Region/Country: Zambia

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Sugar Daddy [TV Spot]

Source: Chemonics

This TV spot is part of the Safe Love campaign, a comprehensive HIV prevention campaign that addresses key drivers of HIV/AIDS in Zambia, including multiple and concurrent sexual partnerships, low and inconsistent condom use, and mother-to-child transmission of HIV. The spot shows a young girl approaching an older man who is getting out of his car. The narrator tells us that this man is not her father, and asks, “Then who is it?” The narrator then asks, “Have you thought about HIV?” and the spot ends with the slogan “Think Talk Act.” In a rapid survey of the Safe Love Campaign conducted in May 2012, it was shown that 66.5% of respondents were exposed to the Safe Love campaigns, 56% learned at least one message from the campaigns, 39% reported changing their sexual behavior as a result of the campaign, 91% felt that Safe Love messages were relevant for Zambians, and 93% reported that they had a positive reaction to the campaign’s messages.

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SBCC in Support of Malaria in Pregnancy Control Programming: A Five Country Review

Source: Johns Hopkins CCP

Year of Publication:

2014

The burden of malaria has dropped significantly in the last 10 ten years. It is unfortunate that this completely preventable disease continues to exist at all, particularly among pregnant women, where malaria can have extreme consequences on both maternal and fetal outcomes. Research has shown that effective social and behavior change communication (SBCC) programs can have an impact on the uptake of malaria in pregnancy (MIP) interventions, including the use of long lasting insecticide treated nets (LLINs), taking at least three doses of intermittent preventive treatment during pregnancy (IPTp), and prompt treatment seeking behavior that utilizes rapid diagnostic tests (RDTs) and artemisinin-based combination therapies (ACTs). The extent to which SBCC for MIP is integrated into country programs, however, is unclear.

To address this issue, this review of five countries (Ghana, Liberia, Malawi, Nigeria, and Zambia) was conducted to assess the extent to which MIP SBCC guidelines have been incorporated into national strategic plans. The review collected the following strategic documents from each of the five countries as available:

• National malaria strategies
• National malaria case management documents
• National reproductive health documents
• National malaria communication strategies
• MIP guidelines and training documents
• Malaria monitoring and evaluation frameworks

Each document was reviewed for document-specific criteria that indicate the depth, harmonization, and integration of SBCC for MIP in country programs. A summary of document findings and country specific recommendations is provided for each of the five countries.

A collective summary of overarching findings that can be seen across all of the countries includes the following statements referencing SBCC for MIP in strategic documents:
1. National malaria communication strategy objectives and activities are not always consistent with those laid out in the national malaria strategic plan.
2. Strategies do not tend to segment audiences thoroughly. Service providers and those who support pregnant women are rarely mentioned.
3. Knowledge is an overly emphasized focus of SBCC efforts. Attitudinal behavioral determinants are seldom addressed. Those countries looking to conduct formative research to inform MIP priorities should assess self-efficacy, perceived risk, and social norms.
4. Country specific barriers to behaviors that prevent and control malaria in pregnancy, identified in the documents’ situation analysis, are not often addressed by SBCC strategies.
5. If and when countries’ national malaria control program and reproductive health units integrate their service providers’ training activities, documents, and supporting activities, the manner in which this occurs is not well detailed.
6. National malaria strategies do not always outline objectives that are detailed enough to guide the development of effective national communication strategies.

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Safe Motherhood Men [Radio Spot]

Source: Chemonics

This radio spot was used as part of the Mothers Alive campaign to encourage men to get involved in birth planning and caring for their partners before, during, and after pregnancy. Using the “big man” concept, the spot is a conversation between two friends, with one telling the other that he can truly be a “big man” by planning and saving money for the delivery of his soon to be born child. The spot emphasizes delivery in a health facility and 3 postnatal care visits.

