ISHI Youth HIV/AIDS Project, Tanzania

ISHI was a behavior change communication campaign directed to Tanzanian youth to help them understand the risks associated with HIV/AIDS and to help them learn ways to protect themselves. The overall campaign objective was to increase the number of young men and women who believe they are at personal risk of contracting HIV/AIDS and to motivate them to adopt protective behaviors. The key message for ISHI phase II was “You cannot tell by knowing.”

Key outputs were:

• Radio and TV spots featuring young people with key campaign message
• Billboards placed in high-density areas in all the ten regions.
• Print ads that will strategically support the campaign will be placed in newspapers and magazines reaching the youth during the initial phase of the campaign.
• FEMINA TV. A lively variety show hosted by a dynamic young female presenter will feature “ ISHI Voices from the Field” each week. To reach youth who lack access to television, the show will be dubbed into VHS cassettes and disseminated through YAG/ISHI regional teams.
• “Duara”, a half hour AIDS-related drama, produced with the University of Dar es Salaam School of Film and Performing Arts will play on national television and in road shows, local festivals and community events.

Project materials included:

• TV program
• Newsletter
• FEMINA TV

Source: Johns Hopkins Center for Communication Programs

Date of Publication: May 11, 2020