Theatre
Roadshow Campaign
An extensive
'Experiential' theatre and Roadshow campaign. The theatre Roadshow aspect
of the project represents this campaign's single biggest component.
This will feature touring, interactive theatre productions with strong
HIV/Aids and human rights themes but within the context of entertainment
and extensive audience participation.
The productions
will be in all relevant local languages and will feature local actors.
The shows will also offer platforms for speeches from community leaders
and people living with HIV/Aids, as well as providing workshops after
each performance.
The entire
Roadshow campaign will be buttressed by a mobile billboarding campaign
and in addition will distribute relevant prophylactics (male and female),
literature and merchandise whenever such material is available.
The shows
will target at least the following:
- Schools,
churches and other community centres (up to 1000 people per show)
- The workplace,
including army bases (up to 1000 people per show)
- Rural villages
(up to 5000 people per show)
- Urban centres
(up to 10 000 people per show)
Logistically,
the theatre Roadshow will make use of a Central Vehicle Set (CVS) (Mobile
Stage) as the base around which the communication effort will be built.
It will make use of 2 key means of communicating the theatre message.
Each Central
Vehicle Set (CVS) of teams will comprise a single Mobile Theatre
Team (MTT) and three Workshop Theatre Teams (WTT).
Each MTT will
consist of a team presenting from a large, truck-based staging facility
(Mobile Stage) and will stage a minimum of 15 shows per week for an
entire year.
Each WTT will
consist of 3 Theatre Teams, each team to work on the ground at selected
venues (e.g. schools). Each WTT will stage a minimum of 45 shows per
week for an entire year.
The staff
will be transported on a separate bus that travels with the central
vehicle.
The whole
campaign can either roll out simultaneously across the country, or it
can initially be launched into a single region with other regions rolled
out at intermittent intervals soon thereafter. The appropriate number
of teams relative to each region's needs would be launched.
Once the project
is rolled out across Africa, the teams will employ hundreds of people,
drawn from all the relevant countries. They will include operations
managers, event coordinators, scriptwriters, translators, cultural and
religious consultants, actors, drivers and technicians.
Each theatre
Roadshow performance, be it of the MTT or WTT variety, will feature
the following:
- The show
itself (approximately 50 minutes), titled 'Secrets and Lies'. 'Secrets
and Lies' has been critically acclaimed and has won the highest award
available for it to win, judged by peers in the advertising and communication
industries.
- A question
and answer session.
- Extensive
audience participation.
- Messages
from community leaders.
- Messages
from people living with HIV/Aids.
- The distribution
of literature, condoms (male and female) and merchandise. The conducting
of small workshops.
As importantly,
the shows would aim to offer awareness and service-delivery platforms
to as many relevant HIV/Aids and human rights-related structures and
organizations as possible. Exp.Momentum will engage them during the
pre-production phase.
The theatre
component of the campaign is central, as it is able to touch people
on every sensory and emotional level. Each CVS would potentially reach
about 2,5 million people per annum, personally and directly. This means
that 7 CVS's operating in South Africa will reach about 17,5 million
people personally, about 40% of the total population of South Africa.
If this campaign
is rolled out in Africa, it is anticipated that over 300 million people
can be touched personally.
Many more
people will be reached through its integration into campaigns that reach
beyond the actual theatre events.
- The linked
Counseling and Blood Testing facilities will ensure that local people
are touched beyond the theatre Roadshow campaign. They will share
their experience with their families and friends.
- Leverage
Live radio and TV broadcasts for the campaign.
- Local celebrities
will be encouraged to participate in and endorse the campaign. This
will lend additional weight and ensure further word-of-mouth endorsement
beyond the actual live theatre events.
- Local NGO's,
local Government offices and community leaders will be encouraged
to endorse the campaign, so further extending its reach.
Exp.Momentum
will try to ensure that all aspects of the campaign dovetail with and
complement broader partnerships and initiatives relating to HIV/Aids,
human rights and development in South Africa. Liaison would be at both
governmental and non-governmental level.