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Safe Motherhood Community Radio Spot

Source: Chemonics

This radio spot was used as part of the Mothers Alive campaign to help communities see the role they play in safe motherhood. The spot emphasizes that mothers are the foundation of the community and that the community needs to protect mothers. The community can do this by ensuring a pregnant woman has at least four visits to the health clinic for antenatal care, delivers in a health facility, and returns to the health center within 6 days after birth.

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Safe Motherhood Antenatal Care Radio Spot

Source: Chemonics

This radio spot was used as part of the Mothers Alive campaign to promote the importance of antenatal care. The spot focuses on a mother and her daughter. The mother visits her daughter and the daughter announces that she is pregnant. The mother then encourages her daughter to begin taking care of herself. She reminds her to go for antenatal care immediately, to continue to visit the clinic to stay healthy, even if she is HIV positive.

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Safe Love Theme Song

Source: Chemonics

This song is part of the Safe Love campaign, a comprehensive HIV prevention campaign that addresses key drivers of HIV/AIDS in Zambia, including multiple and concurrent sexual partnerships, low and inconsistent condom use, and mother-to-child transmission of HIV. The song touches on the campaign’s themes about knowing one’s HIV status, sticking to one partner, using a condom, and living responsibly. In a rapid survey of the Safe Love Campaign conducted in May 2012, it was shown that 66.5% of respondents were exposed to the Safe Love campaigns, 56% learned at least one message from the campaigns, 39% reported changing their sexual behavior as a result of the campaign, 91% felt that Safe Love messages were relevant for Zambians, and 93% reported that they had a positive reaction to the campaign’s messages.

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Safe Love PMTCT [Radio Spot]

Source: Chemonics

This ad is part of the Safe Love campaign, a comprehensive HIV prevention campaign that addresses key drivers of HIV/AIDS in Zambia, including multiple and concurrent sexual partnerships, low and inconsistent condom use, and mother-to-child transmission of HIV. The ad encourages men to take part in protecting their unborn children. Several men are talking about what it means to be a real man. One says that being a real man means going with one’s partner to get antenatal care and HIV testing as soon as they know she’s pregnant. A real man, he says, will give his child the best start in life that he can and protect his baby from HIV. In a rapid survey of the Safe Love Campaign conducted in May 2012, it was shown that 66.5% of respondents were exposed to the Safe Love campaigns, 56% learned at least one message from the campaigns, 39% reported changing their sexual behavior as a result of the campaign, 91% felt that Safe Love messages were relevant for Zambians, and 93% reported that they had a positive reaction to the campaign’s messages.

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Rhythm of Life Music and Health Festival – Zambia

Source: Johns Hopkins University CCP, MoH Zambia and partners with support from the United States Agency for International Development

Year of Publication:

2009

“Rhythm of Life” is Zambia’s first music festival and health fair developed under the Health Communication Partnership, a six-year project funded by USAID, which provided family planning, reproductive health and maternal and child health service, HIV counseling and testing, counseling and referral for male circumcision, malaria testing, and other health counseling services.

Bringing together the top musicians in Zambia in a training to be Health Ambassadors, this effort also led up to a “We are the World”-style music video and performance that included all the artists in a wildly popular song called “Rhythm of Life” featuring the legendary Oliver Mtukudzi. The lyrics of the song are about taking responsibility for your own health.

Links to the songs are as follows:

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Report on National Family Health Campaign

Source: Breakthrough ACTION/Johns Hopkins Center for Communication Programs

Year of Publication:

2020

This is a report on the “Life is Precious, Take Care of It” campaign in Zambia. This campaign was created to convey positive messages and positive social norms around health for Zambians under this unifying theme.

Breakthrough ACTION Zambia a United States Agency for International Development (USAID)-funded initiative to improve the health and well-being of Zambian families. Breakthrough ACTION Zambia is implemented by a consortium of partners led by the Johns Hopkins Center for Communication Programs (CCP).

With its unifying theme, the national family health campaign offers Zambians a single communication platform to address five key family health issues: maternal and child health, reproductive health, malaria prevention, HIV prevention, and nutrition.

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