The OneLove Campaign is joining forces with a continent-wide coalition of more than 60 African broadcast companies to launch a new series of ads for television and radio which will roll out over the next year.
To be broadcast across 38 countries, the ads highlight the effect of sexual networks in exacerbating the risk of HIV infection for men and women making it one of the key drivers of infection particularly among young adults.
This partnership, using the tagline: “Imagine the Possibility of an HIV-free Generation: It Begins with YOU”, aims to create public discussion about the role of traditional gender stereotypes in sexual relations. The campaign also calls on all Africans to think about their individual and collective role and responsibility in helping combat the HIV and AIDS epidemic and in achieving a better future for all Africans.
The PSAs include 10 second, 30 second and one minute slots, which are being flighted in English, French, Portuguese and Arabic. The first set of PSAs, focusing on MCP will run for 3 months. Other themes to follow include gender, stigma and testing.
Harriet Perlman, regional director of the OneLove campaign says: “Traditional perspectives on the sexual roles of males and females creates a situation where the common practice of multiple sexual relationships in the same period is an accepted fact of life. Unfortunately in today’s world this phenomenon greatly increases the risk of HIV infection for both men and women involved in the sexual networks resulting from multiple concurrent sexual partnerships.”
Grace Sinyangwe, head of the Zambia Centre for Communication Programmes, which is part of the OneLove regional effort says, “We are dealing with deeply entrenched sexual habits. Our goal is to create public debate about the impact of multiple sexual relationships in driving HIV infection and to promote an understanding that in these times traditional sexual roles are not only no longer socially appropriate, but could very likely lead to HIV and AIDS.”
About ABMP
Launched in late 2005, the ABMP now includes 60 broadcast companies across 38 countries committed to increasing the quantity, quality and effectiveness of HIV/AIDS-related broadcast programming. ABMP member companies commit their own financial, production and personnel resources in support of the effort, as well as a minimum of 5% daily airtime. (See www.broadcasthivafrica.org for more information)
Watch the 60 second TV ad:
Listen to the audio ads:
Imagine:
Friends encourage friends to have one love
People talk to, protect & respect their partners
Go to www.itbeginswithyou.org to learn more.
