CUSTOMIZED COMMUNICATION DELIVERY THROUGH RISK-BASED SEGMENTATION STRATEGY:

Prioritized service delivery is one of the key principles in outreach in Aastha. It is based on the principle that not all KPs are at the same risk of transmission, even if all KPs are at a high risk. Consequently not all KPs need the same services in same degree of frequency and urgency. Thus, risk based segmentation is done to classify KPs on the basis of their client volume, HIV/STI status, time in the project, number of visits to clinic and the degree and extent of risk taking behavior. This segmentation is supported by specific communication packages which enable the outreach team to categorize and plan strategic behavioral communication (SBC) accordingly.

Aastha Strategic Behavioral Communication Strategy:

The segmentation is 2 fold: based on typology as well as on risk & vulnerability level.

 

Segmentation based on typology:
1. Brothel- based KPs.
2. Lodge- based KPs.
3. Home- based KPs.
4. Floating KPs.
5. Bar girls.
6. Male KPs.
Segmentation based on risk and vulnerability:
1. New KPs.
2. Aastha Ambassadors.
3. Low Risk KPs.
4. At Most Risk KPs.
5. HIV +ve KPs.
 
The Aastha project claims one of the largest repositories of communication material. ‘Communication hooks’ are used to involve KPs into meaningful discussions on the basis of topics which she/ he can relate with. Hence, money, beauty and love are extensively used as communication hooks.
Key Features:
1. Segmentation of target audience based on risk and vulnerability levels, to sharpen need- based focus and consequently maximizes communication impact.
2. Based on the KP Segmentation, need-based, interactive packages for SBC in the field.
3. Incorporation of cross- cutting components of community mobilization and stigma reduction in all Packages.
4. Strategy for targeting various stakeholders with communication messages to indirectly decrease the KPs’ risk and vulnerability.
5. Use of relevant and “attention- grabbing” Communication Hooks to capture the imagination of the KPs.