Malawi’s Tasankha (Our Choice!) campaign is a multi-media effort under the BRIDGE II Project, a USAID-funded five year behavior change communication program that focuses on promoting normative change and increasing HIV preventative behaviors among the adult population in 11 districts in the southern region of Malawi.
The Tasankha campaign promotes family values and positive behavioral choices in addressing concurrent and multiple partnerships as a key driver for new HIV infections in Malawi. The aim of the campaign is to support individuals and communities to better understand that “choices” are central to behavior and to facilitate better behavioral choices around HIV prevention.
The campaign has three phases. The first phase -- “family values” -- motivates people to cherish, support and protect their loved ones. The next phase is “know your risk”, which aims to increase risk perception regarding multiple and concurrent partnerships and other related behaviors. Messages under this phase will help people understand that the choice to have more than sexual partner can put them in sexual network, therefore putting them and their loved ones at risk of conracting HIV. The final phase -- “reduce your risk” -- encourages sexual partner reduction and leaving the sexual network.
Media Links
Links to this media are given below.
