• The research study clearly highlighted that majority were not aware of ICTC. They were aware of HIV testing in government hospitals but did not recognize this service as ICTC.
• Exploratory visits to ICTCs revealed that both users and non-users found it difficult to locate the centre especially in a big hospital. This was a primary issue, as there were no signages guiding the client to the center. The ICTC was most often referred to by the OPD. No. and not by its actual name, implying the difficulties that users had with recalling the name and more importantly identifying with it.
• The name ICTC did not resonate with Users or Non-users. The name ‘ICTC’ had a technical feel to which people could not relate to. This in turn discouraged recall and possibly even response.
• Only respondents from High risk groups showed almost universal awareness of ‘Free’ testing element of the ICTC. People across all groups need to be aware that HIV testing in an ICTC is free. This is one of the key messages that will encourage access and enhance the turnout at the centres.
• Although there is lack of awareness of ICTC as a brand, respondents were in favour for HIV testing. Majority agreed that they could go to a nearest health facility and get tested and they also added that they would be able to take right decisions in future if they got tested. This positive intent needs to be catalyzed upon and awareness of the vast network of 100 ICTC’s in the city needs to spread. People should know that within this vast network, there is a testing center in their neighbourhood thus making it convenient to visit and get tested.
• One third of respondents felt that less than 25% of their community members would approve of them getting tested for HIV. This finding has a major implication as we live in a collective society driven culture and give high regard to community approval. Respondents associated testing with lack of approval from community and a resultant fear of being stigmatized upon being tested. Communication strategy has to address this fear of testing and transform HIV testing into a positive behavior.
• Even though ICTC and government testing facility are the same, respondents were still confused about the co-existence of the two. Respondents have gone to the government hospital to get tested for HIV but are not aware that this facility is called the ICTC.
KEY CHALLENGES
1. Low awareness
2. Technical & complicated name: low recall
3. Lack of openness to the service due to fear / ignorance
OBJECTIVES
With the aforementioned key challenges at hand, the next step was to define core objectives of the communication that would guide the strategy and the campaign implementation. Objectives were drawn upon:
• Appropriate audience should be aware of this service
• Change image of the testing center from a commodity to a brand
• Increase recognition, recall and response
• Induce behavior change towards counseling
• Change perception and normalize HIV testing --- ‘HIV testing is like any other test’
• Create a positive climate of HIV counseling and encourage people at risk to get counseled and tested
ETHOS - THOUGHT PROCESS
Banking on the good quality of the existing service….
The ICTC implemented under MDACS is the only such health testing service which has an integral element of counseling. Counseling is an important part of this service and is given both before and after a person gets tested. This ensures that s/he is completely prepared for the results, will act responsibly and will have information and access to the required services in the future to lead a normal, healthy and balanced life.
The counselor takes on the role of a friend and a guide and guides the client/user regardless of the test results. This element of counseling is found to have a positive impact on clients and is something that they continue to vouch for.
The ICTC has at its advantage a strong service element that needs to be ‘in marketing’ terms packaged to appeal to more people thus realizing its ultimate goal in HIV/AIDS control.
Eliminating the fear associated with HIV testing…….
HIV/AIDS has a heavy morality tag attached to it and subsequently HIV testing gets linked to being immoral and hence deserving of social ostracism or stigma.
Over the years HIV testing has retained its negative connotation and people continue to fear lack of social approval on getting tested. They perceive fear even before they get the results.
Hence the approach of this communication strategy would be to curb this fear and transform it into a positive feeling. Going to a HIV testing center should not stand for fear instead it should connote a sense of empowerment and wellbeing. This is because, only once one is tested and detected positive, can he treat himself and thereby lead a healthy life. Hence, testing is important and must be looked at a life savior instead of a threat. It should be viewed as any other diagnostic test without any morality label attached to it.
With the thought process churning the following words emerged that resonated with the new identity for ICTC that was to be created……
A NEW NAME – A NEW IDENTITY
MDACS stands for an HIV-free Mumbai. It aims to empower people through services and knowledge and Help them take responsibility for themselves, their family and society at large.With this key thought of empowering the user through the use of the HIV counseling and testing service, a new brand was born.
‘Shakti Clinic – HIV/AIDS Salah Kendra’ the overhauled transition of ICTC’s was conceptualized with three major attributes in name - neutral language, power and simplicity.
The logo
The brand logo was created keeping in mind that it should be religion neutral considering the cultural melting pot that Mumbai is. The international symbol - red ribbon of AIDS awareness, has been transformed to a red ribbon that curls up to a fist symbolizing strength i.e. ‘Shakti’. The strength of accessibility of information and services in the name itself is a step forward in reducing the stigma and being approachable.
The new logo signifies the coming together of all stakeholders to support people living with HIV/AIDS - A symbol of the energy and power to fight HIV.
REPOSITIONING ICTC TO SHAKTI CLINIC – HIV/AIDS SALAH KENDRA
The testing centers will be given their new name – Shakti Clinic.
Along with this name comes a positioning statement which will help reposition this service to the target audience.
This new brand will not be known as a testing center but will have a reformed identity of an information center that aims to empower people. Calling it the ‘Shakti Clinic – HIV/AIDS Salah Kendra’, this service centre uses ‘Salah’ (counseling) to reduce fear and empower the user. The user can fearlessly access the center, empower himself with information and take an informed decision.
The new identity builds an ambiance of care, positivity, trust and friendliness making it easy to access information on HIV/AIDs and increase the number of patients undergoing tests. It will also encourage a behavioral change towards Counseling and testing.
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