Interventions > Interpersonal Communication

Interpersonal Communication (IPC)

In addition to behavior change communications (BCC) through mass media, AIDSMark programs focus extensively on interpersonal communication (IPC) as a BCC channel. Proven to promote behavior change, IPC is a communication approach that takes place between a trained agent and a member or several members of a specific target population. It is an ideal technique to engage hard-to-reach groups such as men who have sex with men (MSM), sex workers (SWs), injecting drug users (IDUs), or uniformed services personnel.

The goal of IPC interactions is to support behavior change by addressing the underlying causes of risk within the target population and to improve skills and self-efficacy among high risk groups.

Improving the Quality of IPC
As AIDSMark continually strives to improve the quality of IPC program development and implementation we have developed a toolkit in English and in French that provides guidelines on how to design an IPC program. AIDSMark also funded the design of a participatory IPC workshop that aims to build the IPC capacity of PSI’s local offices help participants better understand the principles of IPC programming and how to problem-solve within existing IPC programs. AIDSMark staff also continually provides technical assistance to improve IPC program implementation and material development.

IPC to Reach High Risk Groups
In partnership with USAID and with support from AIDSMark, PSI/India implemented an integrated HIV/AIDS/STI intervention program known as “Operation Lighthouse” (OPL) to reach high risk groups. Selected target groups include sex workers, truckers, fisherman, and port workers. Most communication is conducted through diverse and intense IPC activities that focus on one message for 3-6 months, before moving on to a health new message. Messages are conveyed using various forms of edutainment and hands-on activities and are supported with constant STI and VCT service promotion. OPL focuses on reaching 20% of all target individuals each month with each type of activity, which results in reaching each individual more than 7 times over the year.

In Central America, AIDSMark helped fund the Pan American Social Marketing Organization (PASMO) which conducted an IPC program known as “Viviendo la Vida” to address the HIV prevention needs of MSM. Each Viviendo la Vida module utilizes existing social networks to recruit participants. Interactive program activities are designed to increase risk perception for STIs and motivate MSM to adopt healthier behaviors. The social network approach allows the program to reach more MSM who do not self-identify as gay or bisexual.

IPC to Complement Mass Media Programs
IPC is also used to complement mass media in order to comprehensively address a health issue. AIDSMark developed an IPC program, “Safe from Harm,” to increase the quantity and improve the quality of parent/child communication about sex, HIV/AIDS, and adolescent social pressures. A lack of parent/child communication was identified by research as a key barrier to abstinence. In Zimbabwe, PSI staff worked with representatives of the faith-based community to customize program manuals with scripture, train religious leaders as program facilitators, and provide continued technical and research support to implementing congregations. Since program launch in September 2005, 140 religious leaders have been trained and 1568 parents and 1633 adolescents have participated.

IPC to Create Demand for Products or Services
From 1998-2005, AIDSMark supported the development of an expanded HIV/AIDS program that included social marketing and IPC in the Democratic Republic of Congo (DRC). In the early years of the program, activities focused primarily on youth, sex workers (SW), and uniformed services personnel. The SW program component aimed to reduce high risk behavior by increasing condom awareness, correct and consistent condom use, and successful condom negotiation skills. Complementing mass media messages that promoted Prudence condoms, the IPC activities helped lead to an increase in condom sales and condom use behavior.