Liaison with
all relevant authorities and organizations with regard to the appropriate
supply of condoms (male and female), testing, counseling and care in
each region will be completed. Exp.Momentum will track the progress
of the campaign on an ongoing basis and report back to The Light of
Hope Trust on the success of the campaign.
It is proposed
that the entire campaign can be launched into all identified regions
of South Africa within four months of the go-ahead being given. Exp.Momentum
already has the necessary operational infrastructure to ensure that
the countrywide launch can be successfully implemented.
Objectives
and Contents
The shows
would be carefully researched, relative to the needs and nuances of
each country or region and would take into account key factors of language,
literacy, religion, gender and cultural diversity. Successful vernacular
versions have already been staged in South Africa, Nigeria, Tanzania,
Zambia and Senegal and the show has also been successfully adapted for
Islamic audiences.
The main objectives
of the shows would be as follows:
- To locate
awareness of HIV/Aids in a broader context of human rights awareness,
with particular emphasis on women and children.
- To create
awareness and understanding of the facts relating to HIV and
Aids versus common myths and misconceptions.
- To provoke
thought and attitude changes that will lead to responsible social
and sexual behaviour.
- To encourage
compassion, understanding, acceptance, support and nondiscrimination
towards people living with HIV/Aids.
- To encourage
audiences to pass the messages and information on to their sexual
partners, friends, families, children and communities.
In addition,
the shows will focus on the following:
- The fact
that 28 million people in Africa are living with HIV/Aids, with 90%
of them having contracted it from unprotected sex.
- The relationship
between respect for others, respect for oneself and responsible sexual
behaviour (the human rights context).
- The link
between sexually transmitted diseases and HIV/Aids.
- The fact
that there is no cure: no traditional or other doctor can get rid
of the disease, and you cannot cure yourself by, e.g. sleeping with
a virgin.
- Prevalent
myths and misconceptions relating to HIV/Aids.
- HIV testing
and the difference between HIV and AIDS.
- Demonstrations
illustrating correct male and female condom use.
- The need
for parents to talk to their children about sex.
- Prejudice,
fear and ignorance.
- The need
for women to empower themselves in order to fight the spread of the
disease.
- The importance
of individual responsibility in social and sexual behaviour.
Key Principles
of the Campaign
The content
and form of the proposed campaign is based on 2 broad guiding principles,
namely scale and upliftment.
Scale
The principle
of scale arises out of the magnitude of the HIV/Aids pandemic
in sub-Saharan Africa and the extent to which factors exacerbating the
spread of the virus are shared by all countries in the region. It is
on the basis of this that Exp.Momentum is proposing a campaign that
is as holistic, comprehensive, immediate and far-reaching
as possible. Once the South African model has been successfully
launched, consideration must be given to launching the same model into
all other countries of sub-Saharan Africa, preferably simultaneously.
Scale-Related
Factors
While HIV/Aids
is wreaking havoc on a global scale, Africa as a continent has been
by far the hardest hit: 28 million Africans are HIV positive and infection
rates remain high (particularly in relation to women and children).
Moreover,
awareness campaigns to date have generally not been comprehensive, and
have experienced varying degrees of success in altering people's perceptions
or behaviour. The problem is compounded by numerous factors shared by
most countries in sub-Saharan Africa:
- Large-scale
poverty (with attendant problems of malnutrition, low levels of education
and limited access to healthcare)
- A relatively
embryonic culture of human rights
- Regional
instability (resulting in the displacement of communities and populations,
and massive increases in rape and the exploitation of children)
- Civil war
- High levels
of unemployment
- Migrant
labour
- Xenophobia
- Restrictions
on access to information
- Traditional
attitudes towards women, birth control and sexual practices in general.
- Underdeveloped
infrastructures
- A lack
of government resources
- Varying
levels of democratization
Most of the
above list of problems is in evident in South Africa.
