Advocacy, Communication and Behavioural Change (HIV/AIDS)

(Capacity-Building Course)

1. Introduction

Despite significant progress in HIV/AIDS treatment and prevention, stigma, misinformation, and risky behaviours continue to hinder effective responses. This course focuses on building participants' capacity in advocacy, strategic communication, and behaviour change theories and practices to enhance public understanding, influence policy, and promote safer behaviours.

 

2. Training Objectives

By the end of this course, participants will be able to:

• Understand key concepts of advocacy, communication, and behaviour change (ACBC) in HIV/AIDS
• Develop and implement effective HIV/AIDS advocacy and communication strategies
• Apply behavioural change theories and models to real-world contexts
• Promote positive attitudes, reduce stigma, and encourage testing, prevention, and treatment
• Design targeted messages and campaigns for diverse audiences
• Monitor and evaluate the impact of ACBC interventions

 

3. Targeted Group

This course is designed for:

• HIV/AIDS program coordinators and health educators
• Communication officers in NGOs, Ministries of Health, and UN agencies
• Community health workers and peer educators
• Behaviour change and advocacy specialists
• Social workers and counsellors
• Media practitioners working in health reporting
• Youth and women’s group leaders involved in HIV/AIDS programs

 

4. Course Duration

• Total Duration: 4 weeks (64 contact hours)
• Schedule: 4 sessions per week × 4 hours each
• Delivery Mode: In-person / Online / Hybrid
• Methodology: Interactive lectures, group work, case studies, message development exercises, role-plays, and campaign simulations

 

5. Course Content

Module 1: Introduction to Advocacy, Communication and Behavioural Change (ACBC)

• Definitions and intersections of advocacy, communication, and behaviour change
• Importance in the context of HIV/AIDS

Module 2: Overview of HIV/AIDS Epidemic and Response

• Global and local statistics
• Key populations and priority interventions

Module 3: Behaviour Change Theories and Models

• Health Belief Model, Theory of Planned Behavior, Social Cognitive Theory
• Applying models in HIV/AIDS programs

Module 4: Understanding Audience Segmentation and Targeting

• Identifying priority populations
• Tailoring messages for different groups

Module 5: Stigma, Discrimination and Social Norms

• Root causes of stigma and its impact
• Strategies to reduce stigma through communication

Module 6: Designing Effective Health Messages

• Message framing, tone, and clarity
• Testing messages with target audiences

Module 7: Developing an Advocacy Strategy for HIV/AIDS

• Identifying issues, goals, and policy targets
• Engaging stakeholders and decision-makers

Module 8: Media Engagement for Advocacy and Awareness

• Using TV, radio, print, and online media
• Working with journalists and influencers

Module 9: Social and Behaviour Change Communication (SBCC) Approaches

• Interpersonal communication, community mobilization, and mass media
• Integration with service delivery

Module 10: Communication Tools and Channels

• IEC materials, SMS, social media, drama, and edutainment
• Choosing appropriate tools for different settings

Module 11: Advocacy for Policy and Legal Change

• Engaging government, civil society, and religious leaders
• Case studies of successful HIV/AIDS policy advocacy

Module 12: Working with Key Populations

• MSM, sex workers, injecting drug users, adolescents, PLHIV
• Ensuring inclusive, respectful, and relevant messaging

Module 13: Monitoring and Evaluation of ACBC Programs

• Indicators for communication and advocacy
• Tools for measuring attitude and behaviour change

Module 14: Community Engagement and Participation

• Mobilizing community leaders and volunteers
• Building ownership and sustainability

Module 15: Crisis Communication in HIV/AIDS

• Communicating during outbreaks or scandals
• Handling misinformation and backlash

Module 16: Capstone – Design and Presentation of an ACBC Campaign

• Participants work in groups to develop a complete ACBC campaign
• Presentations with peer and facilitator feedback

 

6. Expected Outcomes

Upon completion, participants will:

• Design and implement HIV/AIDS advocacy and communication strategies
• Apply behavioural science in developing interventions
• Communicate clearly and effectively to diverse audiences
• Address stigma and discrimination through strategic messaging
• Use mass and digital media for maximum impact
• Evaluate and adapt ACBC strategies for better results

 

7. Certification

Certificate of Completion

Awarded to participants who:

• Attend at least 85% of sessions
• Actively participate in all group and individual activities

Certificate of Competence in Advocacy, Communication and Behavioural Change (HIV/AIDS)

Granted upon:

• Successful design and presentation of an ACBC campaign or strategy
• Completion of post-course evaluation or knowledge assessment
• Demonstrated ability to apply ACBC principles in case exercises

Certificates may be co-issued with Ministries of Health, National AIDS Councils, Universities, or International Health Organizations.