It is finally here! The long awaited National Behaviour Change Communication Strategy was launched during the Annual HIV and AIDS Partnership Forum on May 27, 2009.

This was a great achievement for the National AIDS Commission, the Ministry of Health and Social Welfare, and members of the Communications Technical Working Group; who had tirelessly monitored the consultancy firm that was tasked with developing the strategy throughout the process.

The consultancy firm that was engaged to develop the BCC strategy was MCDI/AED and it finalised the work in December 2008. The strategy provides a strategic framework for addressing HIV and AIDS and behaviour change that is realistic, practical and responsive to realities of the Basotho people.

Why the BCC strategy

Positive behaviour change is seen as an important aspect of reducing HIV prevalence beyond HIV awareness, hence the decision by Government to develop a national document that would guide all interventions. Among its key objectives, the BCC strategy strives to guide all relevant stakeholders to coordinate a meaningful, comprehensive, culturally appropriate Behaviour Change Communication programme for the prevention, treatment, care and support, and mitigation of HIV and AIDS in Lesotho over the next five years.

Key outcomes

It is envisaged that with the BCC strategy, an enabling environment for behavioural change will be created through mobilising leadership, increasing gender equality and by reducing stigma associated with People Living with HIV and AIDS. Other expected outcomes are increased adoption of safer sexual behaviour and reduction in high risk behaviour, increased use of prevention services and enhanced national, district and organisational frameworks to address behaviour change.

The focus

The BCC Strategy focuses on four priority groups. These are youth – from 10-24 years, men and women of reproductive age – from 24-49 years, vulnerable groups (migrants, herdboys, sex workers, prisoners and men having sex with other men) and people living with HIV and AIDS. These priority audiences are further segmented into sub-groups; for instance youth are further divided into 10-14 years, 15-19 years and 20-24 years. In the same manner, men and women of reproductive age have been further segmented into single and married people. This is in the light of the fact that these sub groups have particular behaviours therefore particular desired behavioural outcomes.

It became imperative for the BCC strategy to target secondary audiences for each priority group. This is because secondary audiences, which include traditional leaders and healers, health educators, teachers and parents, can hinder or enhance the behaviour change process. Strategies have also been identified for each priority audience and their secondary target audiences. However, these are not cast on stone and are meant to be flexible enough to respond to the changing situation, particularly as new evidence emerges.

Way forward

Distribution of the Strategy has already begun with the English version. The Sesotho version will be out soon and further distribution will continue throughout the country for operationalisation of the Strategy to commence. The Ministry of Health and Social Welfare and Ministry of Gender, Youth, Sports and Recreation with the support from NAC and UN have already developed an operational framework for and with young people (10 – 24 yrs) based on the young people’s component of the National BCC strategy.

The National AIDS Commission will provide oversight to the coordination of this strategy while the Ministry of Health and Social Welfare will take the lead on the implementation of its strategies and activities. All stakeholders who develop and execute BCC strategies will also have strategic roles to play in the implementation of this strategy and are urged to take ownership of this strategy for it to be a successful initiative.