Campaign Components

Radio and TV

A total of 24 radio spots (12 Phase I, 12 Phase II) were developed for the campaign. Phase I spots demonstrated how characters with no obvious connection to one other might be closer than they ever realized by building out the story of an extended sexual network. Phase II spots modeled characters ending relationships with outside partners, resisting the initiation of new partnerships, talking to their partner about concurrency, condom use, and/or HIV counseling and testing, or showing a close relationship between primary partners.

The Tanzania Capacity and Communication Project (TCCP) also produced six television spots that echoed its radio spots, and collaborated with Femina Hip to produce an episode of Fema television talk show devoted to concurrent partnerships. The 30-minute production invited young people, experts, celebrities and politicians to discuss critical issues relating to youth lifestyles. TCCP also dubbed Club Risky Business, a 10-episode Zambian television mini-series on concurrent partnerships, into Kiswahili. The show’s existing discussion guide was also translated and re-conceptualized.

Print Media, Social Media, and Promotional Materials

TCCP produced a variety of print and promotional materials to support the campaign. A foldable “Z-card” was distributed to community outreach participants, containing information on the risks of sexual networks, reasons for concurrency, tips for how to improve your relationship with your main partner, and strategies for reducing outside partners. Additionally, vinyl banners, t-shirts, tire covers, bumper stickers, bags, folders and pens promoted the Tuko Wangapi? Tulizana brand.

Concurrency-related articles, branded advertisements and advertorials were featured in 3 editions of Femina Hip’s Si Mchezo! magazine, a bi-monthly publication with an estimated readership of 2.6 million. Articles, advertisements, and advertorials were also placed in 2 editions of Fema magazine, a quarterly publication with 2.8 million readers. TCCP also supported the printing of Sema Naye (One Love), a 52-page magazine dedicated to concurrent partnerships.

Intensive social media activities rolled out through daily interactive posts on the Tuko Wangapi? Tulizana Facebook page, availability of campaign content on YouTube, corresponding Instagram and Twitter accounts, and digital ad placement in Google, Facebook, and popular local blogs.

Community Outreach (CRK)

Tuko Wangapi? Tulizana had an extensive community outreach component through its community resource kit (CRK), designed for use with small groups of less than 25. Using an interactive storytelling approach, the facilitator narrates the account of several people connected to each other through their sexual partners. Participants assume the roles of the characters by wearing nametags and then hold each other’s hands or clothing. At the end, the audience learns that one person in the network is infected with HIV. This is followed by an in-depth discussion on the consequences of sexual networks and strategies for reducing one’s risk if engaged in concurrent partnerships. Participants then break apart sexual networks by ending external partnerships and adopting risk reduction behaviors.