Tanzania
Ishi HIV/AIDS campaign
Activity Dates
2002-2004
Activity Summary
Ishi, “to live” in Kiswahili, was an HIV/AIDS behavior change communication campaign developed by and for young men and women ages 15-24. HCP collaborated with a local NGO, Healthscope Tanzania (HST), to implement the campaign under the auspices of the Tanzania Commission for AIDS (TACAIDS). The first phase of the campaign was launched in Dar es Salaam in November 2001, Dodoma Region in December 2001, and Iringa Region in January 2002. The key message of the first phase of the campaign was “you can’t tell by looking: wait or use a condom every time”. This message was delivered through a combination of community mobilization, mass media, and interpersonal communication for maximum impact with the intended audience. A major component, mass media, included advertising on radio, TV, and billboards. In addition, media advocacy, a football league, music performances, and youth rallies complemented the mass media component. Healthscope Tanzania implemented the campaign in collaboration with Africa Alive! Tanzania, Tanzania Media Women’s Association (TAMWA), and the Dar es Salaam Football Association. HCP provided technical assistance to all components of the campaign and funding.
HCP provided technical assistance to HST to meet ISHI’s objectives, which falls into four broad categories: capacity building of HST staff and ISHI Regional Teams; development of a comprehensive five-year ISHI communication strategy; development of new concepts and BCC materials for Phases II and III in a way that will strengthen existing messages; and monitoring and evaluation. HCP also provided technical assistance to East African Movies to produce 24 episodes of the Femina-HIP TV Talk Show, which debates issues raised from ISHI campaign messages in a lively format that has proven attractive to ISHI’s intended audience. In addition to HCP funds, DANIDA and Ireland Aid are providing approximately one million dollars to fund ISHI programmatic activities. SIDA is also funding the FEMINA HIP initiative that will operate in sync with HCP’s Femina-HIP TV Talk show.
Ishi quickly became a nationwide program with activities in all 23 regions supported by mass media (radio and TV) and community rallies held in 11 regions.
Strategy
The Ishi campaign strategy is summarized in the attached poster presentation from the 2003 Barcelona HIV/AIDS conference.
Materials and Tools
Pamphlets
Audience and Partners
The key implementing partner for the Ishi program was Healthscope Tanzania under the auspices of the Tanzania Commission for AIDS (TACAIDS). Other collaborating organizations included Africa Alive Tanzania, the Tanzania Media Women’s Association, Clouds FM radio, the Dar es Salaam Football Association, Femina HIP, DANIDA, SIDA and Irish AID. The primary audience for the program was Tanzanians aged 15 to 24.
Back to Tanzania
Note about materials: Some of the materials and resources listed on each page are available in their full form, others are represented by image or citation only. For more information and resources, go to www.jhuccp.org
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