Connecting UNICEF’s strategy on HIV AIDS with a communication strategy

Sector?

HIV AIDS; Child Rights

What?

Strategic Planning; Strategic Communication

Where?

Malaysia

Why?

For many years UNICEF had partnered with the Government of Malaysia to deliver numerous and effective grassroots initiatives. With the rapid strides Malaysia made in development and achieved a middle-income country status, it was felt that UNICEF could advance the well being of children in Malaysia more effectively by becoming an upstream partner of the government. UNICEF’s then executive director Carol Bellamy had hand picked the dynamic CEO of UNICEF Australia Gaye Phillips to set in a Malaysia a model of engagement with middle-income countries.

When?

2004, 2005, 2006, 2007

What exactly?

In 2005, UNICEF’s Representative appointed me to link the organization’s HIV AIDS programs to a meaningful communication strategy.

In addition to developing a comprehensive strategy on up-streaming UNICEF’s HIV AIDS program in Malaysia, key Strategic Communication products were developed:

1. Video documentary- “Women in AIDS”: Conceptualized this video documentary to celebrate and document the contribution of women from various walks of life in the fight against HIV AIDS in Malaysia. This video galvanized support from the Govt. of Malaysia and the donor community for UNICEF’s HIV AIDS program.
2. Video documentaries- Conceptualized video documentaries on joint projects of UNICEF & Ministry of Health that reflect the impact of good partnerships. These included the video capsules on ProStar Youth Initiative (Peer counseling), Village Health Promoters and Youth & Drugs. Youth volunteers for UNICEF in Malaysia filmed the films.
3. Launch of UNICEF’s global campaign- “Unite for Children Unite Against AIDS” in Malaysia: After the global campaign against polio in the 70s, this is UNICEF’s biggest global campaign. Sunoor Verma co-conceptualized the Malaysia launch of this campaign in partnership with the Ministry of Health.
4. High Profile Events: Conceptualized the launch of UNICEF’s Annual Corporate Social Responsibility Award in Malaysia. A top-level corporate event, it brought in valuable support for UNICEF’s programs in Malaysia from the corporate sector.

With- whom?

UNICEF

Prime Minister’s Office,Economic Planning Unit, Malaysia

Minister of Health

Attorney General of Malaysia

Minister of Women and Community Development

What happened?

UNICEF became the partner of choice of the Malaysian government on HIV AIDS

“ He has demonstrated his problem solving skills and emphasizes the need to back up words with action, and the need to engage in solutions that are forward-looking. ”

Michael Szporluk
Expert, Civil Society Development
Mercy Corps

Up-streaming UNICEF’s HIV AIDS portfolio in Malaysia

Sector?

HIV AIDS; Child rights; Women

What?

Strategic partnerships; Strategic communication; Dialogue management;

Where?

Malaysia

Why?

UNICEF has enjoyed a longstanding fruitful partnership with the Government of Malaysia. However with Malaysia graduating into a fast developing middle-income country it was felt that UNICEF could support the government better by becoming a policy partner. Countering HIV AIDS was one of the two MDGs that were eluding Malaysia. UNICEF felt that it could add value to the efforts of the government in that area.

When?

2005

What exactly?

Identifying key areas of support required by the Ministry of Health of Malaysia to address HIV AIDS & children & Youth in Malaysia. Key components of this support involved

1. Identification of potential partners and analysis of their capacity & risk
2. High level negotiations and building of strategic partnership with government and civil society representatives.
3. Policy analysis and advise on partnerships, HIV AIDS.
4. Development of project portfolio on HIV/ AIDS.

With- whom?

UNICEF

Prime Minister’s Office, Malaysia

Ministry of Health, Malaysia

Institute of Health Management, Malaysia

Ministry of Women and Community Development, Malaysia

What happened?

UNICEF became a close partner of the Malaysian government in addressing HIV AIDS through policy interventions.

