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118 CHAPTER 5 ■ Tuberculosis: Keys to Success in Peru

public to help family members, neighbors, and other community
members seek care.
• “All TB services are for free” was designed to appeal to low-income
groups and motivate them to seek care.

Additional messages focused on correcting misconceptions about the dis-
ease and the importance of timely and complete treatment. The NTCP logo ap-
peared at all TB service sites and was widely disseminated on mass media, as well
print materials, posters, and billboards.
Messengers

Healthcare workers were key to establishing the credibility of messages, and
family members and community organization volunteers were key to overcom-
ing barriers through personal persuasiveness.

Media Channels

To ensure effectiveness, consistent messages were conveyed through a mix of mass
media, printed materials, popular media, social networks, advocacy, and special
promotions.
Mass Media

NTCP aired several television and radio spots to raise community awareness,
correct misconceptions, motivate patients to seek care, and encourage the pub-
lic to advocate for resources. NTCP also worked with local authorities to air
messages in theaters, on local radio stations, and on select billboards. With
Peru’s high literacy rate, print media especially became an important tool for
improving knowledge about tuberculosis—what symptoms to watch for, how it
is spread, and how important completing treatment is to achieve a total cure.
Print Materials
In addition to mass media, local authorities designed print materials, including
letters, question-and-answer cards, fact sheets, leaflets, newsletters, posters in
the local Quechua and Aymara languages, and a manual for street theater pro-
ductions with strong messages about dealing with tuberculosis.

Special Events
One major event, World TB Day, was an opportune time to organize high-visibility
events and included parades and other public gatherings to advocate for continued
support for the TB control programs. A week-long campaign used the campaign’s
slogan as a theme, “Treatment for one is prevention for all,” and included more