Addis Ababa University (AAU) signed a cooperative agreement with CDC-Ethiopia in 2004 to strengthen HIV/AIDS, STI and TB prevention, control, and treatment efforts at the university. The agreement primarily focuses on equipping the university to plan and provide HIV/AIDS, STI and TB training for health professionals and to enhance their service provision. This goal has been accomplished by: supporting and providing leadership in the development and institution of in-service trainings; organizing clinical and behavioral targeted evaluations; assisting in the development and adaptation of technical materials; and providing technical support to national HIV/AIDS, STI and TB programs.

Addis Ababa University has launched the MARCH project to apply the MARCH model (Modeling and Reinforcement to Combat HIV/AIDS) to encourage desirable behavioral change among the university community. The Modeling and Reinforcement to Combat HIV/AIDS (MARCH) project for behavior change focuses on providing culturally appropriate messages, psycho-social factors impacting risk, linkage to available services, and broader social normative changes necessary to sustain behavior change (Galavotti, Pappas-DeLuca & Lansky, 2001). It is for these reasons that this approach will be used as a behavior change communication strategy with the student population at AAU.

MARCH and Reinforcement Agents

MARCH is an acronym for "Modeling and Reinforcement to Combat HIV". It is a strategy with two interlinked but distinct activities: Modeling and Reinforcement. The modeling and reinforcement parts complement one another to give a solid base for behavior change. The "Modeling" aspect, based on sound theory makes use of a radio or printed serial drama (PSD) that educates listeners by capturing their attention and showing how people change their behavior. The Reinforcement activities will follow the practicum of the students trained to become Reinforcement Agents. The subjects will devote their time in organizing campus events in an innovative manner. This will be taken as a requirement to the successful completion of the Certificate Curriculum. The students will draw action plans for specific events they choose in groups including, art exhibitions, lectures, debates, plays, sport competitions, concerts, poetry recitals, etc., These are expected to serve as MARCH behavior change strategy.

The Reinforcement Agents are accepted, trusted and well-liked university students who have a wide social circle trained to endorse safer sexual behaviors in casual, one-on-one conversations with other students inducing interests among students to participate in MARCH reinforcement activities taking the printed serial drama as a reference point. During the interaction of the Reinforcement Agents and the larger university community discussions will be initiated and encouraged as a form of reinforcement component which are expected to correct mis-perceptions, emphasize importance of HIV prevention, describes strategies people use to reduce risk of exposure and solicit recommendations for change.

The trainings and Certificate Courses

In the training for RAs the following modules are included:

1. Introduction to HIV/AIDS
2. Gender and HIV/AIDS
3. HIV/AIDS and Stigma
4. Facilitation Skills
5. Life Skills
6. Entertainment Education
7. Strategic Communication
8. Organizing an Event 
9. Monitoring and Evaluation