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The campaign strategy was to bring about a fundamental
shift in the way Ghanaians think about HIV/AIDS, to
bring HIV/AIDS into the public arena, to encourage
dialogue, and to foster compassion for those affected
by the disease.
Audio
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During the second quarter of 2000, the
song "Love Life" was
launched. It featured 17 of Ghana's top
musicians who gave their time and talent
free of charge. The song was played frequently
on music video TV shows and continues
to be played on radio stations across
the nation. The song was later included
on a CD of African songs about AIDS, which
was produced by CCP and the Africa
Alive! project team, and released
at an HIV/AIDS conference held in Durban,
South Africa, in 2001.
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7.5 MB
Time: 06:28
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Video
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2.2 MB
Time:
00:43
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Prior to formal launch of the campaign,
Public Service Announcements (PSAs) were
developed and aired free on TV and Radio.
The message was underscored by the slogan
"If it's not on, it's not in,"
which gained widespread popularity.
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4.5 MB
Time:
01:27
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Ghanaians who were HIV positive and their
families provided testimonials to help
get the message about the disease across
to the public. These testimonials (in
the form of short television and radio
spots) were aimed at increasing perception
of risk and the need to be compassionate
towards those already affected with HIV/AIDS.
They proved to be a powerful tool.
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1.6 MB
Time:
00:32
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Generic HIV television theme spots created
awareness about the reality of AIDS and
stressed the fact that there were 200
new infections every day. The goal was
to motivate people to protect themselves.
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3.2 MB
Time:
01:02
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In December 2000, TV spots were aired featuring
five prominent traditional rulers speaking
out about HIV/AIDS. The aim of this activity
was to film region-specific spots featuring
chiefs from each locale.
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- Search M/MC Health Communication Materials Database for videos
related to Ghana.
The Helping Each Other Act Responsibly Together (HEART)
Campaign is being conducted in Zambia with the goal
of significantly reducing the sexual transmission
of HIV among youth between the ages of 13 - 19 in
Zambia. Its strategy featured partnerships of government,
donors, youth organizations and other stakeholders
to encourage youth to abstain from sexual intercourse
or use a condom every time they have sex with every
partner. This campaign uses all relevant mass media
channels, including radio, TV, print and billboards
to reach youth on a daily basis.
TV and radio spots in seven languages were produced
and aired with messages focusing on abstinence and
consistent use of condoms. Preliminary results indicate
high levels of comprehension and acceptance of campaign
messages as well as reported discussion of the spots
with peers and parents.
Video
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3.8 MB
Time:
01:14
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Television spots used to reach young men
include everyday situations. Here, two
males are fixing a car. One is telling
his friend that he is thinking about not
using condoms with his steady girlfriend.
The friend advises him with a campaign
slogan: "Use a condom every time you have
sex."
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3.4 MB
Time:
01:06
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Urban youth culture is fast, diverse, and
challenging. This spot emphasizes the
variety of exciting yet risky situations
that youth face in their world, with loud
dance music. Images in this spot include
club scenes and sporting events. It finishes
with a final message encouraging use of
a particular brand of condom, MAXIMUM.
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3.3 MB
Time:
01:05
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The 'Say No to Sex, Virgin Power, Virgin
Pride!" slogan is aimed at adolescent
females to encourage them to abstain from
sexual activity until after marriage.
The idea of abstinence is developed in
a series of contrasting images that puts
the onus on young women to resist and
thwart their male partners' desire to
have premarital sex. Lush background music
is evocatively used.
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- Search M/MC Health Communication Materials Database for videos
related to Zambia.
The Caring Understanding Partners Initiative (CUP)
is a partnership of sports associations and health
educators promoting healthy lifestyles among and through
athletes. The partnerships are locally managed with
technical assistance from the Johns Hopkins Bloomberg School of Public Health/Center for Communication Programs (CCP). CCP
has worked with the Fédération
Internationale de Football Association (FIFA)
and the Confederation
Africaine de Football (CAF). Other CUP partners
include: Kenya Football Federation (KFF), and The
Association of Sports Journalists for Health/East-Central
Africa. The Kenyan National AIDS Control Program (NASCOP)
is a national contributor. International sponsors
include Department
for International Development (DFID), Joint
United Nations Programme on HIV\AIDS (UNAIDS),
United Nations Population
Fund (UNFPA), World
Health Organization (WHO), United
States Agency for International Development (USAID),
the World Bank,
and a host of corporate sponsors. Reaching and involving
men in reproductive health through soccer was endorsed
at two regional conferences, held in Harare in 1997
and in Ouagadougou in 1998.
