Uniformed Services General Characteristics Priorities Behaviors we want them to change Benefits Barriers to behavior change Soldier (military); 30 yrs old; male Promotion; Family (getting married and having children); Owning house; friends and their approval Drinking alcohol; Smoking; Sex with ladies (inconsistent condom use) Career promotion; saving Friends influence; a lot of free time; corruption (allows them to have disposable income); stress of their work University Students General Characteristics Priorities Behavior we want them to change Benefits Barriers to behavior change Young male; 19-22; University student Getting good grades/ Graduating; experiencing independence /freedom; Being like their friends; Have a successful life Chewing khat; Drinking alcohol excessively; Visit CSW (not using condom consistently) Graduating; being successful Friends/ peer pressure; Easy access to Khat and bars; Girlfriend pressuring boyfriends; Music houses or video house around or close to the school; Music in bars attract them to enter Migrant/Seasonal Workers General Characteristics Priorities Behavior we want them to change Benefits Barriers to behavior change
factory worker;18 yrs; took E.S.L.E exam but didn’t get the passing grade to join university Making money; Opening a shop/ business; Getting married Drinking alcohol; Chewing khat; Smoking cigarette Saving money; Can open shop with saved money; Getting married; happy and healthy Feelings of loneliness/frustration away from home; peer pressure Commercial Sex Workers General Characteristics Priorities Behavior we want them to change Benefits Barriers to behavior change 21years old; Dropped out of school from grade 10 Having Money; Home; Family (falling in love, getting married and having children) Smoking; Dress like CSW; Drinking alcohol; No correct and consistent use of condoms Having a fruitful life/ bright future Clients; Bar owners; Drinking to deal with the problems of the work Bar Staff General Characteristics Priorities Behavior we want them to change Benefits Barriers to behavior change Bar girl (Waitress); Came from a rural area;20yrs old; Dropped out of elementary school and came to Addis. Helping her family; Continuing her education Getting receiving money in exchange for sex Save her life; Support her family better; Having hope and bright future Friends (peer pressure); Chewing Khat; Smoking tobacco; Clients pressure them to drink Transport Workers
General Characteristics Priorities Behavior we want them to change Benefits Barriers to behavior change handsome guy; 28 years old; Employed by the taxi owner; Taxi Driver Wants to buy his own taxi; To get the job done fast Having sex with a lot of different women; Chewing Khat; Low condom use Saving money and buying a taxi; No exposure to HIV Nature of the work (tiring); Peer groups pressure; The they drive Young People General Characteristics Priorities Behavior we want them to change Benefits Barriers to behavior change Men and Women; Grade 9- AAU; years old Having fun; Education; Being accepted by friends; Getting a good/ paying job Chewing Khat; Drinking alcohol; Having concurrent sexual partners (maybe without condom) Save Money; Finish school successfully Peer pressure; Having ways to get easy money Religious Leaders (as implementers) General Characteristics Priorities Behavior we want them to change Benefits Priest To become a priest of a congregation; Make sure followers are not drinking; Being faithful Drinks; Listen to music; Unfaithful More followers; Pious followers Bar Owner (as implementer)
General Characteristics Priorities Behavior we want them to change Benefits Barriers Male; 45 years old Financial benefit from bar; Having a family; Owning peaceful social environment Create an over 18 age limit; Makes condoms available; Limit the time people can stay at his bar; Control excessive drinking Develop a good reputation; Make money; Have more clients; have a peace of mind may make condoms available but can’t make people use condom; underage drinking law is not upheld Discussion that followed this presentation: If you limit the time that people can drink they will go to another bar. The purpose of earlier bar closing times is to limit the amount of time they consume alcohol. If most bars close earlier than they do now people will be discouraged to go to different places and drink more. In the case of the bar owner, the benefits identified are very social rather than personal. People are very much concerned with their personal benefit, not whether the community likes him or not. So there needs to be some kind of personal benefit that may motivate him to change, maybe feeling like a good citizen or something along those lines. People will patron his bar if the owner has a good social reputation. Everybody likes a responsible and determined person. 8. Communication Objectives We separated the participants into groups based on the target priorities exercise. After the participants were in groups, we asked each group to think about the main communication objective for their particular target group. The group decided upon the following main three communication objectives: Awareness about link between alcohol and HIV risk exposure Enhance risk perception between the link Increase self-efficacy to do something the link The participants then put together communication objectives by target. This was accomplished by having each group think about the main reason that their target group excessively consumed (or consumed to the point where others felt harm), then the groups brainstormed the qualities of the target
Out of school Tone: Funny, Inspirational and strong. Slangs: messages using slangs among out of school youths. why drinking excessively chewing khat? Intoxication to a level of euphoria – why? Why go through this? Good for nothing type of people. Taxi Drivers Tone: Sense of humor and using the kind of language they are used to and can relate to as well as using role models from the taxi community. Phrases: Examples (If you stop khat the taxi is for sure it is your own- pick one of the other) (IRAY is the radio program they mostly listen to when chewing Khat- so either you chew khat listening to IRAY or work hard, save more and buy your own car) Channel: Sticker on the car, electronic media – radio/music. Poster, the newspaper for the taxi community (“Sichento”) and ringtone (like the condom one) Migrant/Seasonal Workers Tone: touching, emotionally moving and something they can relate to. Proverbs (when you aim higher unrealistically you will lose what you already have. Save your money. Think of yourself; think of your family, think of your wife). Channel: Radio, billboards and counseling at workplace.