In relation
to HIV/Aids specifically, again certain commonalties present themselves
across all sub-Saharan Africa:
- Similar
demographic patterns of infection rate (urban areas, key risk groups)
- Similar
patterns of transmission (primarily heterosexual and postnatal)
- Shared
risk, vulnerability and impact factors (see 'upliftment' below)
The upshot
of all the above is that, while awareness campaigns in Africa need to
take into account regional and national specifics, the scale of the
problem of HIV/Aids and the strong regional overlap of issues, demands
a solution that is primarily Pan-African in character and application.
A Scale-Based
Response
The principle
of scale gives rise to the following:
key components
of the proposed campaign:
It would
have, as its foundation, a comprehensive demographic and epidemiological
assessment of each region of South Africa. This would include among
other things, identification and analysis of the following:
- Broad,
national demographics
- The National
HIV/Aids situation
- Risk behaviours
- Vulnerability
factors
- Areas of
high infection rates
- Culturally
sensitive factors impeding the reduction of infection rates
- The effectiveness
of existing awareness campaigns
- Human Rights
indicators
All the above
are essential in establishing relevant commonalties between regions
for the type of campaign being proposed. Equally they help establish
both where the campaign needs to be tailored to suit local circumstances
and nuances and which regions require prioritizing.
It is a key
feature of the campaign that it would facilitate each region 'taking
ownership' of its own part of a broader campaign (which itself would
provide a platform for additional, local initiatives), while also benefiting
from the application of proven and more generalized strategies, policies
and technologies.
The campaign
is extensively multi-sectorial, both in its reach and in respect
of the players it draws into the campaign:
It would target
and engage structures and initiatives at a continental and regional
level.
- It would
target and engage people, structures and initiatives at a national,
provincial, community, neighbourhood, family and individual level,
in a way that actively involved the NGO, CBO, Government and private
sectors. It would do this by, among other things, forming alliances
with key players, engaging them actively in the campaign and above
all, offering them a massive media and distribution platform for their
own initiatives.
- Ideally,
this will help drive policy changes at Government level, increase
public engagement of all relevant HIV/Aids and human rights-related
structures and institutions and contribute towards such structures
receiving increased funding. The multi-sectorial, community-based
aspect of the campaign represents its single biggest focus. It is
at this ultimately individual level, after all, that a real change
in awareness and behaviour has to take place. Over and above tapping
into and offering a platform to broader national and provincial initiatives,
the strategy would involve directly targeting and utilizing schools,
the workplace, places of worship and other community-based urban and
rural structures.
- In addition,
the campaign would seek to draw in and engage community and traditional
leaders, people with HIV/Aids, and popular local figures. Again, this
would involve strategic partnerships, active engagement and the affording
of appropriate media and distribution platforms.
- As with
its South African campaign, the broader African campaign, when launched,
would make extensive use of popular culture to reinforce HIV/AIDS
and human rights awareness messages. Besides the theatre Roadshow
campaign, this would involve the use of sporting and cultural events
and products and the involvement of African celebrities in propagating
key messages of the campaign. In addition to the profile they would
bring to the campaign, they would also be vital in helping counter
the stigmas associated with HIV/AIDS in particular.
At the risk
of repetition, all the above help exemplify a central objective of the
entire campaign, namely its contribution to the creation of a long-term
awareness, networking, servicing and distribution infrastructure, initially
for South Africa, but subsequently for the whole of sub-Saharan Africa.
As much as this infrastructure is a 'superstructure' for the sub-continent,
moreover, it will equally take root and develop specific, organic characteristics
from country to country.
Mass media
has to date been the key means of communication with the mass populations
of South Africa. Mass media is unable to meet the needs of the HIV/Aids
pandemic. It offers a one-way message that is not interactive.
The campaign
has a strong and credible identity, an essential element of any
campaign of this scale. There are 3 different aspects to this:
- It has
an authentic African identity (see 'Upliftment' below).
- From an
awareness and messaging point of view, it is an effective, credible,
established and impartial 'brand'.
