Arresting the spread of HIV/AIDS in Papua New Guinea through Knowledge and Social Change (KASC)

Participatory Awareness raising and behavioural change among the young

A joint initiative of the Divine Word University (DWU-Madang) and the UK-based PEGS organisation in association with The Foundation for Development Corporation, Australia

Project issues and outcomes from an integrated approach

The rapid ongoing spread of HIV/AIDS in Papua New Guinea is a serious economic, medical, political and social problem not only for the concerned individuals and their families but also for the nation as a whole.The runaway spread of HIV/AIDS is now a burgeoning threat to the very existence of Papua New Guinea, and, unchecked, it will menace the whole Pacific area. It is already ripping the fabric of the country, striking virtually every sector of society and threatening to cripple the economy and what few resources there are left to confront it.

But the frightening reality is that the best efforts of government, NGO's and community groups are not making any measurable improvement.

Clearly, two crucial preventive avenues...learning from the harrowing experiences of others and knowing how to harness available resources..... have been barely explored.

1) PNG must draw upon the spiralling tragedy of Southern Africa, recognising and accepting it as a global teacher

2) PNG has to explore the relevant perceptions and belief systems of its own indigenous people. It's essential that their perceptions to the various HIV/AIDS awareness messages are analysed as a matter of urgency.Critically, that focus must include an evaluation of how they adapt their traditional beliefs and cultural norms to their fairly recent introduction to Western ways. This is the key to discovering how this is influencing their everyday sexual behaviour.

One of the most valuable features of the KASC project will be the involvement of a Zambian medical doctor, Dr Edwin Mapara, who has studied the socio-medical aspects of HIV/AIDS in Southern Africa for over 20 years. A further vital critical feature will be a focus on the different variables influencing continuing unprotected sex with multiple partners that further accelerate the spread of the pandemic.

The outcome output will be an evaluated pilot programme that will design and implement a Social Marketing Strategy based on an in-depth understanding of culturally determined behaviour derived from sound Culturally-Adapted Social Market research ([i][i]). KASC will especially target young people especially in a new bid to change existing sexual practices, which we know will both arrest and reduce the national infection rates. It will also break down the existing barriers between the infected and the community at large as well as their own families and friends. Both of these objectives go hand in hand.

Project Structure

KASC will be a collaborative effort that will combine the relevant skills and experience available at DWU, PEGS and FDC in order to make a decisive impact in the war on HIV/AIDS in PNG. PEGS has a recognised team of experts skilled in communication techniques that together published highly acclaimed Manuals covering both Culturally-Adapted Social Market Research (CASOMAR) and Social Marketing (CASM) criteria.[ii][ii] These very manuals are currently being translated into Tok Pisin (PNG's lingua franca) for use and distribution by our Divine Word University partner.

PEGS team members also have a good record in conducting training workshops for trainers of local investigators and associated operators. PEGS members are anxious to contribute their expertise to train DWU staff so that they, in turn, can train local investigators/operators in CASOMAR and CASM skills to both arrest and then drive down PNG's soaring HIV infection rates.

The Foundation for Development Cooperation (FDC) partner is also poised to play an integral role in our CASM campaign by compiling in-country and participatory user-friendly CD-roms that will accelerate dissemination. FDC would also contribute its significant experience in the promotion of income-generation among the HIV/AIDS affected communities.

With the national economy generally in need of such initiatives, this is an activity that can help close off the avenue of prostitution that's presently seen by many women as the only alternative to absolute poverty and individual survival.

This project will clearly demonstrate the advantages that can be derived from a participatory, multi-dimensional and analytical approach to the socio-medical aspects of HIV/AIDS that opens up channels of upward communication. The project will will also explore innovative and sustainable communication methodologies designed to attract and interest young people.

This KASC project will provide a model well worth replicating in other societies to help them win their battles with AIDS. Moreover, its legacy will be cadres of PNG citizens with socio-medical skills that will provide the country with some of the specialised personnel it still badly needs.

Financial Implications: This three year multi-dimensional project will cost US$ 827,350 with the three participating organisations providing as much as 20 per cent of the total.

For further information please contact:

Fr. Jan Czuba, President DWU, PO Box 483, MADANG, PNG
Tel: (675) 852-2937
Fax: (675) 852-2812
e-mail: jczuba@dwu.ac.pg

or

Dr. T. Scarlett Epstein, Director PEGS, 5,Viceroy Lodge, HOVE BN3 4RA . UK
Tel/Fax: +44-(0)1273-735151
e-mail: scarlett@epstein.nu

or

Ms. Beris Gwynne, Executive Director, FDC
Level 2,283 Elizabeth Street, (PO Box 10445 Adelaide Street)
BRISBANE QLD 4000
Tel: 61 73236 4633
Fax: 61 73236 4696
e-mail: info@fdc.organism.au

[i][i] See: T. Scarlett Epstein (1988) A Manual for Culturally-Adapted Market Research in the Development Process, RWAL Publications
(1991) A Training Manual for Development Market Research Investigators, BBC World Service
(1999) A Manual for Culturally-Adapted Social Marketing – Health & Population,Sage Publications (India)

These three Manuals are already being translated into Tok Pisin for publication by the DWU, Madang, PNG.

[ii][ii] See: T. Scarlett Epstein, (1988) A Manual for Culturally-Adapted Market Research in the Development Process. RWAL Publications, Hastings, UK
(1991) A Training Manual for Development Market Research Investigators BBC WORLD SERVICE, London, UK
(1999) A Manual for Culturally-Adapted Social Marketing – Health & Population, Sage Publications, New Delhi, India