India has 2.47 million HIV positive people making it the country with the third largest caseload in the world. The state of Maharashtra has a high prevalence rate of infection. To curb the growth of the disease and care for those infected, correct information and messaging targeted at the correct audience is needed. It also requires adequate channels to supply these messages to the public and a public desire to use them.

The Health Communication Partnership (HCP) is a program designed to improve health through strategic communication. In the first phase of the project, campaigns on youth, workplace and care and support were developed and adopted by the National AIDS Control Organization (NACO). In the second phase of the project, which began in July 2007, HCP is providing technical support to Maharashtra State and NACO in the design, development and operationalization of a state-wide communication program. The aim of the communication program in phase-II is to support the state and the national program in developing a unified communication response including uniform communication messaging, product development and implementation. The communication program will build on the lessons learned, replicate and consolidate the current communication activities being implemented in the state of Maharashtra to ensure maximum impact. Activities undertaken include:

• Develop and operationalize a capacity building strategy on communication for non governmental organizations, community based organizations, NACO and other partners;
• Monitor and evaluate the effectiveness of the various communication programs implemented by the state; and
• Develop and implement an advocacy campaign on HIV/AIDS.