- The campaign
relates to broader goals of development and the establishing of a
substantive human rights culture in South Africa and on the
continent. In this way it side steps 'information block' problems
increasingly associated with campaigns specifically and solely using
'HIV/Aids in their branding.
- The campaign
is long-term in its objectives and implementation. There are several
aspects to this:
- As already
argued, a key objective is to set up a long-term awareness, networking,
servicing and distribution infrastructure for the sustained benefit
of all sectors of South African and later sub-Saharan African society.
- It will
be able to offer substantial and sustained follow-up on all aspects
of the campaign, both to reinforce its messages and to counter such
common factors as complacency and the return of individuals to old
habits and behaviours.
- It will
offer a significant degree of flexibility over time to adjust the
campaign to such factors as changes in circumstance, instances of
where the campaign is not working optimally and instances of 'information
fatigue'.
The campaign
will be able to achieve enormous economies of scale:
- Through
its relatively centralized and already established extensive infrastructure,
Exp.Momentum will be able to effect low administration costs,
avoid duplication of country-to-country costs' and achieve
a high degree of coordination with the most rational allocation
of resources.
- The above,
centralization principle would apply as much to production costs
involved in the campaign.
- In all
aspects of service provision in the campaign, bulk discounts
will be secured.
The campaign's
scale and visibility would aim to generate a degree of African and international
momentum that would be difficult to ignore. This could only serve to
draw in as many key players as possible and make the campaign self-sustaining.
Scale, in other words, will drive total inclusivity. To the extent that
certain parties (e.g. governments with poor human rights records) choose
not to involve themselves in the campaign, they should be made conspicuous
by their absence.
Upliftment
The principle
of upliftment issues out of the key notion that a comprehensive response
to the problem of HIV/Aids in Africa has to take into account the related
perspectives of human rights and development.
Upliftment
Related Factors
Experience
of previous campaigns in Africa has shown clearly that awareness on
its own is not enough and that individuals also need to be able to have
control over their own risk situations. This would include having appropriate
negotiating and decision-making skills, but most importantly, it would
relate to one having a developed sense of one's own rights. In
the context of the campaign being proposed, these rights would specifically
include the following:
- Respect
for the rights of others (women and children in particular).
- The rights
to information and education.
- Freedom
of expression and association.
- The rights
to liberty and security.
- Freedom
from inhumane or degrading treatment.
- The rights
to privacy and confidentiality.
It goes without
saying that the extent to which these rights are lacking or are violated,
has a direct impact on individuals' risk and vulnerability. This is
compounded by the specific features of HIV/Aids that 'aid and abet'
the conspiracy of denial and silence still surrounding the pandemic:
- Behaviours
that spread HIV/Aids largely take place in private.
- There is
a significant lag between infection and visible signs of illness.
- Direct
causes of death are from a variety of more 'socially acceptable' diseases
such as TB or pneumonia etc.
All the above
reinforce the cycle of fear, discrimination and stigmatization surrounding
HIV/Aids and further deter individuals from disclosure and debate and
from seeking testing, conseling or treatment.
A comprehensive
response to the problem of HIV/Aids in Africa has to acknowledge the
extent to which it is a development issue.
As already
indicated, the socio-economic problems besetting the continent are enormous.
Moreover, as much as they reflect the impact of HIV/Aids on all countries,
they equally reinforce and exacerbate risk and vulnerability factors.
Socio-economic factors figuring in this regard would include at least
the following:
- The increasing
marginalisation and exploitation of women and children.
- Limited
access to already depleted and under-resourced health and welfare
facilities.
- Limited
access to already depleted education structures.
- Under-resourced
private and public sectors.
- Arising
out of the above, increasing levels of unemployment and poverty.
- The disintegration
of family structures.
- The breakdown
of community support structures.
Broadly speaking,
the upliftment principle referred to above aims to communicate an HIV/Aids
message within the broader contexts of a human rights message and development-related
goals. In the most primary sense, this amounts to an attempt simply
to weave an HIV/Aids message into the broader fabric of peoples' lives,
thereby helping to destigmatise the disease and bring it into the open.
