The MARCH model is a behavioral change communication approach that promotes behavioral change in support of HIV prevention, treatment and positive living. This theoretical approach is built around two components to achieve behavioral change: Modeling and Reinforcement component.
The modeling component encourages behavior change by providing credible characters with whom the audience can relate to. The characters are shown adopting new positive behaviors over time using Print Serial Dramas (PSD) in the form of Cartoon and Photo Comic Books.. This approach as well encourages behavior change in the form of increased use of counseling and testing, prevention of mother-to-child transmission, antiretroviral treatment and other services.
The reinforcement component enhances the effectiveness of the entertainment-education comic book through reflection, discussion, and other community level activities.
The MARCH Project is an innovative way of conveying the ABC (abstinence, be faithful, use condoms) HIV preventive messages through entertainment education and peer-to-peer learning to bring about behavior change among the police force and their families. MARCH promotes behaviors that reduce the risk of HIV infection, such as faithfulness, condom use and early detection and treatment of sexually transmitted infections (STIs) to name a few, by using role models to demonstrate positive behavior change and reinforcement of the behaviors through activities such as peer discussion.
The MARCH project has three implementing partners, the National Defense Forces of Ethiopia (NDFE), the Federal Police Commission and the Addis Ababa University (AAU).
Click here to learn more about AAU MARCH Project (www.aau.edu.et/march/)
Click here to learn more about NDFE MARCH Project (www.modhd.gov.et)
Abiy Alazar
ARC-MARCH Coordinator
AIDS Resource Center
Bole Road, Dembel Building, 9th floor
Tel: 251-11-550-35-84
abiya@etharc.org
www.etharc.org