Campaign Design

Collaborators: The Tanzania Capacity and Communication Project (TCCP) supported the collaborative design of an HIV treatment campaign that involved the participation of TACAIDS, NACP, and other care and treatment partners, under the leadership of the Ministry of Health and Social Welfare (MOHSW). The design team developed potential campaign names in collaboration with Khanga Rue Media (KRM), an advertising agency selected to provide creative input and create campaign materials and logo designs.

Objectives for supporters of People Living with HIV & AIDS (PLHIV): To increase knowledge of the importance of adherence, remind PLHIV to take antiretrovirals (ARVs) at the right times and in the right way, assist PLHIV to attend scheduled appointments, disclose HIV status to HIV positive children and adolescents, and to have non-stigmatizing attitudes towards PLHIV. 

Objectives for PLHIV: To increase disclosure of HIV status to at least one treatment supporter, attain 95% or higher adherence to ART, and attend scheduled appointments and tests.

Campaign messages centered around:

  • Disclosure of HIV status
  • The importance of adherence to medication
  • The roles of treatment supporters and tips for adherence support (including encouragement of PLHIV to adhere to medication and attend appointments, assist with preparing nutritious meals for PLHIV, supporting PLHIV in attending support groups, providing transport to medical appointments, etc.)
  • Side effects and how to manage them
  • Practicing behaviors that protect sexual partners from HIV in discordant relationships

Material Pre-Testing: The campaign name selected was TUNAKUTHAMINI (‘We value you’). The target audience and stakeholders preferred that the campaign name stand alone with no slogan. The chosen logo featured three people embracing each other. Pre-testing and stakeholder reviews suggested that all three individuals should embrace with their arms around each other to show togetherness. Furthermore, the logo should use three different colors so that it didn’t seem to be singling out and potentially stigmatizing one person as living with HIV.  The design team also developed radio spots, a signature song, and posters, which were all pretested with members of the campaign’s target audience. These mass media materials were then finalized based on feedback and input from pretesters.