National AIDS Resource Center

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marchProgram Title

Modeling and Reinforcement to Combat HIV/AIDS (MARCH) Project


Modeling and Reinforcement to Combat HIV/AIDS (MARCH) is a behavioral change communication approach that promotes behavioral change in support of HIV prevention, treatment and positive living.

The MARCH project was developed in response to the recognition that information alone is not enough to change behavior.  In many countries, HIV prevention efforts have raised awareness of HIV/AIDS and given accurate information about HIV/AIDS.  However, behavior has not changed and the epidemic is spreading.  Although people need to have accurate information about HIV to avoid contracting it and to care for and support those infected, people need other kinds of intervention activities to help them change their behavior.

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 university students, the police force and their families.

MARCH has a theoretical approach 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.

Program Audience

  • NDFE workforce
  • Federal Police Force
  • Addis Ababa University Students


  • Promote behavioral practices that can reduce the  risk of HIV infection
  • Promote norms that support behavior change among the key populations
  • Promote positive living and stigma reduction for those infection with HIV

Activities/ Interventions/ Services
MARCH produces Print Serial Dramas (PSD) in the form of Cartoon and Photo Comic Books that portray characters going through realistic challenges as they adapt HIV prevention practices.  The print materials also include characters already infected with HIV to help normalize what it is like to live with the disease and reduce stigma. Design workshops to develop the materials and key messages are held with the three local partners; technical assistance and capacity building are also provided to enable them to plan, manage, implement and monitor their respective projects. The creative team produces a blueprint ‘Bible’ with behavior change trajectory and storylines that demonstrates how the characters will undergo their transformation. Use of counseling and testing, prevention of mother-to-child transmission, antiretroviral treatment and other services are also encouraged and promoted through the materials.

MARCH’s Latest Publications

Life 101, The Journey - Episode 30
Life 101, The Journey - Episode 30
Previous Episodes
The Black Tigers - Special Edition
The Black Tigers - Special Edition
Previous Episodes
The Shooting Stars-FP- Episode 30
The Shooting Stars-FP- Episode 30
Previous Episodes

Future Plans
  • Expanding to other universities of Ethiopia in addition to AAU.
  • Increasing the production of print serial drama’s and reinforcement activities in NDFE, FPC and AAU.
  • Finalizing the first series of the print serial drama and producing the following 26 editions of the second series.


The MARCH project has three implementing partners, the National Defense Forces of Ethiopia (NDFE), the Federal Police Commission and the Addis Ababa University (AAU).

Partner Websites:

Click here
to learn more about AAU MARCH Project


Click here to learn more about NDFE MARCH Project


Abiy Alazar
ARC-MARCH Coordinator
Telephone: 251 11 550 3584 (Ext, 1135)
Fax: 251 11 550 3749
E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

dagu_promo_bottom Dagu Addis, an entertaining radio program that portrays the challenges young people face in practicing healthy behaviors.
You can tune into Sheger FM 102.1 on Saturdays at 8:30 PM and Tuesdays at 7:30 PM(Repeat). You can also download and or listen to recent episodes from our website.
Fitun Warmline Fitun Warmline is a toll-free telephone information service devoted to answering questions from health care professionals about HIV/AIDS care and treatment.


CALL 932 or submit your inqueries online!

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