KEY MESSAGES, COMMUNICATION HOOKS AND INTENDED BEHAVIORAL OUTCOME

Package Material Key Message Communication Hook Intended Behavioral Outcome
New KP Who is the Most Beautiful? Attractiveness is key to good income Beauty Improved health seeking behavior
Your Beauty Parlor Simple beauty tips Beauty Rapport with project outreach team
Before & After Inner health is essential for outer beauty Beauty Improved health seeking behavior
Program Information Flip Book Key services provided by the project NA Uptake of project services
Cream Bottles STIs can be asymptomatic; some can only be revealed by medical examination. Beauty Uptake of internal examination services
Concentric Circles One’s future is based upon one’s choices in the present Wealth & Happiness Reduced high risk behavior
Wish Bubbles One’s wishes can be fulfilled with appropriate saving habits Money Savings and wise spending of earnings
Suicide Engaging in continued risk behaviors can be as good as taking one’s own life Curiosity Reduced high risk behavior

Package Material Key Message Communication Hook Intended Behavioral Outcome
Lower Risk KP Magnet Cut-outs STIs can be contracted from trusted regular partners Lover Consistent condom use with regular partner
Colored Sleeves HIV infection can only be revealed by a blood test. Curiosity Uptake of voluntary counseling and testing for HIV
Makeup Kit HIV infection can only be revealed by a blood test. Beauty Uptake of voluntary counseling and testing for HIV
Green Piano Fold Safe behaviors can lead to a long and healthy life Self-Identification Increased safe behaviors
Illusion Condom protects against STIs and HIV Entertainment Correct and consistent condom use
Broken Mirror Risk behaviors will lead to undesirable consequences Beauty Reduced high risk behavior
Match the Protection Condom protects against STIs and HIV Entertainment Correct and consistent condom use

Package Material Key Message Communication Hook Intended Behavioral Outcome
Higher Risk KP Gift Box STIs can be asymptomatic; some can only be revealed by medical examination. Curiosity Uptake of internal examination services
Litmus Test STIs can be asymptomatic; some can only be revealed by medical examination. Curiosity Uptake of internal examination services
Jack-in-the-Box HIV infection can only be revealed by a blood test. Curiosity Uptake of voluntary counseling and testing for HIV
Heart Book STIs can be contracted from trusted regular partners Lover Consistent condom use with regular partner
Acrylic Slots Sex work means being in a continuous ‘window period’ Self-Identification Regular uptake of repeat HIV testing
Hands of Choice Our future financial security is in our hands Money Savings and wise spending of earnings
Drowning in Risk Continuous risk behaviors will lead to undesirable consequences Self-Identification Reduced high risk behavior
Edge of Danger Unsafe sex is dangerous Child Reduced high risk behavior
Fake Notes Spending money on undesirable habits is wastage Money Savings and wise spending of earnings
Face Masks Risk behaviors will lead to stress and worry Entertainment Reduced high risk behavior
Love Garden STIs can be contracted from trusted regular partners Lover Consistent condom use with regular partner

Package Material Key Message Communication Hook Intended Behavioral Outcome
PLHIV KP Red Piano Fold HIV does not mean AIDS and immediate death Self-Identification Positive living
Tablet- Face puzzle Adherence to medication is important for maintaining good health Self-Identification Improved ART adherence
In the Clutches of AIDS Continued risk behaviors despite detection of HIV Positive status will lead to undesirable consequences Self-Identification Positive living
Flower Petals PLHIVs must not self – discriminate Curiosity Improved self-esteem and positive living
ART & CD4 ART registration and regular monitoring of CD4 counts is important to maintain good health Self-Identification Increase in ART registration and regular CD4 testing
Chocolate Box PLHIVs must not self – discriminate Curiosity Improved self-esteem and positive living

Package Material Key Message Communication Hook Intended Behavioral Outcome
Aastha Ambassador Crown A KP who practices safe behavior is a role model for the community Esteem Increased self-esteem and pro-activeness in community leadership
Garland A KP who practices safe behavior deserves respect in the community Esteem Increased self-esteem and pro-activeness in community leadership
Passing the Light Information received should be used to empower others in the community Esteem Increased self-esteem and pro-activeness in community leadership

Package Material Key Message Communication Hook Intended Behavioral Outcome
Community Mobilization Places of Visit There is strength in numbers Unity Community cohesiveness and mobilization
Tree of unity The community must be united despite the diversity of its members Unity Community cohesiveness and mobilization
Weakness to Strength There is strength in collectivization Unity Community cohesiveness and mobilization
Spot the Difference Benefits of being members of community self- help groups Unity Community cohesiveness and mobilization
One v/s Many There is strength in collectivization Unity Community cohesiveness and mobilization

Package Material Key Message Communication Hook Intended Behavioral Outcome
Stigma and Discrimination Face Puzzle Stigma and discrimination adversely affects a PLHIV’s life Empathy Empathy towards PLHIVs
Light & Darkness Box Stigma and discrimination adversely affects a PLHIV’s life Empathy Empathy towards PLHIVs
Mirror Book HIV can happen to anybody Empathy Empathy towards PLHIVs