South Africa faces a quadruple burden of disease. Communication is one tool to reach many citizens with the information they need to make healthy decisions and to promote access to potentially lifesaving services. The South African National Department of Health wanted to develop a national communication strategy to address HIV, TB and the associated risk factors and comorbidities.
Genesis, in partnership with the Centre for Communication Impact, was commissioned by the Bill & Melinda Gates Foundation to support NDoH in developing a communications strategy. We undertook a review to determine what communication had been effective before and to understand key learnings. We interviewed experts to understand what key messages should be delivered and how these could best support NDoH’s annual performance plan (APP).
We then designed a framework to guide HIV/TB communication and ensure it was aligned to the national APP targets. The framework was handed to NDOH to use in prioritising communication to drive measurable behaviour change.