill practice with feedback
• Small groups
• Stop-start drama
• Stories and case studies
• Warm up games and songs

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Key Target Groups

• AIDS educators and counselors
• Full time professionals (NGO staff)
• Part time staff and volunteers
• PLHA peer counselors
• Community groups
• Individuals and Families living with HIV and AIDS

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Who Can Use the Toolkit?

• Multiple audiences
• Health care professionals
• Faith-based organizations
• Employers
• Media/journalists
• Youth groups
• Womens organizations

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How the Toolkit Works

• Starts with ourselves
• Raises and challenges stigma in participants
• Tackles stigma from two perspectives
• The stigmatizer
• The stigmatized
• Allows community to own the problem and develop
  solutions

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Organization Of the Toolkit

• Three sections
• Root causes from the research
• Working with affected groups
• Action planning and behavior change

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Root Causes Of Stigma

• Naming the Problem
• More Understanding and Less Fear
• Sex, Morality, Shame Blame

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For Example

• Naming the Problem
• Exercises
• Naming stigma through pictures
• Our own experience as stigmatizer and
• stigmatized
• Naming stigma in different contexts
• What is the meaning of stigma
• Effects of stigma on different players
• Forms, effects and causes (problem tree
• analysis)

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Sample Exercise More Understanding and Less
Fear
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Sample Exercise More Understanding and Less
Fear
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Sample Exercise Sex, Morality, Shame and Blame
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Blame Continuum
Innocent ......Guilty
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During the BreakLeave 10 minutes for an exercise
Naming stigma through pictures Choose 3 or 4 of
the pictures posted around the room What do
you see in the picture? How does this picture
show stigma? Please write your answers on the
flipcharts posted by the picture
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EFFECTS
Loneliness
Violence
FORMS
Name calling
Rumor, Gossiping
Stigma by association
Fear
Misconceptions
Morality
CAUSES