About this project
Launched in October 2009, the OneLove campaign in Malawi was part of a regional Southern African initiative which sought to address multiple concurrent partnerships (MCP), an issue identified as one of the key drivers of HIV infection in the region. In Malawi, the OneLove campaign was rolled out with support of a number of partners, including the faith-based community, the private and public sector, non-governmental organisations (NGOs), and men and women in uniform.
The campaign activities, which included mass media and social mobilization, were implemented by a cross-section of partners. The media component comprised of television talk shows, a radio drama series and radio talk shows, public service announcements (PSAs), and the distribution of booklets and other print materials. Social mobilization activities involved various interpersonal communication activities and community outreach activities.
Communication Strategies
The specific aims of the campaign were to
• Raise awareness of the risks of having multiple and concurrent sexual partnerships.
• Get people talking and thinking about their choices and practices that cause them to engage in multiple and concurrent sexual partnerships.
• Create public debate about how culture and gender impact on the HIV and AIDS epidemic.
• Challenge harmful cultural values and norms that put people at risk of HIV infection.
The key messages of the campaign were
• Having multiple and concurrent sexual partnerships puts you and your loved one at risk for HIV infection. The more sexual partners you have, the more the risk of HIV infection.
• Reduce the number of sexual partners that you have to reduce your chances of getting HIV.
• Stick to and be faithful to your one and only sexual partner and you can be sure of less or no risk to HIV infection.
• If you are in a polygamous relationship, respect the founding principles of polygamy. Stick to the wives that you have. You should understand that if one person was infected, it means all of you will be infected.
• To be sure that you are not at risk of HIV infection, go for HIV testing and counselling so that you know your status and the status of your sexual partner before having unprotected sex.
Organizations like Pakachere, PSI Malawi, and Bridge project, together with the private and public sector partners, raised awareness about MCP through workshops, public talks, and mass media campaigns.
OneLove Campaign Channels
• Two high quality short films; The Test and After the Honeymoon
• Four Short Films for community dialogue session
• Music Album consisting of a six-track collection of songs by various Malawian artists featuring lyrics on multiple and concurrent sexual partners.
• One Love radio drama series (2 series of 52 episodes each)
• Print booklets, posters, and fact sheets.
• A Billboard Campaign
• TV talk shows aired across five series (13 episodes each)
• Interpersonal communication through 72 out-of-school youth clubs to address MCP through awareness raising activities, skills building in efficacy and decision making, and by promoting gender equality.
• Training Sessions targeting people in uniform, faith based organizations and the private sector
Development Issues
HIV/AIDS
Key Partners
National AIDS Commission, Pakachere Institute of Health and Development Communication, Population Services International (PSI) Malawi, Bridge Project Malawi, United Nations Population Fund (UNFPA), and The Joint United Nations Programme on HIV/AIDS (UNAIDS).