Despite a well-designed government service delivery model offering HIV-related counseling for at-risk populations-including transgender persons, sex workers, and migrant labourers-the uptake of Integrated Counseling and Testing Centers (ICTC) in Mumbai, India remained low. The issue was not service availability but the behavioural frictions preventing intended beneficiaries from accessing them. Research therefore focused on uncovering these barriers. Findings revealed several deterrents: the technical term "ICTC" created confusion, service points were hidden inside large hospital complexes and difficult to locate, and many feared being judged or stigmatized if seen entering such facilities. These anxieties, reinforced by broader social stigma surrounding HIV, deepened hesitation among vulnerable groups.
To respond, the Mumbai District AIDS Control Society launched a comprehensive Behaviour Change Communication (BCC) strategy that translated user-defined barriers (knowledge) into tangible improvements in service design (action). A multi-stage research process combined a 450-respondent cross-sectional survey with qualitative studies among key populations-high-risk groups, pregnant women, and the general population. Insights highlighted the need for a non-clinical identity that signalled confidentiality, safety, and accessibility. This led to the creation of the "Shakti Clinic HIV/AIDS " brand.
The intervention rebranded and revamped 100 centres across Mumbai, shifting the experience from one evoking clinical fear to one fostering confidence and dignity. Strengthened grassroots awareness around the renewed identity resulted in a 22% increase in testing uptake within three months. This case illustrates how evidence-driven redesign, centred on user realities, can reduce stigma and convert knowledge into sustained action.
Despite a well-designed government service delivery model offering HIV-related counseling for at-risk populations-including transgender persons, sex workers, and migrant labourers-the uptake of Integrated Counseling and Testing Centers (ICTC) in Mumbai, India remained low. The issue was not service availability but the behavioural frictions preventing intended beneficiaries from accessing them. Research therefore focused on uncovering these barriers. Findings revealed several deterrents: the technical term "ICTC" created confusion, service points were hidden inside large hospital complexes and difficult to locate, and many feared being judged or stigmatized if seen entering such facilities. These anxieties, reinforced by broader social stigma surrounding HIV, deepened hesitation among vulnerable groups.
To respond, the Mumbai District AIDS Control Society launched a comprehensive Behaviour Change Communication (BCC) strategy that translated user-defined barriers (knowledge) into tangible improvements in service design (action). A multi-stage research process combined a 450-respondent cross-sectional survey with qualitative studies among key populations-high-risk groups, pregnant women, and the general population. Insights highlighted the need for a non-clinical identity that signalled confidentiality, safety, and accessibility. This led to the creation of the "Shakti Clinic HIV/AIDS " brand.
The intervention rebranded and revamped 100 centres across Mumbai, shifting the experience from one evoking clinical fear to one fostering confidence and dignity. Strengthened grassroots awareness around the renewed identity resul ...
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