....as the 'Stop AIDS Love Life' Campaign Gets Established in Ghana

Increased condom sales are the first sign of success for the "Stop AIDS Love Life" prevention campaign, which began last year in Ghana using radio, television, music videos and testimonials from people living with HIV/AIDS, according to researchers at the Johns Hopkins University Center for Communication Programs (JHU/CCP).

Initial data show that since the campaign began in February 2000, condom sales from the country's largest manufacturer jumped from an average of 2.7 million every six months to a record 6.6 million in the six months ending June 1, 2001. The campaign materials include the slogan "If It's Not On, It's Not In," thus avoiding the use of the word "condom" and appearing to strike a chord with the people of Ghana. The AIDS prevention campaign is a joint effort from the Ghana Ministries of Communications and Health, the Ghana Social Marketing Foundation and JHU/CCP, with support from the U.S. Agency for International Development.

"We believe we have created a huge momentum in Ghana to stop the spread of HIV/AIDS," said Ian Tweedie, JHU/CCP's country representative for Ghana. "We are now moving into the second phase of this project where we are mobilizing traditional leaders and religious groups to speak out about AIDS."

The campaign's first phase -- known as "Shattering the Silence" -- aimed to increase safe sexual behavior by promoting the "ABCs:" abstinence, be faithful to one partner or wear a condom. Preliminary results show very high exposure to the campaign with 80 percent to 90 percent of people exposed. Campaign components include a popular music video and song by 17 top Ghanaian musicians who donated their time and talent. This video received massive airtime on television and radio.

Other television and radio spots showed positive role models for young people to learn assertiveness skills, such as how to say "no" to sex or ask for a condom. Testimonials from people living with HIV/AIDS provided the first opportunity to discuss their disease publicly, thus beginning to reduce the stigma associated with AIDS.

The campaign's second phase will attempt to further reduce the stigma by enlisting the help of traditional leaders and religious groups as well as other non-governmental organizations. Ghana, which has an HIV prevalence rate approaching 5 percent, is a deeply religious society. The campaign is working with Christian and Muslim groups to teach compassion for those living with HIV/AIDS.

The second phase includes "Journey of Hope" materials for communities to teach abstinence, fidelity and condom use. The materials were designed with the help of the community and move away from judgmental attitudes about safe sexual behavior. For example, HIV/AIDS is depicted in one poster series as a rising flood where the only safe place is in one of three boats symbolizing abstinence, fidelity or condoms.

JHU/CCP is a pioneer in the field of strategic, research-based communication for behavior change and health promotion that has helped transform the theory and practice of public health. With representatives in more than 30 countries, JHU/CCP has been a leader in the development of projects based on systematic needs assessments and clear strategies for positioning and presenting the benefits of health interventions to appropriate audiences. For more information on the Stop AIDS Love Life campaign, check out http://www.jhuccp.org/ee/sep1.stm or to find out more about JHU/CCP, go to http://www.jhuccp.org.