The Asian Football Confederation (AFC) has approached ADB with a proposal to jointly promote healthy lifestyles, including prevention of HIV, through a behavior change communications program. This small-scale capacity development technical assistance (TA) is consistent with ADB's Strategy 2020, Operational Plan for Health, and Strategic Directions on HIV/AIDS 2011-15.
|Project Name||Communications Campaign for Prevention of HIV/AIDS|
|Project Type / Modality of Assistance||Technical Assistance
|Source of Funding / Amount||
|Strategic Agendas||Inclusive economic growth
|Drivers of Change||Knowledge solutions
|Sector / Subsector||
Health / Disease control of communicable disease
|Gender Equity and Mainstreaming|
|Description||The Asian Football Confederation (AFC) has approached ADB with a proposal to jointly promote healthy lifestyles, including prevention of HIV, through a behavior change communications program. This small-scale capacity development technical assistance (TA) is consistent with ADB's Strategy 2020, Operational Plan for Health, and Strategic Directions on HIV/AIDS 2011-15.|
|Project Rationale and Linkage to Country/Regional Strategy||
The Asia and the Pacific region faces a number of serious, but preventable, social and health challenges that bring about lasting negative impacts on human development and economic growth. This includes new HIV infections, a significant proportion of which occur among young people under age 25. Injecting drug use, unprotected sex between men, and unprotected transactional sex are driving the HIV epidemics in the region. Young people are particularly vulnerable to HIV infection for social, political, cultural, biological and economic reasons. In Asia and the Pacific, HIV prevention efforts have been hampered by discrimination towards vulnerable groups, gender disempowerment in negotiating safe sex, and social attitudes that tolerate gender-based violence.
ADB has been providing a range of technical assistance to its Developing Member Countries (DMCs) to address public health and development issues, and has taken a leadership role in promoting and financing cross-sectoral activities to build HIV/AIDS awareness for vulnerable and at-risk populations. These strategies include collaborating with and leveraging the resources of regional partners to step up interventions designed to prevent the spread of HIV. The Asian Football Confederation (AFC) is the governing body of Asian football, one of six confederations recognized by the F d ration Internationale de Football Association (FIFA), the global governing body of the world's most popular sport. In addition to its responsibilities to regulate the game, conduct major competitions, and boost grassroots and youth football, the AFC has initiated _Dream Asia_ to fulfil its commitment to social development with its 46 member associations. Since 2009, Dream Asia has provided a solid foundation of using football as a tool for social change, including the promotion of nutrition and preventing gender based violence.
The value of football for development is widely recognised and there are many examples of projects where sports are used to address social issues in different sectors. For example, in 2013, UNAIDS and FIFA launched the Protect the Goal campaign to promote the global HIV strategy of zero new infections, zero AIDS-related deaths, and zero discrimination, which will continue with events on the African continent and in the Caribbean region leading up to the 2014 FIFA World Cup. Similarly, football's massive popularity in Asia is an opportunity to extend these efforts in the region.
AFC is now updating its 10-year strategic social responsibility plan. Through the framework, AFC will focus its outreach activities on, inter alia Health, Youth Development & Education, Persons with Disabilities, and Nutrition. This TA presents an important opportunity to initiate a long-term collaboration with AFC, its corporate sponsors, and member national football associations on Dream Asia. This TA has the potential to deliver great value by concentrating on AFC's areas of comparative advantage in promoting healthy lifestyle among youth through national and regional sports icons. The promotion of safe sex to prevent HIV is well aligned with AFC's interest in promoting healthy living, such as responsible alcohol consumption, not smoking, and maintaining an active lifestyle.
|Impact||Increase in condom use among young people|
|Description of Outcome||Dissemination of behavior change communication messages and Sustained engagement of national football associations and promotion of HIV prevention|
|Progress Toward Outcome||
1 - Dissemination of behavior change communication messages
2 - Sustained engagement of national football associations and promotion of HIV prevention
|Description of Project Outputs|
|Status of Implementation Progress (Outputs, Activities, and Issues)|
|Summary of Environmental and Social Aspects|
|Stakeholder Communication, Participation, and Consultation|
|During Project Design|
|During Project Implementation|
Terms of reference for the regional coordinator
A regional coordinator will be contracted by AFC to implement country-specific activities over 15 months of the project (October 2013-December 2014).
Qualification and Experience requirements:
The selected consultant will have experience implementing HIV prevention behavior change communication campaigns and a positive track record working with community based organizations and the national AIDS program. Experience in producing high-quality, professional mass media materials is preferred. To organize the logistics of community-based activities and work with local partners efficiently, the consultant should have an existing country office in each of the selected project countries or strong regional presence on the Southeast Asia region. The short-time frame for implementing the project activities makes a history of partnership with community based organizations that work with youth an important qualification of the Consultant to be engaged.
Scope of Work:
The Consultant will have responsibility for coordinating and implementing the country-specific activities of the project. In particular, the consultant will:
" Provide technical advice on country-specific adaptation of mass media materials (e.g. local language translation of slogans, social-cultural acceptability of messages, identification of appropriate national icons, etc.)
" Produce country-specific mass media materials (e.g. videos, photos, posters, pamphlets, etc.) in accordance with the project BCC campaign;
" Identify and engage appropriate community based or youth led organizations to participate in communication campaign events;
" Organize 2-3 community based events for youth associated with regional matches per country;
" Liaise with national football associations and their players to participate in country-specific community-based events and social media activities;
" Facilitate partnership/integration of communication campaign and the national HIV prevention program related to youth;
" Collect and report data as per agreed indicators and milestones of the project; and
" Support preparation of inception report, workplan, mid-term report, final report, and other project reports that may be required
|Responsible ADB Officer||Roth, Susann|
|Responsible ADB Department||Regional and Sustainable Development Department|
|Responsible ADB Division||RSAS|
|Concept Clearance||29 Jul 2013|
|Approval||29 Jul 2013|
|Last Review Mission||-|
|Last PDS Update||05 Sep 2013|
|Approval||Signing Date||Effectivity Date||Closing|
|29 Jul 2013||-||29 Jul 2013||31 Dec 2014||-||-|
|Financing Plan/TA Utilization||Cumulative Disbursements|
|0.00||250,000.00||0.00||0.00||0.00||150,000.00||400,000.00||29 Jul 2013||234,167.53|
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|Title||Document Type||Document Date|
|Communications Campaign for Prevention of HIV/AIDS: Technical Assistance Completion Report||TA Completion Reports||Mar 2015|
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Evaluation Documents See also: Independent Evaluation
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