Communications Brief for
Voluntary Testing and Counseling (VCT)
October 30, 2001
1. What is VCT?
Voluntary Counseling and Testing (VCT) is an HIV/AIDS behavior change intervention. The
goal is long term behavioral change based on knowing one’s serostatus. The service allows
individuals to meet with a professional counselor, discuss issues around one’s risk of HIV/AIDS,
then make a decision to take an HIV test or not. The counselor is present when the individual
receives test results. If the test is HIV positive, then the individual receives immediate counseling
and is referred to care and support services, such supporting medical and psychological care. If
the test is negative, then the individual receives more counseling about how to stay HIV negative
or whether a future confirmation test is needed. All services and test results are confidential.
VCT is different from HIV testing, which is a diagnostic procedure common in most Kenyan
clinics and hospitals:

The crux of VCT is the counseling – the ability to spend time with an empathetic, trained
counselor. Counseling is a highly prized VCT attribute since many Kenyans do not have
access to a trained professional.

All services are confidential. Test results or counseling discussions are not revealed to others
outside of the counseling room.

VCT is voluntary whereas many HIV tests are mandatory. Clients who attend VCT centers
are self-selected. Most of them are the “worried well” – people who are worried about their
HIV status but do not show symptoms of AIDS. In addition, individuals have the choice as to
whether or not take an HIV test after counseling.

VCT centers are linked to care and support referral networks. These referrals might be for TB
treatment services, people living with HIV/AIDS support groups, or antenatal care for the
prevention of vertical transmission. Referrals are made to both HIV positive and negative
clients.
2. VCT in Kenya
VCT is a relatively new service in Kenya. To date, there are around 40 functioning centers,
however, the majority of these launched late last year and early this year and are still setting up
their care and support services. Most of these centers are “integrated” sites, that is, VCT is a
service offered within a range of existing health services as is the case with Kenyatta National
Hospital. A few of these centers are “freestanding”, which are dedicated VCT centers. As an
example, KICOSHEP is a freestanding VCT center dedicated to youth in Kibera.
VCT centers are operated by a variety of private, NGO and public sector programs under the
auspices of the National AIDS Control Program (NASCOP). Although this system offers
consumer choice, one disadvantage is the lack of standardized management. NASCOP is working
with VCT stakeholders on standardizing VCT services. Although NASCOP has made inroads,
such as procuring standardized same day test kits and standardizing laboratory and counseling
procedures, the body is unwieldy and under-funded when it comes to other key procedures, such
as quality assurance tied to a licensing system.
NASCOP is currently constructing a VCT center registration system and is soliciting funding for
a quality assurance (QA) management component. It is possible that this system will be in place
by early next year. Nonetheless, this system would probably ensure the bare minimum of QA
standards and the risk of damaging logo equity is high.
Two NGO partners are investigating the set up of their own QA systems. The Liverpool Tropical
School of Medicine has integrated VCT centers in Thika, Nairobi, Mombasa and Kilifi. FHI will
set up a series of freestanding VCT centers within the next year. It is possible that these
organizations will use their own logo since they can establish and manage their own QA system.
3. PSI’s role in VCT
The Centers for Disease Prevention and Control (CDC), via Family Health International (FHI),
contracted PSI to draft a national communications strategy for VCT. Contractual deliverables
under this agreement include:
1. A review of existing, selected VCT clinics to understand current VCT client profiles;
2. Focus group discussions (FGDs) with current non-users to understand motivations and
barriers;
3. In-depth interviews with current VCT users to understand the motivations of early adopters;
4. In-depth interviews with providers regarding potential referral networks;
5. A VCT network logo; and
6. Communications concepts related to the campaign strategies as articulated in the National
Communications Strategy.
CDC recently awarded PSI a one year cooperative agreement to produce and air mass media
communications related to above points (5) and (6).
PSI finalized the VCT formative research and copies are attached to this brief. The National VCT
Communications Strategy has been approved by NASCOP but awaits its final review by the
National VCT Committee after which PSI will finalize the document. Please note that since the
National VCT Communications Strategy is still in draft form, it is possible that some amendments
might be made to the direction given to SCANAD’s SOW pending the National VCT Committee’s
review.
4. SCANAD’s SOW
SCANAD will create the following:
a. VCT network logo and slogan
The objectives of a VCT network logo are to:

Communicate a point of difference between simple HIV testing and VCT to the client

Provide a visual link between the client and VCT center
b. Campaign concepts and executions
SCANAD will develop concepts and executions for each of the campaigns described in the
National VCT Communications Strategy (page 13 onwards):
Phase One
a. Promotional VCT Campaign
Objective: to increase awareness of VCT
Target Audience: general population ages 15-39
Result: increased general awareness of VCT and increased client flow in existing centers.
However, demand creation will not outstrip existing supply.
Description: this is a typical marketing campaign that will increase target audience’s
awareness of VCT. The campaign will promote the already existing VCT centers. This will
probably be an unbranded campaign, however, it is possible that the NASCOP registration
system will be in place by the campaign’s launch and the logo could be used.
b. Youth Culture: Take Control of Your Serostatus Campaign
Objective: to create a youth culture in which knowing and actively managing your HIV status
is normal and trendy
Target Audience: youth ages 15-24
Result: foundations of a youth culture that supports the proactive control of one’s serostatus
Description: This campaign use the early adopter youth as cultural trendsetters. These are
youth that are aware of their serostatus and make lifestyle decisions based on it. They take
pains to manage that status. They exert pressure on their peers to do the same.
Phase Two
a. Demand Creation among Adults and Couples
Objective: to build personal conviction in the benefits of managing one’s serostatus via VCT
Target audience: adults ages 25-39 with a focus on couples
Result: increased demand for VCT among adults and couples, decreased fear of knowing
one’s serostatus
Description: this campaign will increase demand for VCT by increasing adult commitment to
knowing one’s serostatus and by decreasing the related fear. This campaign will promote the
perceived benefits of knowing one’s serostatus (as identified in the consumer research) while
actively managing the fear of testing HIV positive.
b. Demand Creation among Youth
Objective: to build personal conviction in the benefits of managing one’s serostatus via VCT
Target Audience: youth ages 15-24
Description: this campaign will build on the successes of the previous campaign and increase
demand for VCT by increasing youth commitment to knowing one’s serostatus. This
campaign will promote the perceived benefits of knowing one’s serostatus (as identified in
the consumer research) while actively managing the fear of testing HIV positive.
Although the National VCT Communications Strategy suggests communications vehicles,
SCANAD should propose a mix of media that provides optimum and cost effective reach and
frequency. SCANAD will construct media plans for the Phase One campaigns (VCT promotional
campaign and the Youth Culture campaign).
5. Timeline
Revised and finalized concepts, executions and the logo are due to FHI by Dec. 31st, 2001. In
order to meet the deadline, PSI and SCANAD should following the following timeline:
 Nov. 5th Creative brief review
 Nov. 16th Review initial concepts/executions
 Nov. 23rd Pretest concepts/executions
 Dec. 5th Feedback to SCANAD
 Dec. 17th Finalized concepts, executions and logo
ATTACHMENTS:
Draft National Communications Strategy (electronic version only)
Three VCT formative research reports: non-users, current users, and referral makers (electronic
version only)
National Guidelines for Voluntary Counseling and Testing (hard copy only)