Social Change Communication

1
Social Change Communication An essential
strategy for achieving universal access to HIV
prevention, treatment, care and support (Poster
WEPE0371)

• 3. It is necessary to change many things and to
  intervene on multiple levels at the same
• time in order to shift or change the deeply
  entrenched beliefs and norms that impede HIV
• prevention, treatment and care.
• For example, Soul Citys carefully
• researched, multilevel initiative
• produced dramatic short-term
• results, and a longer term shift
• in attitudes about the legitimacy
• of gender-based violence in South
• Africa6. After only a six month
• campaign there was a 10 increase
• in respondents disagreeing that
• domestic violence was a private
• affair and a 22 shift in perceptions
• of social norms on this issue.
• Qualitative data analysis suggests
• the intervention played a role in enhancing
  womens and communities sense of effi cacy,
• enabling women to make more effective decisions
  around their health and facilitating