Club Risky Business Creative Brief

Source: Johns Hopkins University Center for Communication Programs

Year of Publication:

2009

A strategy document for Club Risky Business, a multimedia campaign in Zambia focusing on concurrent sexual partnerships. The objective of the campaign is to serve as a “wake-up call” or “epiphany” for target groups.

The communication objectives were:

1. Increase personal risk perception for acquiring HIV through better understanding of “window period” (viremicity) and sexual networks (role of concurrency)
2. Increase understanding of protective behaviors (primarily partner reduction but also condom use)
3. Increase sense of responsibility to not infect others

This video describes the development of the project.