Sugar Mummy [TV Spot]

This TV spot is part of the Safe Love campaign, a comprehensive HIV prevention campaign that addresses key drivers of HIV/AIDS in Zambia, including multiple and concurrent sexual partnerships, low and inconsistent condom use, and mother-to-child transmission of HIV. The spot shows a young man approaching a house while an older woman is inside dressing up. She is much older than he. The narrator introduces the young man as Jacob and when we see Jacob embracing the older woman, the narrator informs us that “this is not his mother.” The implication is that Jacob is visiting a Sugar Mummy. The narrator then asks, “Have you thought about HIV?” The spot ends with the slogan “Think Talk Act.” In a rapid survey of the Safe Love Campaign conducted in May 2012, it was shown that 66.5% of respondents were exposed to the Safe Love campaigns, 56% learned at least one message from the campaigns, 39% reported changing their sexual behavior as a result of the campaign, 91% felt that Safe Love messages were relevant for Zambians, and 93% reported that they had a positive reaction to the campaign’s messages.

Source: Chemonics

Date of Publication: March 25, 2019