Action IEHDC promotes positive behaviour change

a non-governmental organisation that uses multi-media materials in the form of print, radio and television to communicate important messages around health and environment.
The organisation was established in 1987 as a project of Zimbabwe Trust (a local NGO) to develop informational materials for children within schools, as a result of the apparent need of educational information for children within schools.
Over the years the project has grown and has expanded its services. The organisation registered as an independent organisation in June 2009, and has since grown and established two multi-media brands Action Pals and Action for Life targeting children between the ages of 10 and 16 and adults respectively.
Action IEHDC has also since expanded its services to include the development of television and radio products that have been broadcast on ZBC-TV, Radio Zimbabwe and National FM.
In 2003 Action partnered with a regional NGO called Soul City Institute for Health and Development Communication in a 10-country regional programme that makes use of the multi-media materials, social mobilisation and advocacy as tools that promote positive behaviour change.
Over the past eight years Action has produced and distributed over five million magazines in local languages to over 7000 schools, more than 2 000 health institutions, produced a 26×10-minute Action Pals radio drama series that were broadcast in Shona and Ndebele.
Action IEHDC has also produced two films, one of which was entitled “Chipo’s Promise” which was aired as part of the “Untold Stories in a Time of HIV and Aids” series. In 2009, Action in partnership with various organisations including National Aids Council, SafAids and UNFPA launched an HIV prevention campaign called OneLove in Zimbabwe, the Hon. Minister of Health and Child Welfare Dr Henry Madzorera officially launched the campaign and urged people in Zimbabwe to be faithful to one partner. Multiple and concurrent sexual partnerships were identified in 2006 as a major driver of HIV infection in the Southern African region and as such the regional partnership embarked on rolling out an HIV prevention campaign in the 10 countries.
As part of the campaign in Zimbabwe Action aired a 26×15-minute radio drama series targeted at adults addressing MCPs on radio Zimbabwe entitled “Yellow Dust” which is a story set in a small mining community and really illustrates the challenges around trying to address these issues.
“Big House, Small House” is a film that was produced as part of the OneLove campaign showing some of the consequences associated with engaging in MCPs. This film was aired as part of a series called “Love Stories in a Time of HIV and Aids” which was aired on ZTV and SABC channels.
Partnerships:
In July 2010 Action IEHDC also partnered with Mimosa Mining Company to develop a staff wellness programme mostly focusing on HIV prevention most particularly around issues of MCP.
Action IEHDC uses the edutainment model by arranging Family Fun Day activities which incorporates both entertainment in the form of dramas and sports and educational messages in the form of magazines, films and radio products into all the activities that are carried out. The purpose is to create an enabling environment in which the behaviour change can take place, which follows a model of social change that Action IEHDC uses, which focuses on the individual but taking into consideration the socio-economic and political environment and the community using mass media, social mobilisation and advocacy.
Social Mobilisation:
Action IEHDC is implementing the Action for Life discussion groups in eight provinces of Zimbabwe, namely Harare, Chitungwiza, Manicaland, Mashonaland East, Mashonaland Central, Midlands, Matabeleland South and Matabeleland North since October 2010. The Action for Life discussion groups target adults and use the Action for Life brand materials as resources to stimulate discussions.
Action IEHDC is working in partnership with community-based organisations that already have existing dialogue structures in place. The CBOs are Southern African Aids Trust (SAT) partners, namely,
l Students and Youths Working on Reproductive Health Action Team (SAYWHAT), Harare
l Ntengwe for Community Development based in Binga, Matabeleland North,
l UMzingwane Aids Network, Matabeleland South
l Bethany Project, Zvishavane, Midlands
l FACT Rusape, Manicaland and Karoi, Mashonaland East.
Action IEHDC is implementing the Action Pals social mobilisation pilot programme in partnership with the Ministry of Education, Sport, Arts and Culture (MoESAC) targeting six pre-selected primary and 10 secondary schools in Bulawayo, Mashonaland Central, Mashonaland East, Harare and Midlands provinces.
Schools are using discussion groups during extra-curricula activities to stimulate dialogue on issues covered in Action IEHDC materials as a way of promoting behaviour change in the areas of health and social development.
As part of this year’s areas of focus, Action is developing magazines around tuberculosis prevention and treatment as well as a booklet focusing on nutrition particularly in how it relates to HIV. The social mobilisation programme is also continuing with the pilot partner organisations and schools. Other areas of focus include sexual and reproductive health and reproductive rights On the environment front, Action IEHDC is focusing on issues to do with climate change as well as veld fire management.
The organisation’s vision continues to be that of communities in Zimbabwe comprised of women, men and youth are informed and empowered to take action to improve their health, environment and development.
And the mission is to promote positive behaviour change through multimedia, social mobilisation and advocacy in areas of health, environment and development in Zimbabwe.
l Should you require any more information about the organisation please do not hesitate to contact us on telephone: +263 4 747213/7/74 or email us on [email protected]. Our offices are located at Mukuvisi Woodlands, corner Hillside Road/Glenara Avenue South, Hillside, Harare.