Behaviour change is possible

1. Page 1GIZ MHIVP SA17/06/2013
STEPS FOR THE FUTURE
the use
of documentary films
for HIV and AIDS
Behavioural Change Communication
Reflections form GIZ South Africa
Bernd Appelt
17.05.2013

2. Page 2
Experiences with Steps
GIZ MHIVP SA17/06/2013
2011 Initiated through the Sector Initiative PROFILE as part of a multi-country project
through a financing agreement with the introduction of the methodology in 2 provinces
(Eastern Cape and Mpumalanga)
2012 Financing agreement through MHIVP project
• Production of 3 local documentaries
• PULMA - a bright young girl who’s lifestyle leads her down a dangerous road
• THE STUDIO – 2 young men finding a way out of trouble through their shared love of music
• WILL TO CHANGE - A couple working on a farm in EC - story of a life turn from drug abuse to leader
role)
• Development of a facilitator guide on substance abuse
• Training of trainers workshop for 15 selected PO in collaboration with ECAC and
MPAC and support to 50 screenings reaching more than 2.000 people

3. Page 3
Strength
GIZ MHIVP SA17/06/2013
 Films are a good way to win people’s attention and to avoid “HIV sulkiness”
 In documentary films people see their friends and peers in their real live
settings and not actors in fictitious stories
 Locally relevant key social drivers of the HIV epidemic can be addressed
 It is not an outsider who talks about the uncomfortable truth of social ills:
alcohol and substance abuse, multiple concurrent partnerships, Intergenerational
and transactional sex and social inequalities, marginalization, stigmatization and
discrimination.
 Community screenings are a very powerful tool that evokes emotions and
opens the door for an open discussions.
 Facilitators are guiding and moderating the discussion and can help to come
to conclusions and to identify local community driven solutions or initiatives

4. Page 4
Weaknesses
GIZ MHIVP SA17/06/2013
 Impact of community screenings on any behaviour change is difficult to
measure
 The emergence of active and open dialogue depends very much on the skills
and trust of the facilitator.
 The documentary films can evoke strong emotions (e.g. rage, vengeance,
sorrow, despair) amongst the audience, which need to be steered into peaceful
solution oriented interactions.

5. Page 5
Opportunities
GIZ MHIVP SA17/06/2013
 Lack of social events in communities and people
 In the context of a general HIV and AIDS fatigue BCC becomes ever
more challenging
 There are already more than 50 documentary films with which one can
start and try the approach at very little cost
 The programme is ready for implementation
 Costs can be controlled and are within the reach of local budgets
 If new documentary film are required costs and process is outlined and
time frames are easy to be established

6. Page 6
Challenges
GIZ MHIVP SA17/06/2013
 Promotion of the approach and accessibility of the resources
 Some participating organisations lacked film equipment to introduce
facilitated screenings into their programs.
 There is a need for more locally produced films and local language
versions of existing films
 Power cuts in rural areas
 Commitment at local level to invest in BCC interventions and a donor
dependency syndrome

7. Page 7GIZ MHIVP SA17/06/2013
BEHAVIOUR CHANGE IS POSSIBLE