![[ Visit Client Website ]](images/banner.gif)
Background: HIV prevalence remains high at 14.3% among 15-49 yr olds in Zambia (ZDHS 2007). Multiple and concurrent partnerships (MCP) has been identified as a key driver. The National HIV Prevention Strategy (2009) calls for addressing MCP through behavior change communication programs. Under the coordination of the NAC, MoH, HCP Zambia, SFH and ZCCP launched a multi-media campaign: One Love Kwasila! (“kwasila” means “that’s all”). The campaign was based on formative research conducted by three organizations. OLK focused on urban and peri-urban men, raising self-risk perception and provoking dialogue around MCP and HIV risk-reduction behaviors. The campaign achieved impressive exposure and brought high profile attention to the issue.
Program background: Qualitative research indicated that urban/peri-urban men with some disposable income were a key audience to focus on and that new technologies like cell phones and web-based social networking sites appeal to them. The innovative nature of this campaign, including the use of new technologies, drew national attention. The centerpiece of OLK is a 10-part soap opera called Club Risky Business. The series focuses on three men friends, who meet in a bar and share their stories. The barman is the narrator who provides the epiphany at the end of each episode. The campaign is designed to be engaging, informative and thought provoking while avoiding any moralistic overtones that could alienate the audience. The stories are based on the real life everyday choices people make, the consequences that follow and realistic options to avoid risk. Because of this approach, the series struck a nerve across the country. The first of its kind in Zambia, CRB aired on ZNBC, the national broadcaster and MUVI TV, a popular private channel. Each episode aired twice on each channel over 10 weeks. Each week’s theme was linked to a related SMS message competition. Other materials/channels included posters, website, facebook page, branding on inter-city buses, radio and tv spots, and weekly panelists on popular radio and TV talk shows.
Evaluation Methods and Results: Data about the campaign was gathered through an HCP endline survey, the SMS competition and Facebook. After only two weeks on the air, exposure among men was as high as 27%. The SMS competition generated close to 10,000 responses. The Facebook site has over 4,700 fans who continue to discuss issues. A sample posting: “One Love Kwasila just really changed my life… I am now more aware of how high the risk of getting HIV is. ...I think everyone should watch it. Who knows it can save your life.”
Conclusions: Using innovative technologies and engaging realistic story lines can generate dialogue among friends and couples around difficult topics like MCP and inspire action. OLK was envisioned as a multi-phase campaign; the next stage should target women and continue to fuel the conversations between both sexes to make choices to protect themselves and each other.
Implications for research and/or practice: CRB’s production was Zambian led with technical assistance provided by US funded partners. Being an indigenous program, it was able to directly speak to the audience, address the challenges they face and present realistic options for solution.