Entertainment Education Programs

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Ghana: "Stop AIDS. Love Life"

Background
With an estimated HIV prevalence of between 4 to 5 percent nationwide, Ghana is sitting on a time bomb. Everyday during 1999 over 200 people in Ghana got infected with HIV. The National AIDS Control Program (NACP) estimates that at least 400,000 Ghanaians are already infected with HIV and within 5 years this number will double to 800,000. Perhaps the most disturbing fact is that most of the people who are infected with HIV are young people between the ages of 15-24. While the situation is precarious, there is hope that Ghana can avoid the massive epidemic that plagues East and Southern Africa where prevalence is as high as 25 percent.

Success, however, will require a sustained and highly visible effort. This effort was intensified in earnest starting on February 10, 2000 when Nana Konadu Agyeman Rawlings, the First Lady of the Republic of Ghana, launched the "Stop AIDS. Love Life" Campaign. In collaboration with the Ministry of Communication and the Ministry of Health/National AIDS Control Program, the Ghana Social Marketing Foundation (GSMF) and the Johns Hopkins University Center for Communication Programs (JHU/CCP) are implementing the "Stop AIDS. Love Life" Campaign with funding support from United States Agency for International Development (USAID).

The Campaign
The “Stop AIDS. Love Life” Campaign synthesizes the lessons learned from fighting AIDS in Africa over the past decade. The main purposes of the campaign are to increase awareness about HIV/AIDS in Ghana, to increase the adoption of safe sex behavior among Ghanaians, to de-stigmatize HIV/AIDS, and to encourage compassion, care and support for people living with HIV/AIDS (PLWA). The campaign includes Ghanaians who are HIV positive "coming out" to tell their stories; this has been effective in breaking down barriers and taboos elsewhere in Africa. Research in Ghana and elsewhere has shown that peer pressure, social support, and messages of empowerment can break down the barriers to preventive behaviors. The campaign will also act to make people aware of their own personal risk. In short, the campaign is informative, emotional, and action-oriented.

The “Stop AIDS. Love Life” Campaign will be implemented in phases over a period of two years. A combination of print and electronic media and community-based activities will maximize exposure and impact. The campaign features testimonials of Ghanaians living with HIV/AIDS and of their family members. Television and radio spots will increase awareness about the seriousness of the disease and will show positive behaviors. Ghanaian hip-life, highlife and gospel musicians have produced an AIDS song and music video which is about 7 minutes in length, featuring explicit messages of safe sex including the three core components of abstinence, fidelity and condom use.

A travelling road show will visit 120 towns across the nation during the year 2000 to promote HIV prevention in an entertaining and informative way. One million leaflets and booklets have been printed with information about the disease for distribution to health facilities, schools, churches, clubs and other community organizations. T-shirts, hats, posters, car stickers and outdoor signboards will also be featured in the campaign.

Also, initiatives for commercial drivers, hairdressers and barbers will be implemented by GSMF with technical assistance from JHU/CCP. Commercial drivers are a mobile group that come into contact with many people throughout the nation. Activities for commercial drivers will use peer educators recruited from the major transport hubs throughout the nation, trained and equipped with support materials.

The thrust of the activities for the Year 2000 is to maintain the high visibility and awareness of the “Stop AIDS. Love Life” campaign through community-based and grassroots activities using a new participatory tool called “Fleet of Hope with Future Islands.” Training of trainers for the Fleet of Hope was completed in July 2000. These TOTs will now train a total of 2000 Ghanaians who will become part of the road show to help spread the message and reduce the risk of HIV/AIDS infection in Ghana.

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