To be broadcast across 38 countries, the ads aim to 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 Africans to think about their individual and collective role and responsibility in helping combat the HIV and AIDS epidemic.
The public service announcements (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 multiple sexual partners (MSP) will run for three months. Other themes to follow include gender, stigma and testing.
The OneLove campaign in South Africa includes the Soul City TV series, which is said to have drawn audiences of over six million adult viewers during its run on SABC 1 and a radio drama currently on air. Local TV channels involved in the campaign are SABC, e-TV and M-NET Multichoice.
Harriet Perlman, regional director of the OneLove campaign says: "Traditional perspectives on the sexual roles of males and females create 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 invisible networks resulting from multiple concurrent sexual partnerships."
The OneLove campaign is the initiative of a team of regional NGOs led by the Johannesburg-based Soul City Institute. In addition to building awareness through media, these organisations aim to add value through community-based and locally organised face-to-face social mobilisation interventions.
Launched in late 2005, the ABMP (African Broadcast Media Partnership) now includes 60 broadcast companies across 38 countries that have 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.
For more information, go to www.broadcasthivafrica.org.
To view the first set of ads, go to www.onelovesouthernafrica.org and www.itbeginswithyou.org.