“ I believe Sunoor Verma is well apt to mediate in conflicts, as he comes across as straightforward and trustworthy, calm and with a good listening ear. ”

Ulrika Lindberg-Labasauskas
Head of Development Cooperation
Embassy of Sweden in Skopje

Scaling up Harm reduction nationwide

Sector?

HIV AIDS; Harm reduction; Child rights; Women

What?

Strategic partnerships; Strategic communication; Assessments& Evaluation

Where?

Malaysia

Why?

To counter the tide of HIV AIDS in Malaysia it was important to scale up the methadone substitution therapy and needle syringe exchange program nationwide.However there was opposition to this from a variety of influential quarters.

When?

2006, 2007

What exactly?

Sunoor Verma launched the consultations with the Ministry of Health, Royal Malaysian Police and civil society partners on the drafting of a National Strategic Plan on Harm Reduction. He then provided all the necessary support for the drafting of this national strategy in terms of technical expertise.

With- whom?

UNICEF

Ministry of Health, Government of Malaysia

Royal Malaysian Police

Institute of Health Management

What happened?

Strategic plan for scale up of Harm Reduction was adopted and budgeted by the government and was implemented nationwide.

I attributemy success in Malaysia to some key factors that I feels are vital though very rare to find:

A visionary-

UNICEF in Malaysia, Singapore, Brunei was headed by Gaye Phillips who not only had a vision but also the courage to recognize that strategic partnerships can take the agenda forward. She articulated her vision and asked me to go and make things happen while she would ensure that there is Prime Minister and Royalty level support and that internal UN bureaucracy does not come in the way. Her experience as a long serving CEO of UNICEF in Australia gave her insight into the UN system without stifling her thinking as her accountability lay with Australian citizens who contribute to UNICEF’s coffers. Each and every partner of UNICEF in Malaysia was convinced that Gaye Phillip’s one point agenda is the well being of Malaysian children. This is rare for any Representative of a UN agency. She enjoyed equal credibility with government, private sector, civil society, royalty and above all the team she led. Every day I learnt some thing new and positive from Gaye Phillips when working as her Senior Advisor in Malaysia.

A catalyst

Indra Nadchatram was former CEO of the Malaysian AIDS Foundation and later UNICEF’s Communication Officer. Indra unhesitatingly shared with me her entire knowledge bank on the HIV AIDS landscape in Malaysia, encouraging me to take steps in unchartered territories yet warning me of potential land mines and also connecting me to the key players. Indra’s dedication to the well being of children and to halting the spread of HIV AIDS was a fountain of inspiration for me during my stay in Malaysia. It always helped having an office right next to Indra’s.

Committed local partners

The late Dr. Rohani, Dr. Christopher Lee, Dr. Norliza Noorodin, Dr. Hayati and Dr. Shaari of the Ministry of Health were committed to the fight against HIV AIDS at a time when it was the least sexy portfolio at their Ministry. Datuk Chua Soi Lek the Minister for Health took the bold step of introducing harm reduction well conscious of the political risk it carried. Shayne Nelson, CEO of Standard Chartered Bank who nurtured a culture of community service at all levels at his bank and launched the “Living with HIV” program in Malaysia in 2002, which educated 3000 of the bank’s employees on the basics of HIV AIDS.Fashion designer Sonny San who organized the first public fundraising for UNICEF… people who went way beyond the call of duty, everyday. They welcomed me warmly to their offices and were always willing to engage in discussions and search for solutions.

“ Through his extensive network of contacts, Sunoor Verma has built a keen understanding of the various concerns of potential donors and addresses them proactively in his project designs. Additionally, Sunoor Verma is quick to address new concerns as they arise. In this manner, Sunoor Verma maintains a high level of confidence on the part of potential donors, greatly facilitating budget negotiations in so doing. ”

Dr. Eben Friedman
Regional Representative
European Centre for Minority Issues

Review of the Prevention of Mother to Child Transmission (PMTCT) program of the Government of Malaysia

Sector?

HIV AIDS; Women; Child rights

What?

Assessment & Evaluation

Where?

Malaysia

Why?