In Nairobi, December 1999, over 121,000 screaming soccer
fans, players, coaches, and policymakers helped to
break the silence about AIDS at a series of recent
soccer games in the Kenyan capital. "Break
the Silence: Let's Talk About AIDS" was
the campaign slogan that sparked conversations about
AIDS prevention before, during, and after the tournament.
Teams from Kenya, Ethiopia, Sudan, Uganda, Rwanda,
and Eritrea competed. Some 140 players under age 20,
20 referees and team managers, and 15 CECAFA board
officials were involved in the 15 matches highlighting
AIDS prevention activities. A dozen TV and radio interviews,
34 articles in local newspapers, and international
press coverage helped publicize the campaign, part
of a series of events in the Caring Understanding
Partners (CUP) Initiative, organized by CCP throughout
Africa.
Video
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3.2 MB
Time:
01:02
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In this video clip, national soccer team
players from Uganda, Sudan, Rwanda, Kenya,
Eritrea and Ethiopia use soccer terminology
including "use your head", "know
your opponents", "scoring isn't
everything", "it is always better
to pass", "you can't win the
game on your own", "good coaching
is crucial", "we have to talk
to each other" and "we can stop
it" to convey messages related to
HIV prevention. Topics addressed include
condom use, HIV counseling, abstinence
and the relation between HIV transmission
and the use of drugs and alcohol.
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The Wake Up Campaign
SFPS is a USAID-funded regional initiative based in
Cote d'Ivoire. The project seeks to increase the use
of modern family planning methods, condoms and ORS
primarily among urban and peri-urban populations in
the focus countries. Johns Hopkins Bloomberg School of Public Health/Center for Communication Programs
directs the Behavior Change Communication component
of SFPS, in partnership with AED
(Academy for Educational Development).
The goal of the Wake-Up! Campaign, the centerpiece
of which was the song, "Wake up! Africa"
(in French: Afrique Leve toi!) was to motivate listeners
to take personal responsibility to prevent the spread
of HIV/AIDS by protecting themselves. Given the popularity
of music among young people, the primary target audience
for the campaign was urban youth in the four SFPS
target countries: Burkina Faso, Cameroon, Cote d'Ivoire
and Togo. However, given the extent of the campaign's
reach, it is clear that many "older" youth
were also reached by the song's important messages.
These TV spots were often aired before the evening
news or other prime time programming during the campaign.
During the broadcast of the All Africa Soccer Cup
matches, which capture the attention of hundreds of
thousands of viewers each year, sports fans were exposed
to the Wake-Up! spots.
The six television spots (30-40 sec. each) contain
excerpts from the Wake-Up! song and testimonials edited
from lengthier interviews with the artists. Each spot
addresses at least one of the four main messages of
Wake-Up!: promotion of condom use, well being of persons
living with AIDS, mutual fidelity, and HIV testing.
Video
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2.0 MB
Time:
0:38
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This spot features the musician Meiwey
from Cote d'Ivoire. He advocates being
sensitive to PLWAs and giving them assistance,
respect and regard.
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1.8 MB
Time:
0:33
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Tshala
Muana, a famous singer from the Democratic
Republic of Congo, positions AIDS as a
reality not to be ignored. She emphasizes
condom use for protection from STD and
AIDS.
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1.9 MB
Time:
0:35
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HIV testing prior to engaging in sexual
relations is the gist of this spot in
which vocalist Nayanka
Bell of Cote d'Ivoire, states that
testing for HIV is a prerequisite to intimacy.
Sexual contact, she says, must include
the use of the condom.
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1.9 MB
Time:
0:36
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Global artiste Papa
Wemba urges youth to protect themselves
by using condoms. Using admonitory gestures
he says that condoms protect from HIV/AIDS.
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1.7 MB
Time:
0:32
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Aicha
Kone, a musician of Cote d'Ivoire,
is shown to validate mutual fidelity and
monogamous sexual relations. She states
that being faithful to one's partner is
a way to avoid contracting AIDS.
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2.1 MB
Time:
0:39
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The popular singer Koffi
Olomide, from the Democratic Republic
of Congo, presses for the use of condoms.
He asks couples to be alert to their use;
at time of sexual contact at least one
partner of the couple, must be vigiliant.
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- Search M/MC Health Communication Materials Database for videos
related to FHA.
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© 2005 The Johns Hopkins University. All rights reserved.