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IR 2 - SCALING UP PROGRAMS FOR WIDE REACH AND IMPACT HIGHLIGHTS
HCP continued in Year 3 to make great strides in reaching intended audiences, leveraging funds, and engaging more organizations with evidence-based programs. More than a dozen programs reached more than half of the intended audience. Egypt 's Communication for Healthy Living program has reached 83% of its intended audience with mass media, including national print and broadcast coverage of a Newlywed event in El Minya where 150 newly married couples celebrated marriage and received information on healthy family living. This event was covered on all the major news programs and was featured on Aljazeera, the most popular television channel in the Middle East.
HCP also measured the impact of the HEART HIV prevention campaign in Zambia and found that about 64% of urban respondents reported that they had seen all or some of HEART's television spots, while approximately 14% of rural respondents saw one or more. Those viewers were significantly more likely than non-viewers to mention abstinence as a way to avoid HIV transmission. HCP also partnered with more than 270 organizations to increase the reach and impact of its programs. Uganda 's YEAH project alone involves 27 organizations, including the Straight Talk Foundation, the Uganda AIDS Commission, and several youth advisory groups. In Ethiopia, 20 partners helped develop and implement the Youth Action Kit program and the Youth Talent Beats AIDS talent festivals. As for leveraging funds, a total of $5.5 million has been accessed from non-HCP sources. In Bangladesh, UNICEF contributed the lion's share of the more than $1 million leveraged for the ARH program by contributing more than $600,000 for additional comic books, TV spots, workshops, and radio shows. The following details the HCP programs that are being implemented at scale by using non-HCP resources, reaching more than half the intended audience, and/or involving other organizations.
Multiple Strategic Objectives (SOs) Egypt: Together with the Sahatek Sarwetek TV spots produced by the SIS that continue to air nationally, the mass media component of CHL's Family Health campaign is reaching nearly 35 million adults in Egypt, representing 83% of the target population according to media monitoring reports. As part of its focus on youth and young married couples, CHL conducted a large-scale Newlywed Event in El Minya that drew around 150 local couples and 9,000 guests. This event was part of the CHL Newlywed Initiative, which recognizes marriage as the entry point to a series of behaviors that have life-long impact on the family health. The event received national TV coverage on "Good Morning Egypt," "Good Evening Egypt," and "If We Stop Dreaming." It also received three hours of broadcast by Upper Egypt 's Channel 7 television and was featured on the Middle East region's most popular Arabic news channel, Aljazeera. Over 100 television and radio programs on topics featuring messages on general health, overpopulation, and in support of gender equity aired during this period. TV and radio spots on family planning and reproductive health produced by the State Information Service aired at a high frequency with an estimated reach of 25 million. CHL fielded an RFP for SIS and awarded a contract for 12 new television spots. The "Ask-Consult" TV spots that began airing in April added significant reach to the mass media component of the Family Health campaign. The SIS/IEC-produced 30-episode radio serial drama "Mishwar Bondok" won the Gold Prize as the best radio social drama at Egypt 's 10th Annual Radio and Television Festival held in June. Jordan : "Our Health, Our Responsibility" initiative launched with multiple media channels, including television, newspapers, and outdoor advertising. Bangladesh : The ARH TV Magazine Program will be broadcast nationally, reaching more than 50% of adolescents in urban areas. Others: Programs in the following countries also reached over 50% of their intended audience: Uganda, Bangladesh, Ethiopia, Haiti, Indonesia, Namibia, Nepal, and South Africa. SO1: FP/RH Nepal Radio Program: HCP Nepal is broadcasting the 52-episode Radio Health Program in Awadi (Muslim) and Maithali languages over private FM regional stations able to reach more than 50% of each of the vulnerable populations. SO4: HIV/AIDS Zambia 's HEART Campaign: Young adults exposed to an innovative HIV/AIDS prevention program in Zambia were more likely to say they chose to abstain from sex than report condom use after seeing television spots promoting the two prevention options, according to an HCP report from December 2004. Designed by youth for youth, the Helping Each other Act Responsibly Together (HEART) program provided young adults with information about HIV/AIDS, discussed ways to prevent HIV/AIDS, and promoted abstinence and condom use. The research showed that about 64% of urban respondents reported that they had seen all or some of HEART's television spots, while approximately 14% of rural respondents saw one or more. And viewers were significantly more likely than non-viewers to mention abstinence as a way to avoid transmission. Viewers compared with non-viewers were also more likely to mention condom use and having only one partner as ways to avoid HIV. Sports for Life: Ethiopia 's Ministry of Youth, Sport, and Culture adopted Sports for Life — which is being implemented in 250 of largest primary schools across Ethiopia — into the national physical education curriculum. SFL targets in-school 7th and 8th grade boys and girls in urban and rural areas. Trainings for teachers and parents at an additional 350 schools affiliated with the Ministry of Youth, Sports, and Culture, and World Vision was scheduled for fall 2005.