To improve the delivery of the Prevention of Mother to Child Transmission of HIV programs in Malaysia it was important to establish a baseline of the ground situation. The second challenge was to find ways of engaging the growing private health care providers in this public health initiative.
Finding ways of engaging the growing private health care sector to implement the PMTCT program.

When?

2006, 2007

What exactly?

I was tasked with conceptualizing and negotiating with the government of Malaysia the conducting of the first qualitative and quantitative survey of Malaysia’s PMTCT program. I also worked closely with the teams at the Ministry of Health in the design of the study and the analysis of the results.

With- whom?

UNICEF

Ministry of Health, Malaysia

Ministry of Women and Community Development

What happened?

The first qualitative and quantitative survey of Malaysia’s PMTCT program was done. This helped Malaysia make evidence based decisions on the future direction of this program.

“ Dr Verma provides consultancy and organizational services in the development area that are second to none. His strong emphasis on stake-holder involvement in needs-assessments, project delivery and evaluation is impressive… ”

Marc Weller
Director
Eurpean Centre for Minority Issues, Germany

Setting up a think tank on health policy with the government

Sector?

Global Health; Child rights; Women

What?

Capacity building; Strategic partnerships; Fundraising; Assessments & Evaluations

Where?

Malaysia

Why?

Malaysia has a network of nine National Institutes of Health under the Ministry of Health. One of these is the Institute of Health Management in Kuala Lumpur. A joint review by the Prime Minister’s Office (EPU), Ministry of Health and UNICEF presented the need for a think tank in the area of healthy policy, finance and management.

When?

2006-2007

What exactly?

With- whom?

UNICEF

Institute of Health Management (National Institute of Health, Ministry of Health) in Kuala Lumpur, Malaysia

What happened?

Set up a UNICEF collaborating centre at the Institute of Health Management (National Institute of Health, Ministry of Health) in Kuala Lumpur, Malaysia. The mission of this health policy centre is to provide accurate and timely information to health care decision-makers, analysts and providers, so that they can offer services, which are effective and efficient in improving the health of Malaysians.

“ Sunoor Verma’s work in the field of development stands out in its attention to detail, its constant innovation, its involvement of stakeholders at all stages of project design and implementation, and, most important, in its sustainability. ”

Dr. Eben Friedman
Regional Representative
European Centre for Minority Issues

Avian Influenza- risk communication & preparedness

Sector?

Humanitarian emergency; Women; Child rights

What?

Strategic communication; Capacity building; Fundraising; Project development; Negotiations; Dialogue management;

Where?

Malaysia

Why?

The Avian Influenza epidemic in South East Asia prompted UNICEF and the Ministry of Health to look at areas where health communication with the citizens could be improved? Risk communication expertise was non-existent in the country.

When?

2006

What exactly?

Having worked closely helped withthe Ministry of Health and knowing UNICEF’s strength in communications identified the gap in risk communication expertise. I formulated a capacity building- quick implementation proposal and secured funding for it. I selected international consultants for conducting a series of workshops on risk communication. Along with Ministry of Health counterpart I supervised the implementation and evaluated the outcome.

With- whom?

Ministry of Health, Malaysia

UNICEF

What happened?

Following this workshop the Ministry of Health integrated Risk Communication in its strategic communications tool-box and used it in other emergency situations. Participation from all states of Malaysia in the workshop ensured that there is a nationwide utilization of the tool-box.

“ Through his extensive network of contacts, Sunoor Verma has built a keen understanding of the various concerns of potential donors and addresses them proactively in his project designs. Additionally, Sunoor Verma is quick to address new concerns as they arise. In this manner, Sunoor Verma maintains a high level of confidence on the part of potential donors, greatly facilitating budget negotiations in so doing. ”

Dr. Eben Friedman
Regional Representative
European Centre for Minority Issues

Minister level study trip on harm reduction

Sector?

Harm Reduction; HIV AIDS; Women; Child rights

What?

Strategic partnerships; Dialogue management; Capacity building

Where?

Malaysia

Why?

