Tuko Wangapi? Tulizana launched on June 1, 2012 in Dar es Salaam with the Executive Director of the Tanzania Commission for AIDS as the Guest of Honor. Radio and television spots went on air at high intensity at the same time. Following the launch, a series of one-day media orientations were held with presenters, DJs and presenters from TV and radio stations, print journalists, and bloggers in Dar es Salaam, Mwanza, and Iringa in June 2012. Participants were given background on concurrency and HIV, introduced to the campaign, oriented on the SMS platform, and linked to experts.
The Tanzania Capacity and Communication Project (TCCP) purchased weekly minutes on 19 radio stations for DJs and presenters to discuss issues related to concurrency on their programs, and to encourage SMS responses to questions from listeners. DJs and presenters were provided with resource materials and a discussion guide with suggested questions to spark conversation. Stations were given the flexibility to decide when and how to use the allocated discussion minutes in order to tailor the programming to their target audience, region, and program schedules.
In September of 2013, TCCP held an event to launch Phase II of Tuko Wangapi? Tulizana. The launch was officially conducted by Dr. Donald Mbando, Chief Medical Officer of the Ministry of Health and Social Welfare during a press conference in Dar es Salaam. Other representatives from the Government of Malawi and USAID gave remarks, and musical guest Ngwasuma made an appearance. A media orientation followed the press conference, where journalists and bloggers from all media houses were given further information on Phase II of the campaign.
TCCP also rolled out its Community Resource Kit (CRK) activity through community partners and activities. By December 2014, TCCP had reached 532,080 participants with the Tuko Wangapi? Tulizana CRK. TCCP also had a presence at large annual events such as World AIDS Day, and engaged university students during orientation sessions and a concert that drew 10,000 attendees. These events were covered by TV and radio stations, newspapers, and blogs. Partners distributed male and female condoms, conducted condom education sessions, offered HIV testing and counseling services, and STI and cervical cancer screening during these events.