Campaign Reach

The Tanzania Capacity and Communication Project (TCCP) distributed a total of 614,700 communication and promotional materials to 23 districts to support Tanzania’s elimination of mother-to-child transmission of HIV (eMTCT) efforts, starting in November of 2013. In addition to distributing materials, TCCP oriented members of the media and conducted exciting launch events at the district level. 

TCCP addressed the issue of eMTCT and promoted prevention of mother-to-child transmission of HIV (PMTCT) through many of its program platforms. The Wazazi Nipendeni campaign included dedicated spots and materials focused on PMTCT, the Green Star campaign for family planning included messaging around PMTCT, and content and messages on PMTCT were incorporated into TCCP’s Community Resource Kit, its flagship TV drama Siri ya Mtungi, the couple communication campaign Aiisseee!, and the Radio Magazine program. 

Impact of the eMTCT Campaign

A 2014 report on PMTCT from the Ministry of Health and Social Welfare (MOHSW) revealed promising news: 90% of HIV-positive pregnant and lactating women were on ART in 2014, compared to 71% in 2012. This took place because of widespread awareness raising and effective social and behavior change communication throughout the country.

The distribution of materials with key messages on the importance of PMTCT at the regional and district levels directly to pregnant and lactating mothers, community members, family members, partners and spouses, and local leaders significantly supported the observed increase in PMTCT coverage. Effective orientation of members of the media also contributed to widespread increases in awareness of eMTCT and PMTCT services to Tanzanian communities.