This approach also involves moving away from branding the campaign solely
with the HIV/Aids name itself.
An Upliftment
based Response
Taking all
the above into account, the upliftment based approach has the following
key components:
The central
HIV/Aids awareness messages of the campaign would be located within
a broader context of developing a substantive culture of human rights
on the continent: self-empowerment; respect for others; the free flow
of information and ideas; freedom of economic activity and the broad
process of democratization sweeping the continent.
The key aspects
of the campaign would themselves represent a celebration of expression
in all its forms, be they spoken, written, cultural or artistic.
The awareness
campaign will link into and, wherever possible, contribute towards the
initiation of key developmental initiatives in Africa. There
are several aspects to this:
- The development
of a substantial human rights culture in Africa is inextricably bound
up with those factors related to its long-term economic development.
These would
include the rights to free economic activity and self-empowerment and
the rights of marginalized groups to function freely in society.
- On its
own, the campaign focuses heavily on extensive job creation: all four
pillars of the campaign rely exclusively on the direct engagement
and employment of African expertise in several areas, be it in the
informal, public, NGO or private sectors. The employment directly
generated by the campaign in each country would include that of cultural
workers, media workers, translators, local publicists and promoters,
printers, local security contractors, local amenities contractors,
riggers, drivers, regional and community coordinators and so on. The
employment indirectly generated by the campaign, given its scale and
visibility, has the potential to be enormous (see below).
- To reiterate,
the campaign is a campaign by Africans, for Africans and the opportunities
and possibilities it will create will all be directed back into the
continent.
- Direct
and indirect job creation aside, the campaign would involve a massive
injection of capital into the continent. Directly, capital purchases
(equipment, trucks, IT, etc.) can in the future be ploughed back into
the campaign or alternatively directed into other development initiatives;
in addition its implementation involves a direct flow of money into
African media sectors, service providers the transport and hospitality
industries, and so on. It is a key feature of the campaign (re: 'scale')
that it offers a lean operating structure that is low on administration
costs and high on service delivery. As all the attached budgets reveal
the campaign is able to offer a maximum, indeed near exponential return
on awareness and upliftment relative to expenditure.
- In relation
to the theatre Roadshows and awareness events in particular, the campaign
is heavily committed to the employment, showcasing, upliftment and
promotion of African arts and culture.
- This is
as much a function of the power of popular culture to increase awareness
and mobilization around key issues as it is a recognition of the need
to give African culture a greater continental and international power
and profile.
- In addition
to giving African culture strong domestic and international media
and performance platforms, the campaign would directly employ and
engage thousands of artists, actors, performers and cultural workers,
be they world-renowned or simply community-based. As importantly,
it would offer them high production standards and the opportunity
to make a real impact on audiences.
- In addition
to its central role as an HIV/Aids, human rights and development awareness-vehicle,
the entire campaign would function as a massive 'advertisement' or
marketing campaign for the whole of Africa: the celebration of African
identity and cultural diversity, Africa looking to itself to address
its problems, and so on. In this regard, the campaign should seek
to dovetail with broader tourism initiatives, international exchanges
of trade, development and culture, and international media organizations
(e.g. MTV, BBC, CNN).
- It is also
anticipated that the international awareness and visibility generated
by the campaign will help draw in additional development funding and
generate a range of initiatives in different areas.
Counseling
A special
counseling facility has been designed to be incorporated onto each CVS.
It will be Exp.Momentum's job to ensure that qualified Counselors are
employed and their progress monitored.
HIV BLOOD
TESTS
A room has
been designed to be incorporated into the CVS to allow those members
of the community that would like to undergo a blood test to be able
to avail themselves of this facility. The blood samples will then be
handed to the local clinic or hospital for analysis. The individuals
that have undertaken the blood test will be told to collect the results
of their test at a given time from the local clinic or hospital.