Multiple Strategic Objectives (SOs) Egypt : The Communication for Healthy Living Project (CHL) is managed by HCP and receives strong activity management from an Executive Steering Committee (ESC) made up of representatives from the SIS (State Information Service) and Ministry of Health and Population. The ESC guides the national public health campaign by mainly setting priorities and establishing health messages. The activities themselves are developed and implemented by the 60 + other organizations in the NGO and private sector that are participating in the national campaign. During Year 3, CHL expanded this partnership to include a new coalition in the Fayoum governorate, which consists of 16 local NGOs which will be participating in the national public health campaign guided by CHL Jordan: Eleven partners were involved in program implementation in Jordan, including the Ministry of Health, Jordan Association of Family Planning and Population, Ministry of Education, JOHUD, RMS, MOA&IA, MOSD, Prisma Advertising Agency, Al-Ghad newspaper, Jordan Times newspaper, and Batelco Internet Services Provider. Indonesia : The Coalition for Healthy Indonesia (KuIS) expanded its reach in Year 3 by almost doubling the number of partners involved in the effort. To date over 100 organizations (government, nongovernmental, community, and private sector) belong to the Coalition. Among the partners are: Global Fund to Fight AIDS, TB and Malaria, ADB, Shell Oil, Unilever, Bogasari, and PT Newmont. Zambia : In Zambia, many partnerships were developed at project startup, but the district level relationships have grown as well. For example, HCP participates in the District Committee meetings, including the annual planning meetings. HCP is also being asked to participate in the planning meetings for the Youth Day celebrations and to serve as the secretariat. SO1: FP/RH Bangladesh : BCCP is actively involved with the ARH Working Group of 12 organizations implementing the program. This year, BCCP completed a year-long ARH Package piloting activity with seven NGOs to evaluate the package's effectiveness and cultural acceptability.
Ethiopia : Nearly 20 different partner organizations were involved in the development and implementation of the Youth Action Kit program and Youth Talent Beats AIDS talent festivals. Organizations are involved in both the development and implementation. Four partner organizations are implementing the YAK program (SAVE, Pathfinder, the Ethiopian Orthodox Church, and the Ethiopian Youth Network); fifteen additional organizations participated in Youth Talent Beats AIDS festivals. Two new partners — PACT and Catholic Relief Services — will begin implementing the YAK program in fall 2005. Namibia : ABCs of HIV Prevention (Core): Sixteen member churches helped disseminate messages. In addition, the program involved 30 partner organizations, including NACOP, RACOPs, MOHSS, Ministry of Information and Broadcasting, Take Control Partnership (20 organizations), and faith-based organizations.
Zambia : HCP Zambia has a partnership with ZINGO, the Zambia Interfaith Networking Group on HIV/AIDS. HCP, in collaboration with ZINGO, carried out a training program for religious leaders in psycho-social counseling to developing their skills in providing pre-and post-HIV test counseling to couples and other members of their congregations.
Multiple Strategic Objectives (SOs) Egypt: Communication for Healthy Living (CHL) has leveraged more than $1.3 million through both public and private sector partnerships; CHL's materials production and distribution have resulted in a high quality family of materials with wider distribution - over 500,000 copies were distributed. Jordan : An initial conservative estimate showed that at least $100,000 was leveraged through corporate sponsorship of training events and a youth sports tournament and from newspapers running health columns. Indonesia: More than $600,000 was leveraged from sources such as Asian Development Bank, the National TB Program, Unilever (Lifebuoy), Domestos Nomos and Shell Indonesia as well as from in kind contributions. In addition, KuIS was successful in leveraging $1,766,083 in funds from Unilever, Exxon Mobil, Shell Indonesia, and time from its own Board members. Additionally, KuIS benefited from the resources of other NGOs (SAVE and CARE) that enabled the health messages to reach a wider audience at no charge.
SO1: FP/RH
SO4: HIV/AIDS Haiti : At least $100,000 was leveraged from the partners and the Ministry of Health for the launch and implementation of the PMTCT/VCT stigma reduction campaign.
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In an effort to address the educational and information needs of HCW and patients in these situations, the Mindset Health Channel delivers education to patients and health care workers via satellite TV in clinics, hospitals, and schools. This means it can reach the most rural of communities with a minimum requirement being access to electricity. Through this innovation, HCW can improve their knowledge and skill without having to leave work or take time off; patients are able to receive health information while waiting in waiting rooms. 
Uganda: Twenty-seven organizations are involved in Y.E.A.H. program implementation including CDFU, Straight Talk, MFDT, Save, Uganda AIDS Commission, Technical Advisory Team (10 organizations), Youth Advisory Groups (national and regional), Instituto Promundo, and Moringa Ogilvy. 
GDA: Safe Water : A very intense public relations effort was a central element of the campaign launch in Pakistan. The event and relevant information about water treatment and proper storage was covered by more than 70 Newspapers and magazines. The editorial and advertising value resulting from this intervention (plus some direct contribution from P&G) was equivalent to $361,152. In Ethiopia, P&G donated product for a total cost value equivalent to $8,316.
Bangladesh : More than $1 million was leveraged in the Bangladesh ARH project, including approximately $613,000 from UNICEF. The UNICEF funds include approximately $400,000 from the HIV/AIDS Prevention Program (for two TV spots, two Comic Books, Life Skills Dissemination Planning and workshops, formative research and strategy development for college youth, and peer education program development), $200,000 from the National Nutrition Program (four TV, six radio and two comic books) and UNICEF contributed $13,000 towards the airing of the first 13 episodes of the ARH TV Magazine program. The Ministry of Health and Family Welfare produced 800,000 copies of the Q and A booklets, leveraging approximately $80,000. Another $200,000 was leveraged with SAVE under the global funds as they are making 2 million copies of the HCP-developed ARH booklets and disseminating them through their networks. The ARH project is also piloting a new business model for materials dissemination where high quality materials are housed and marketed by a private production agency from which various agencies can order their materials at their own costs. 
