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FOR IMMEDIATE RELEASE
January 18, 2002
“Play for Life” Kicks Off in Four African Countries Along With
Africa's Largest Sporting Event, The Cup of Nations
HIV/AIDS Prevention Campaign Focuses on Soccer Players, Fans BALTIMORE—When Africa's equivalent of the Super Bowl kicks off this weekend, millions of young male soccer fans will be urged also to “Play for Life” and prevent HIV/AIDS infection.
The “Play for Life/Jouer pour La Vie” campaign will be officially launched Saturday as the 23rd African Cup of Nations begins. The African Cup is the continent's largest sporting event and it takes place every two years to decide the top national soccer team in Africa. It is part of the Caring Understanding Partners program, which has been using sporting venues to reach young males in ten African countries since 1998. This year's event takes place in Mali from January 19 through February 7. In addition to the events in Mali, Play for Life will also kick off simultaneously in Nigeria, Ghana and Burkina Faso.
The Johns Hopkins University Center for Communication Programs (JHU/CCP), with support from the U.S. Agency for International Development, provided technical assistance to the local ministries of health, ministries of youth and sports, local non-governmental organizations and other international donors to develop this campaign.
“It is crucial to reach as many young men as possible because AIDS is hitting African youth hard,” said JHU/CCP's Director, Jane Bertrand, PhD, MBA. “Our research shows that the Play for Life campaign will be seen by large audiences of young males that either attend national soccer games or watch them on community television sets.”
National soccer players have been trained and will serve as spokespeople and role models in Nigeria, Burkina Faso and Mali. Players will develop a “game plan,” which will detail how they protect themselves from HIV/AIDS, and encourage their fans to develop their own personal game plan for a healthy future. For example, a player could promise in his game plan to use a condom, remain faithful to one partner or to abstain from sex until married.
In addition to events and materials at national soccer games, the new Play for Life campaign will produce radio and television spots featuring popular soccer players. And players will also promote HIV prevention messages in interviews with the local media and in personal appearances at youth clubs and schools.
The campaign hopes to reach a wide audience of young males since soccer is extremely popular in east and central Africa. And soccer fans respect and imitate their favorite players, making them ideal role models. Research shows that young males are not taking steps to reduce their risk of contracting HIV/AIDS. For example, less than one-third of the young men ages 15-24 in Nigeria and Ghana report using a condom in their last sexual encounter.
AIDS is the leading cause of death in Africa. According to the latest figures from the United Nations, more than 70 percent of the world's young people infected with HIV/AIDS live in sub-Saharan Africa.
Established in 1988, the Johns Hopkins Center for Communication Programs is a leader in the field of strategic, research-based communication for behavior change and health promotion. The Center's programs focus on a variety of public health issues, including family planning, reproductive health, HIV/AIDS, child survival, maternal health, and the environment.
For more information contact: Kim Martin at Johns Hopkins Center for Communication Programs, 111 Market Place, Suite 310, Baltimore, Maryland 21202, USA. Tel: 410 659-6140; Fax: 410 659-6266 e-mail: press@jhuccp.org. PRESS ROOM: http://www.jhuccp.org/pressroom/
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