Key Strategies
The Exp.Momentum
HIV/Aids Awareness campaign within the overall Light of Hope campaign
is driven by 5 key strategies:
'Experientialism'
An experiential
strategy is simply one that seeks to engage all senses and emotions
in communicating key messages to people. In all aspects of its campaign,
Exp.Momentum would aim to communicate messages of HIV/Aids awareness
and general upliftment by appealing to people on as many levels as possible.
This is particularly the case with the theatre Roadshows and the awareness
events: an individual must come away from these events having had all
his or her senses and emotions fully engaged, be it through humor, pathos,
audiovisual spectacle, a sense of pride, participation and identification
or indeed, sheer enjoyment. It is in this way that overwhelmingly important
issues such as HIV/Aids and human rights can properly be brought into
the open and woven into the everyday fabric of life in Africa.
Far from being
a woolly or mystical notion, the experiential strategy reveals itself
concretely in the media and communication vehicles being proposed for
the campaign, coupled with the production standards associated with
them.
Integration
Putting it
simply, while different aspects of the campaign reach different sectors
of African society in different ways, they are also designed to reinforce
each other. Media coverage would create awareness around the theatre
Roadshows and the theatre Roadshows will in turn reinforce the coverage
gained through the classical media types.
'Exponentially'
All aspects
of the campaign are designed to deliver an exponential return on awareness
relative to expenditure. For example, while a MTT event might draw an
immediate crowd of 10 000 people, its actual awareness impact via extended
publicity and pre- publicity would extend to hundreds of thousands if
not millions of people.
Modularity
While, as
argued, the whole campaign will have its greatest impact through being
implemented holistically, nevertheless it is modular in its structure.
There are different aspects to this modularity:
- Insofar
as the various components of the overall campaign are relatively freestanding,
they can be given varying degrees of emphasis.
- The campaign
can be conducted on a regional or even a national basis, rather than
on a pan-African one
- Inasmuch
as the campaign can be 'tailored downwards', it can equally be 'tailored
upwards': increases in funding, in other words, will result in proportionate
increases in awareness and service-delivery.
In one sense,
the modularity of the campaign offers potential funders a degree of
flexibility in relation to their own resources, requirements and priorities.
Equally, however, it offers the campaign itself the flexibility to adjust
to varying circumstances or new possibilities that might present themselves.
Coordination
It goes without
saying that a campaign of the scale being proposed here would require
an enormous amount of coordination, expertise, technical knowledge and
infrastructure. Both through its extensive experience in South Africa
with campaigns of this kind and through additional activities and research
in Africa, Exp.Momentum is clearly able to offer the necessary support
and infrastructure to The Light of Hope.
As importantly,
it would be able to roll out the entire campaign within 4 months of
receiving the go-ahead.
All of the
regional and national offices, both in South Africa and across sub-Saharan
Africa are already in place to oversee a broad, multisectoral partnership.
Problem
Statement
Key problems
to be addressed
As already
outlined in the introduction, Africa is the midst of an HIV/Aids pandemic
of overwhelming proportions. This is rooted in a host of socio-economic
problems shared by most African countries, and is compounded by a vicious
circle of mutually reinforcing risk, vulnerability and impact factors.
This would
indicate that awareness campaigns to date have had relatively little
effect in altering people's perceptions or behaviour, a few success
stories notwithstanding.
Beneficiaries
The primary
beneficiaries of the project would be the general population of each
country (with particular focus on the youth and women).
The secondary
beneficiaries would be those people that gain employment opportunities
out of this project, together with the dedicated HIV/Aids related, human
rights related and development related structures and institutions of
each country. It is anticipated that once public awareness of these
issues has increased, this will result in changes in lifestyle and behaviour,
and will translate into greater public engagement of the structures
outlined above this in turn should drive initiatives to increase the
funding such structures and institutions receive.
