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. Process
Meeting of 9 countries to design
formative research
Research Design similar but adapted to
local country needs
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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Tanzania
TV talk show
Magazine
Billboards
posters
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."
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. 9 countries 9 films Southern Africa: each locally made,
researched, produced
25. Thank You
For more information about the campaign
you can go to:
www.onelovesouthernafrica.org