Implementing harm reduction at a national level was a giant step and a political risk that the Minister of Health of Malaysia took. Before launching a pilot it was felt that a study visit to a successful implementation of a similar program around the world would be important.

When?

2005

What exactly?

I mapped the case studies of implementation of government funded harm reduction programs around the world to see what would be make a good study visit for a high level Malaysian delegation and also be acceptable in the political context of the country. I negotiated with the governments of Hong Kong and Malaysia the details of the study trip including protocol arrangements.

I made a reconnaissance visit to Hong Kong and with the support of the key actors there designed a study trip. I visited all the sites myself and met with the stakeholders briefing them on the objective of the visits and also making them aware of the challenges that Malaysia faces in addressing these issues. Meticulous planning of the visit was only possible because of my intimate knowledge of the gaps in the various programs on HIV AIDS in Malaysia. I ensured that the study visit is comprehensive and demonstrates the value of investing early in a holistic program. Prevention, Treatment, Care, Advocacy, Finance, were all covered in the visit. Along with UNICEF’s Representative Gaye Phillips, I accompanied the delegation for the study trip.

With- whom?

UNICEF

Ministry of Health, Malaysia

Honk Kong Health Authority

National AIDS Society, Hong Kong

Hong Kong AIDS Foundation

Red Ribbon Centre Hong Kong

What happened?

The study trip was a huge success. The Minister of Health H.E. Datuk Chua Soi Lek led the Malaysia delegation. The delegation was handpicked to ensure that this would indeed be the team charged with implementing the country’s HIV AIDS program. The Honk Kong government was wonderful hosts who appreciated the far-reaching consequences of this study trip. One of the outcomes of this trip was that the Malaysia model for the harm reduction program was simplified further to ensures effective implementation.

“ Dr. Verma tries to solve a problem from the perspective of the beneficiary and adapts the design of a project to meet their needs instead of recommending a preconceived one-size-fits-all formula. ”

Development Expert
USAID

National Strategic plan for HIV AIDS 2005- 20010 in Malaysia

Sector?

HIV AIDS; Women; Child rights

What?

Strategic Planning; Strategic Partnerships; Dialogue Management; Strategic Communications

Where?

Malaysia

Why?

It was clear that Malaysia could not address HIV AIDS effectively without a national strategy in place. In turn for the National Strategy to be effective it needed to not only be a consensus document but also collaborative arrangements of implementation would need to be foreseen in the concept and planning. The HIV AIDS landscape in Malaysia as in many other countries was deeply fragmented and finding ways to bridge the fissures required the support of a party like UNICEF, which had a stake in addressing the issue but not in the power play that happens in every country when it comes to HIV AIDS.

When?

2005, 2006

What exactly?

The UNICEF Representative in Malaysia Gaye Phillips tasked me to come up with a strategy on bringing the movers and shakers in the HIV AIDS arena and find entry points to engage with them. I conducted a rapid nationwide mapping exercise meeting with key players and understanding their perspectives. This helped create common grounds to launch a consensus process for drafting the national strategic plan. I supervised the work of consultants brought in to support specific technical inputs and worked as one team with the HIV AIDS division of the Ministry of Health.

Adopting the first national strategic plan was a huge success for Malaysia because it paved the way for a fully budgeted HIV AIDS program to be launched by the government. The plan also provided a platform for collaboration between government, civil society and the private sector.

While UNICEF’s Representative ensured that there was strong political backing for UNICEF’s support to the process and to my services being made available, the intelligence and expertise of Indra Nadchatram were unmatched. With Gaye, Indra and our Malaysian counterparts we worked around the clock with a sense of urgency of the epidemic.

With- whom?

UNICEF

Ministry of Health, Malaysia

Prime Ministers Office, Malaysia

What happened?

Malaysia’s first National Strategic Plan (2005-2010) was adopted, budgeted and implemented.

“ Many people working in development use the experience from different settings as a blinding tool — they think they know much more than they do — Dr Verma never lets his experience blind him from seeing things afresh. Rare!!! ”

Annika Palo
Adviser, Department for Europe
Swedish International Development Cooperation Agency, Sweden