PROJECT
DESCRIPTION
Objectives
The primary
long-term objectives of the project are as follows:
To increase
awareness around the prevention of the transmission of HIV/Aids throughout
South Africa and subsequently across sub-Saharan Africa, so as to alter
people's life choices and behaviour and reduce infection rates.
To achieve
the above within the contexts of raising human rights awareness and
helping stimulate development initiatives.
To contribute
towards the creation of a multi-sectoral, African-owned, awareness,
distribution and service-provision infrastructure that is credible and
accountable, and that can help service Africa's needs in aspects of
HIV/Aids awareness and care, human rights awareness, and development.
To implement
successfully the short-term objectives outlined below, with a view to
expanding the campaign on a long-term basis.
Related to
the above, the short-term objectives of the project are as follows:
Phase
1: Pre-production
- To finalize
the budgets and itineraries for the South African theatre Roadshow
campaign.
- To employ
all staff for the theatre Roadshows and the Counselors for the linked
Counseling segment of the CVS.
- To employ
Nursing Sisters for the taking of blood in the facility provided by
the CVS.
- To oversee
the entire training and pre-production aspects of the theatre Roadshows.
- To visit
local clinics and hospitals to inform them of the pending activity
and to ensure that they are geared to be able to handle the influx
of blood tests and interviews that will flow after the CVS has left
the area.
- To establish
ongoing contact with all local government and non-government personnel
working on HIV/Aids across the different regions of South Africa.
Phase
2: Rollout
- To roll
out the key aspects of the campaign.
- To report
back every 3 months on the status of all aspects of the campaign to
The Light of Hope Trust.
Phase
3: Report-back and Evaluation
- To provide
a detailed report-back, evaluation and audit of the project to The
Light of Hope Trust and the donar organizations, such that groundwork
is laid for its future funding and expansion.
- To commission
an independent audit and evaluation of the entire project.
Results
In relation
to its long-term objectives, Exp.Momentum and the alliance partners
expects the following results from the project:
- A massive
increase in HIV/Aids awareness throughout South Africa and subsequently
sub-Saharan Africa, resulting in changes in lifestyle and behaviour
and a drop in rates of infection.
- An increase
in the use of condoms (male and female) and other prophylactics.
- An increase
in human rights awareness, resulting changes in behaviour.
- An increase
in development-related initiatives and projects.
The anticipated
results related to the project's short-term objectives are as follows:
Phase 1:
Pre-production
- The delivery
of all relevant contracts, budgets, itineraries and pre-production
commitments of the theatre Roadshows.
- A total
budget incorporating all aspects of the campaign to be managed by
Exp.Momentum. Both of these elements are included herewith.
Phase
2: Rollout
- Full delivery
all aspects of the entire campaign.
- Regular
report-back on the status of the campaign (1 report every 3 months).
Phase 3:
Report-back and Evaluation
Delivery of
the Exp.Momentum final reports and audit. The submission of a detailed
independent evaluation and audit of the entire project.
Activities
The project's
key activities are clearly outlined in the introduction relating to
the various phases and key aspects of the project.
Assumptions
The central
assumption of the project is that, now more than ever, Africa is in
urgent need of a bold and comprehensive HIV/Aids awareness strategy
that will alter people's behaviour and lifestyle and reduce rates of
infection. Moreover, it is a campaign that has to be linked to broader
projects of upliftment and development.
Implementation
and Means
The entire
project will in the main be coordinated, organized and supervised by
Exp.Momentum in close conjunction with The Light of Hope Trust.
Sustainability
Exp.Momentum
has a proven track record in Africa, having operated on this continent
for a period of 20 years. The company is well respected and reliable.
Indicator
of Success
These would
include at least the following:
- A comprehensive
report-back on all attendance, media time and liaison.
- The Exp.Momentum
final report.
- An independent
evaluation of the entire project, including an audit, an impact assessment
and, where possible, market research as to the success of the campaign.
Evaluation
- At the
end of the project, Exp.Momentum will provide its own, detailed report
on the project, complete with an audited budget.
- A comprehensive
and independent report on the entire project will be commissioned
