AFRO-NETS> "Play for Life" Kicks Off in Four African Countries

[Cecilia Snyder <csnyder@ccmc.org>]

"Play for Life" Kicks Off in Four African Countries
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"Play for Life" Kicks Off in Four African Countries Along With Af-
rica's Largest Sporting Event, The Cup of Nations

HIV/AIDS Prevention Campaign Focuses on Soccer Players, Fans

Jan. 18, 2002 - When Africa's equivalent of the Super Bowl kicks off 
this weekend, millions of young male soccer fans will be urged also 
to "Play for Life" and prevent HIV/AIDS infection. 

The "Play for Life/Jouer pour La Vie" campaign will be officially 
launched Saturday as the 23rd African Cup of Nations begins. The Af-
rican Cup is the continent's largest sporting event and it takes 
place every two years to decide the top national soccer team in Af-
rica. It is part of the Caring Understanding Partners program, which 
has been using sporting venues to reach young males in ten African 
countries since 1998. This year's event takes place in Mali from 
January 19 through February 7. In addition to the events in Mali, 
Play for Life will also kick off simultaneously in Nigeria, Ghana and 
Burkina Faso.

The Johns Hopkins University Center for Communication Programs 
(JHU/CCP), with support from the U.S. Agency for International Devel-
opment, provided technical assistance to the local ministries of 
health, ministries of youth and sports, local non-governmental or-
ganizations and other international donors to develop this campaign. 

"It is crucial to reach as many young men as possible because AIDS is 
hitting African youth hard", said JHU/CCP's Director, Jane Bertrand, 
PhD, MBA. "Our research shows that the Play for Life campaign will be 
seen by large audiences of young males that either attend national 
soccer games or watch them on community television sets."

National soccer players have been trained and will serve as spokes-
people and role models in Nigeria, Burkina Faso and Mali. Players 
will develop a "game plan," which will detail how they protect them-
selves from HIV/AIDS, and encourage their fans to develop their own 
personal game plan for a healthy future. For example, a player could 
promise in his game plan to use a condom, remain faithful to one 
partner or to abstain from sex until married. In addition to events 
and materials at national soccer games, the new Play for Life cam-
paign will produce radio and television spots featuring popular soc-
cer players. And players will also promote HIV prevention messages in 
interviews with the local media and in personal appearances at youth 
clubs and schools. 

The campaign hopes to reach a wide audience of young males since soc-
cer is extremely popular in east and central Africa. And soccer fans 
respect and imitate their favourite players, making them ideal role 
models. Research shows that young males are not taking steps to re-
duce their risk of contracting HIV/AIDS. For example, less than one-
third of the young men ages 15-24 in Nigeria and Ghana report using a 
condom in their last sexual encounter. AIDS is the leading cause of 
death in Africa. According to the latest figures from the United Na-
tions, more than 70 percent of the world's young people infected with 
HIV/AIDS live in sub-Saharan Africa. 

Established in 1988, the Johns Hopkins Center for Communication Pro-
grams is a leader in the field of strategic, research-based communi-
cation for behavior change and health promotion. The Center's pro-
grams focus on a variety of public health issues, including family 
planning, reproductive health, HIV/AIDS, child survival, maternal 
health, and the environment. For more information, visit:
http://www.jhuccp.org

--
Kim Martin
Chief, Media Relations and Advocacy
Center for Communication Programs
Johns Hopkins University
111 Market Place
Baltimore, Maryland 21202, USA
Tel: +1-410-659-6140
Fax: +1-410-659-6266
mailto:kmartin@jhuccp.org

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