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Press Release

July 22, 2014

GHS Presents "Mama's Determination": New Edutainment Tools to prevent HIV transmission from mothers to their babies with Japanese support

By Ghana Health Service, 22nd July 2014

The Ghana Health Service (GHS) presents new education/ entertainment (edutainment) tools titled "Mama's Determination" for Prevention of Mother to Child Transmission of HIV (PMTCT) at the La Palm Royal Beach Hotel in Accra on 22nd July 2014. The edutainment tools were developed by the joint efforts of GHS, the Ghana AIDS Commission (GAC), and the Japan International Cooperation Agency (JICA) under the "Project for Strengthening Operational Capacity of PMTCT," which has been implemented in the Greater Accra Region from 2012 to 2015.

A new set of edutainment communication tools for PMTCT, "Mama's Determination," consist of a DVD, Photo Drama Book and Interactive Cards, aiming at supporting counseling services for PMTCT at health facilities. The "Mama's Determination" tools are the first edutainment materials for PMTCT in Ghana with application of episode-based drama technique performed by Japanese experts from a Japan-based international NGO, the Japanese Organization for International Cooperation in Family Planning (JOICFP), entrusted by JICA as a project executing agency. The tools production was carried out through on-the-job training for the purpose of technical transfer of production techniques from the Japanese experts to their Ghanaian counterparts.

According to the situation analysis on the existing PMTCT communication tools conducted in 2012, major tools were found suitable for giving knowledge, but weak for bringing about behavior change of the clients to get tested for HIV and regularly take drugs as instructed if tested positive. Knowledge, on its own, does not always drive behavior change. Emotion communication is the highlighted characteristic of the "Mama's Determination." They were developed to educate and entertain pregnant and nursing women in Ghana, motivate them to take HIV testing, and encourage HIV positive mothers to continuously intake medicines for long healthy lives for themselves and their family.

The dissemination of "Mama's Determination" tools is undertaken on 22nd July (Tuesday), 2014 at the La Palm Royal Beach Hotel in Accra with invited partners from the central and regional levels covering all the ten (10) regions of Ghana. The distributed "Mama's Determination" tools will be used at PMTCT facilities in their daily services for pregnant and nursing mothers to eliminate HIV transmission to the next generation by 2015.


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