PSI Promotes PMTCT services through Cuoc Song Moi Campaign

PSI collaborates with provincial government partners and community-based organizations to leverage Vietnam's social communications infrastructure and existing public health systems. Research conducted by PSI identified barriers to HIV testing among pregnant women, including misconceptions about HIV transmission and the availability of prevention measures. To address these barriers, PSI developed the Cuoc Song Moi campaign, which emphasizes the importance of early testing at PMTCT centers for the health of the baby. The campaign delivers messages through a mix of communication channels, including outdoor advertising, print media, online platforms, and interactive communication tools. Outreach workers from community-based organizations play a crucial role in promoting PMTCT messages and distributing targeted information, education, and communication (IEC) materials to pregnant women and service providers. These materials are designed to educate women about the risks of HIV transmission and the benefits of early testing and treatment. By promoting PMTCT services, PSI aims to reduce the number of HIV-positive pregnant women and prevent mother-to-child transmission of HIV. The Cuoc Song Moi campaign has been successful in promoting early HIV testing among pregnant women. For example, Tran Thi Tuyet, a pregnant woman from Ha Noi, Vietnam, was initially hesitant to get tested for HIV due to misconceptions about the disease. However, after receiving guidance from an outreach worker, she decided to get tested and ultimately tested negative for HIV. Tran's experience highlights the importance of promoting PMTCT services and addressing misconceptions about HIV transmission. PSI's PMTCT communication activities are part of a comprehensive response to HIV prevention in high-prevalence provinces in Vietnam. The program includes promotion of HIV-related products and services, as well as targeted behavior change communication messages among most-at-risk population groups. By promoting early HIV testing and PMTCT services, PSI aims to reduce the number of HIV-positive pregnant women and prevent mother-to-child transmission of HIV in Vietnam.