A group of local and international partners (CCP, FDC, N’WETI, PSI) joined forces to support the National AIDS Council (CNCS) in the development of a coordinated campaign and unified concept to reduce multiple concurrent partners (MCP) by modeling positive change and partner reduction. The group designed the campaign in two phases to introduce MCP risks and trigger debate on social norms related to multiple partners. The first phase focused on increasing the awareness of MCP risks (supported by FDC and PSI) and the second phase was designed to increase social disapproval of MCP behaviors (supported by CCP and N’weti).
Research identified the concept of “Andar Fora” (stepping out) commonly used among Mozambicans to refer to sexual partnerships outside of marriage (formal and informal). From this came the campaign slogan “Andar fora e maningue arriscado” (stepping out is very risky).
Campaign interventions:
A trilogy of TV spots presenting (1) Rosa, a young woman about to marry who aspires to a different kind of relationship based on trust and respect, (2) her fiancé Alberto, who rejects the advice of his friends, uncles and grandfather, stating that one woman is enough for him and that he wants to be able to trust and communicate freely with his wife, and (3) Rosa and Alberto, now happily married with two children. Despite the urging of his friends, Alberto doesn’t go out drinking and dancing with friends and single ladies, choosing instead to return home to Rosa and the kids.
In addition to the TV spot trilogy, the campaign included three linked radio spots, seven 12-minute radio programs on MCP, as well as structured community discussions. The campaign launched in early June 2010 and was on air for two months, including during the World Cup soccer games, thus gaining a large viewership. The TV spots were broadcast in primetime programming on the major local TV stations (TVM,TV Record, STV) for a total of 912 television broadcasts over the two-month period. The radio spots/programs were broadcast (Radio Mozambique) nationally 170 times and 471 times at the provincial level in Sofala and Zambézia (Radio Mozambique and 11 community radio stations). The campaign “media placement” strategy achieved high visibility, heavy frequency, primetime selection, and thus obtained high target audience penetration.
Videos:
"Andar fora e maningue arriscado" TV Spot 1 [1]
"Andar fora e maningue arriscado" TV Spot 2 [1]
"Andar fora e maningue arriscado" TV Spot 3 [1]
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