Communication activity authorization document

Communication tools will range from large-scale mass media and social marketing programs to more targeted group and community behavior change interventions, networking, and communication for social change, as well as interpersonal communication. Activities will help develop models of communication that address longer-term and sustainable normative shifts in behaviors and policies beyond the individual level, such as community mobilization, networking, and communication for social change. This activity will result in measurable changes in key behaviors, social norms, and policies among target populations. Examples include: increased and continued rates of contraceptive use, improved immunization rates; policies that support increased consumption of vitamin A and other micronutrients; social norms of increased rates of breastfeeding; a system with trained attendants at birth; correct bednet use; hand washing and other hygiene behaviors; increased and correct use of Directly Observed Treatment, Short-course (DOTS) and of antibiotics, especially treatment for acute respiratory diseases (ARI). Communication also will address the cluster of activities necessary for behaviors around HIV/AIDS care, prevention, support, and treatment, with particular focus on reduction of stigma and unsafe sexual practices as well as increased condom use. The activity, which will be carried out over 10 years, will identify and work with in-country implementing partners and institutions with the aim of increasing their capacity and shifting away from USAID"s primary reliance on U.S.- based contractors/grantees. The activity will also increase support to USAID Missions to design communication projects. (Author abstract, modified)