Presentation SAHARA
    2 December 2009
     Gallagher Estate
    Rayhana Rassool
Background
 A SADC Think Tank meeting in Maseru,
 Lesotho, in May 2006 identified multiple and
 concurrent partnerships by...
Process

 Meeting of 9 countries to design
 formative research
 Research Design similar but adapted to
 local country needs
Research Methodology
    167 Focus Group Interviews
Country        16 – 20 years 20+   16 - 20   20+   Total

            ...
Methodology
    89 In-depth Interviews
Country        16 – 20 years 20+   16 - 20   20+   Total

               Females   ...
Research with ordinary men and
   women emerging themes
    MCPs are common practise
    Sexual dissatisfaction/communicat...
Sexual dissatisfaction
  ‘… There are different styles in blue movies and your
  wife doesn’t manage to do this, so he
  t...
Culture and social
norms
 ‘The saying that says ‘Monna ke selepe wa adimanwa’ [It
 literally means ‘a man is an axe and ca...
Alcohol and MCP
  “And when you are drunk, at the club but
  you know you don’t have condoms,
  when things start heating ...
Process
  Steering committee – 9 countries
  Discussed research

   ISSUES WERE CROSS-CUTTING – SOUL
   CITY & PARTNERS DE...
Regional vs. local
  Set of regional messages
  Each country had own message
  development process
   Country specific mes...
Campaign model        Adv
                            oca
                               c   y   Cr
                      ...
Campaign Message

Having multiple concurrent relationships puts you and your loved
  ones at risk of getting infected with...
South Africa Campaign
  Many partners
  TV drama series
  Radio drama
  Toolkits for partners – includes booklets,
  T-shi...
South Africa Campaign
  Many
  partners          Well used phrase:
  TV drama          How many are we in
  series        ...
Tanzania
             TV talk show
             Magazine




Billboards
posters
Lesotho
       Radio Drama
       Billboards
       Booklet



                                             Lovers are lik...
Swaziland
 National partnerships
 Radio drama
 Booklets
 Billboards
Zambia
 Launched on 16
 June 2009
 One Love Kwasila
 www.onelovekwasi
 la.org
 Partnership with
 NAC, HCP and SFH
Zimbabwe
 PSAs
 Radio Drama
 Booklet
 Partnership with
 NAC/UNFPA on
 materials
Malawi
 Booklet
 Magazine show
 Radio Drama
 PSA’s
 Social Mobilisation
Mozambique
 Radio Drama
 Social Mobilisation
 Booklets
 PSAs
Regional Elements
  Partnerships (eg. IOM)
  Trucking Routes – Trucking Wellness
  ABMP – Public Service Announcements
  M...
9 countries 9 films Southern Africa: each locally made,
researched, produced
Thank You
For more information about the campaign
              you can go to:

    www.onelovesouthernafrica.org
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  1. 1. Presentation SAHARA 2 December 2009 Gallagher Estate Rayhana Rassool
  2. 2. Background A SADC Think Tank meeting in Maseru, Lesotho, in May 2006 identified multiple and concurrent partnerships by men and women with low consistent condom use, and in the context of low levels of male circumcision as key drivers of HIV pandemic in Southern Africa. There are numerous academic and opinion articles confirming MCP as a driver of the epidemic in Southern Africa
  3. 3. Process Meeting of 9 countries to design formative research Research Design similar but adapted to local country needs
  4. 4. Research Methodology 167 Focus Group Interviews Country 16 – 20 years 20+ 16 - 20 20+ Total Females Males Botswana 4 3 4 2 13 Lesotho 2 4 1 2 9 Namibia 2 10 3 7 22 Malawi 6 8 5 8 27 Mozambique 3 6 3 6 18 South Africa 5 11 4 10 30 Swaziland 2 8 2 8 20 Zambia 1 7 1 7 16 Zimbabwe 1 5 1 5 12 Totals 26 62 24 55 167 4
  5. 5. Methodology 89 In-depth Interviews Country 16 – 20 years 20+ 16 - 20 20+ Total Females Males Botswana 4 - 4 - 8 Lesotho 2 2 2 4 10 Namibia - - - - - Malawi 2 7 2 7 18 Mozambique 3 3 3 3 12 South Africa - 3 - - 3 Swaziland - 12 - 12 24 Zambia - 4 - 4 8 Zimbabwe - 2 - 4 6 Totals 11 33 11 34 89 5
  6. 6. Research with ordinary men and women emerging themes MCPs are common practise Sexual dissatisfaction/communication Emotional and physical dissatisfaction Culture and social norms influence MCPs Money and material possessions Alcohol and MCP Men cannot control sexual desire Pressure Male domination and abuse HIV and AIDS risk and fatalism
  7. 7. Sexual dissatisfaction ‘… There are different styles in blue movies and your wife doesn’t manage to do this, so he thinks to go to another sexual partner. [Malawi Married Man] “It’s because now we are discerning - we know the difference between good sex and bad sex. Like you know if someone is boring in the bedroom and you know when you have met someone who hits the spot. You carry on with the other one if he gives you other things but you know that he just doesn’t do it for you sexually.” [South Africa Women Rural KwaZulu/Natal 25-35]
  8. 8. Culture and social norms ‘The saying that says ‘Monna ke selepe wa adimanwa’ [It literally means ‘a man is an axe and can be borrowed.’ meaning ‘a man can just have as many partners as he wishes and it is not a crime’ [Botswana Urban Out-Of-School Boys] “In addition, we are talking about nature, you can’t control the feelings son. Basotho believed that the solution is to marry many wives. The person who said he can manage to control the feelings is mentally ill. Men are born that way.” [Lesotho Urban, 46 and older]
  9. 9. Alcohol and MCP “And when you are drunk, at the club but you know you don’t have condoms, when things start heating up, you definitely not going to hold yourself back.” [Male 24-28 years Kwazulu South Africa student]
  10. 10. Process Steering committee – 9 countries Discussed research ISSUES WERE CROSS-CUTTING – SOUL CITY & PARTNERS DECIDED TO DO A REGIONAL CAMPAIGN Developed regional messages jointly Developed name and logo and then tested a few names and logos in all countries
  11. 11. Regional vs. local Set of regional messages Each country had own message development process Country specific messages Country specific target audiences Country specific partners particularly NAC’s
  12. 12. Campaign model Adv oca c y Cr ea te s su Mass media p po rti ve en vir o nm en t Reflects Social change Stimulates Outreach /social mobilisation
  13. 13. Campaign Message Having multiple concurrent relationships puts you and your loved ones at risk of getting infected with HIV. A safe relationship means: there are no secrets and lies communicating effectively with each other challenging cultural practices that support MCP there is respect and equal rights for and between men and women Societies must support and encourage safe relationships.
  14. 14. South Africa Campaign Many partners TV drama series Radio drama Toolkits for partners – includes booklets, T-shirts, posters, bangles etc Community dialogues Community radio
  15. 15. South Africa Campaign Many partners Well used phrase: TV drama How many are we in series the relationship? Radio drama Toolkits for partners – includes booklets, T- shirts, posters, bangles etc Community dialogues Community radio
  16. 16. Tanzania TV talk show Magazine Billboards posters
  17. 17. Lesotho Radio Drama Billboards Booklet Lovers are like cabbages. They hold themselves in one place. All of us should Don't be like a pumpkin be like cabbages." The message on this poster makes a play on the Sesotho proverb on the sexual habits on men and women, which says "men are like pumpkins, they spread themselves all over the place, and women are like cabbages, they hold themselves in one place."
  18. 18. Swaziland National partnerships Radio drama Booklets Billboards
  19. 19. Zambia Launched on 16 June 2009 One Love Kwasila www.onelovekwasi la.org Partnership with NAC, HCP and SFH
  20. 20. Zimbabwe PSAs Radio Drama Booklet Partnership with NAC/UNFPA on materials
  21. 21. Malawi Booklet Magazine show Radio Drama PSA’s Social Mobilisation
  22. 22. Mozambique Radio Drama Social Mobilisation Booklets PSAs
  23. 23. Regional Elements Partnerships (eg. IOM) Trucking Routes – Trucking Wellness ABMP – Public Service Announcements Meet Joe www.onelovesouthernafrica.org Regional TV: Love Stories Series: 10 Countries
  24. 24. 9 countries 9 films Southern Africa: each locally made, researched, produced
  25. 25. Thank You For more information about the campaign you can go to: www.onelovesouthernafrica.org
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