AFRO-NETS> Condom Sales Soar with the "Stop AIDS Love Life" Campaign in Ghana

[Cecilia Snyder <csnyder@ccmc.org>]

Condom Sales Soar with the "Stop AIDS Love Life" Campaign in Ghana
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Condom Sales Soar as the "Stop AIDS Love Life" Campaign
Gets Established in Ghana

BALTIMORE - 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). Ini-
tial 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 Minis-
tries of Communications and Health, the Ghana Social Marketing Foun-
dation and JHU/CCP, with support from the U.S. Agency for Interna-
tional 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 representa-
tive for Ghana. "We are now moving into the second phase of this pro-
ject where we are mobilizing traditional leaders and religious groups
to speak out about AIDS." The campaign's first phase-known as "Shat-
tering the Silence"-aimed to increase safe sexual behavior by promot-
ing the "ABCs:" abstinence, be faithful to one partner or wear a con-
dom. Preliminary results show very high exposure to the campaign with
80% to 90% 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 pub-
licly, 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 so-
ciety. 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 de-
signed with the help of the community and move away from judgmental
attitudes about safe sexual behavior. For example, HIV/AIDS is de-
picted 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 commu-
nication for behavior change and health promotion that has helped
transform the theory and practice of public health. With representa-
tives in more than 30 countries, JHU/CCP has been a leader in the de-
velopment of projects based on systematic needs assessments and clear
strategies for positioning and presenting the benefits of health in-
terventions 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.

For more information contact: Kim Martin at
Johns Hopkins Center for Communication Programs,
111 Market Place,
Suite 310,
Baltimore,
Maryland 21202,
USA.
Tel: +1-410 659-6140;
Fax: +1-410 659-6266
mailto:press@jhuccp.org.
WEB SITE: http://www.jhuccp.org
PRESS ROOM: http://www.jhuccp.org/press


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