Communication and the antiretroviral treatment rollout: beyond the medical model.
With the advent of antiretroviral treatment (ART) for HIV/AIDS, governments and NGOs seek to increase the number of persons on this lifesaving medication and their adherence to the drug regimens. The conventional approach to communication within a clinical context includes provider-patient counseling, group education sessions, client information materials, and support groups. Given the layers of influence on an individual's behavior-spouse/family/friends, community, and societal-it is essential for the ART rollout to harness the power of complementary communication channels to create an enabling environment that supports individual behavior in terms of adherence. This article explores a series of communication vehicles-different forms of mass media and community mobilization-that complement the interpersonal communication/counseling within the medical model, and it provides examples from developing countries (largely sub-Saharan Africa) that have used them to good effect in the rollout of ART.
Bharath-Kumar
Uttara
U
Center for Communication Programs, 111 Market Pl., Suite 310, Baltimore, MD 21202, USA.
Becker-Benton
Antje
A
Lettenmaier
Cheryl
C
Fehringer
Jessica
J
Bertrand
Jane T
JT
D044966:Anti-Retroviral Agents / Q000627:therapeutic use*; D003142:Communication; D003144:Communication Barriers; D003376:Counseling / Q000379:methods*; D005260:Female; D015658:HIV Infections / Q000188:drug therapy*; D006291:Health Policy; D006801:Humans; D008297:Male; D008962:Models, Theoretical; D010353:Patient Education as Topic / Q000379:methods* / Q000458:organization & administration; D010817:Physician-Patient Relations
D044966:Anti-Retroviral Agents