May 18, 2007	Friday	Jamadi-ul-Awwal 01, 1428

ISLAMABAD, May 17: The Punjab Aids Control Programme has launched a major interpersonal communication initiative at the district level in Punjab to create awareness of HIV/Aids.

This was stated at a workshop held at a hotel in Rawalpindi which was attended by representatives of Punjab Aids Control Programme, NGOs and other civil society members, representing Rawalpindi district.

The purpose of the workshop was to create functional relationships with NGOs/CBOs and other civil society representatives who were implementing community based projects in Rawalpindi district.

On the occasion, a message of Dr Ali Razaque, Project Director, Punjab Aids was read out. In his message he stated that latest research shows that emphasis should shift from persuasion through purely mass media to dialogue, debate and negotiation on issues that resonate with members of the community.

Therefore, communication with the secondary target audience by virtue of their influence in society such as; decision makers, religious leaders, politicians including local elected representatives, community leaders, and health authorities would be critical to improve the policy and implementation environment for addressing more effectively health related issues, he said.

The overall objective of the Punjab Aids Control Programme’s communication campaign is to ensure that the general adult population and youth acquire improved knowledge, skills, practice and behaviour for protecting themselves and their peers against HIV and other sexually transmitted diseases.

Already, the PACP has participated in melas at Multan, Mianwali, Chakwal, Rawalpindi, and Lahore to disseminate information on HIV/Aids.

The electronic media campaign is expected to be launched soon on major radio and TV channels.