The Soul Beat 125 - HIV Prevention - Onelove. 11/03/09
1. Why the Onelove Campaign?
In May 2006, a Southern African Development Community (SADC) Think Tank meeting took place in Maseru to deliberate on what could be done to curb the problem of HIV in Southern Africa. As is now well-known, this region is the epicenter of HIV and AIDS in the world. Approximately 40% of people living with HIV are in Southern Africa. The SADC Think Tank identified, amongst other things, the practice of multiple concurrent partnering (MCP) as a key driver of the AIDS epidemic in the region and called on member states to tackle the issue of MCP together. The Onelove campaign is a regional response to this call.
2. What are Multiple Concurrent Partnerships (MCP)?
Briefly defined, multiple concurrent partnering refers to 'a situation where partnerships overlap over time, either where two or more partnerships continue over the same period, or where one partnership begins before the other terminates' (Parker et al 2007).
3. Why a regional campaign?
Countries in the southern African region have always had strong connections. They share common cultures and history and there is ever-increasing trade and travel within the region. Studies have also shown that there are higher rates of HIV prevalence among migrants and communities affected by mobility, such as border communities and communities along major transport routes.
4. Research on MCP in the Region
The Onelove campaign is based on extensive target audience research that was conducted in all countries in the region. The primary aim of the research was to gain insight into the audience’s understanding, attitudes, and practices around sexual relationships in the context of HIV prevention. Overall research findings revealed common reasons for MCP among people in the 10 countries of this study. Most of these reasons are driven by gender inequality and cultural and social norms that create a context for MCP. Transactional sex and alcohol also play an important role.
To find out more, see: One Love: Multiple and Concurrent Sexual Partnerships in Southern Africa - A Ten Country Research Report
Onelove Regional Campaign - Overview
The Onelove country campaigns began launching in 2008 and will continue to launch throughout 2009. Onelove is a 5-year programme and different communication activities will be rolled out in each country over the 5-year period. Each country campaign is led and implemented by a range of organisations, and activities differ from country to country, often complementing existing campaigns and media activities. While OneLove is the name adopted by the majority of the partner countries for their national campaigns, different taglines (for example: Talk-Respect-Protect in South Africa) were found to work best in each country. These taglines aim to give local resonance, language, and idiom to the heart of the message: the need to talk about who and how we love and to protect and respect ourselves and the people we care about.
For an overview of the Regional Campaign, see:
OneLove Regional Campaign - Lesotho, Malawi, Mozambique, Namibia, South Africa, Swaziland, Tanzania, Zambia, Zimbabwe
Onelove Campaign Website
For up-to-date information on each country campaign and related activities and products, go to the Onelove Campaign website The website also offers quizzes, interviews, articles, blogs, and photos related to Onelove and Multiple Concurrent Partnerships.
Onelove National Campaigns
5. Onelove – Tanzania.
The Onelove campaign in Tanzania was the first to launch in October 2008. This campaign focuses on the need for communication between couples and involves special focus segments integrated into the Fema TV Talk Show and in magazines, as well as billboards, roadshows, and radio spots. Click here for more information. Or contact Femina HIP diana@feminahip.or.tz OR info@feminahip.or.tz
For target audience research around MCP in Tanzania, go to:
Onelove: Multiple and Concurrent Sexual Partnerships Among Youth in Tanzania
6. Onelove South Africa
The South African Onelove campaign was launched in January 2009. The campaign aims to shift social norms away from multiple sexual partnerships and encourage fulfilling monogamous relationships that will prevent the need for other relationships. Specifically, Onelove in South Africa challenges gender stereotypes and cultural norms that reinforce MCP and seeks to create debates around what needs to be done. As part of their communication strategy the campaign is using mass media, which includes the Soul City television drama series, a radio drama, and print materials; and social mobilisation; and advocacy. Click here for more information. Or contact Soul City Institute for Health and Development Communication soulcity@soulcity.org.za
Some of the materials produced by the South African campaign:
Onelove: Preventing HIV in South Africa
This booklet explains why having many partners puts people at risk and talks about other risky behaviours. It also includes information for people who want to take action in their communities to contribute to social change, especially as part of the Onelove campaign.
Multiple and Concurrent Sexual Partners: What's Culture Got to do With It? A Handbook for Journalists The OneLove Campaign also includes a media advocacy strategy which largely focuses on raising public debate on the key factors that drive MCP, such as culture. This handbook is designed for journalists as a tool to promote informed discussion around HIV and MCP.
For target audience research around MCP in South Africa, go to:
Multiple and Concurrent Sexual Partnerships in South Africa: A Target Audience Research Report
7. Onelove - Lesotho
The Onelove campaign in Lesotho was launched in January 2009. The Lesotho campaign activities include a radio magazine show, public service announcements (PSAs), a television drama, and booklets and billboards. Click here for more information. Or contact Phela Health and Development Communications hope@phela.org.ls
Material produced by the Lesotho campaign:
OneLove Booklet (Lesotho)
This booklet looks at why having more than one sexual partner is risky and discusses how HIV can be passed on through sexual networks. It includes an illustrated explanation about the vulnerability of partners in a sexual network.
For target audience research around MCP in Lesotho, see:
Multiple and Concurrent Sexual Partnerships in Lesotho: A Target Audience Research Report
8. Onelove - Swaziland
The Onelove Campaign in Swaziland launched in March 2009. In order to discourage MCP, the campaign aims to highlight the dangers of MCP, promote positive dating patterns and good relationships, encourage single partner relationships, build self efficacy by showing life examples of good relationships and positive dating patterns, and counter the negative relationship role modeling prevalent in Swaziland. The campaign activities include television and radio talkshows, PSAs, outdoor media, public discussions on buses, and a media competition. Click here for more information. Or contact Lusweti Institute of Health and Development fortunate@lusweti.org.sz
For target audience research around MCP in Swaziland, see:
Multiple and Concurrent Sexual Partnerships in Swaziland: A Target Audience Research Report
9. Onelove Mozambique
The Onelove campaign in Mozambique is planning to launch in August 2009. They have already started developing some of their multimedia materials which will include a 30-episode radio drama series called "Masked Lives", a 26-minute short film developed for television, a 30-page booklet on MCP, and a Onelove MCP flyer. For more information, contact N'weti d.namburete@nweti.org.mz
For target audience research around MCP in Mozambique, see:
Nweti Audience Report – Multiple Concurrent Partnerships
10. Onelove - Malawi
The Onelove campaign in Malawi plans to launch its campaign in May/June 2009. The campaign will launch with a 52-episode radio drama and a print booklet on relationships. A theme song for the campaign is also in the process of production. For more information, contact Pakachere Institute of Health and Development Communication ssikwese@pakachere.org
For target audience research around MCP in Malawi, see:
Multiple and Concurrent Sexual Partnerships in Malawi - A Target Audience Research Report
11. Onelove - Namibia
The Onelove campaign in Namibia is planning to launch around the middle of 2009. Their campaign activities will include a radio drama, which will start broadcasting in August 2009, as well as a Onelove booklet and a short film, which will form part of a Onelove regional television series. For more information, contact Desert Soul Health and Development Communication finelda@deserthdc.com
For target audience research around MCP in Namibia, see:
Multiple and Concurrent Sexual Partnerships in Namibia - A Target Audience Research Report
12. Onelove - Zambia
The Onelove Campaign in Zambia is planning to launch in May 2009. Campaign activities will include PSAs on television and radio, a radio talk show, billboards, and print materials. For more information, contact Zambia Centre for Communication Programmes gracesinyangwe@yahoo.com
For target audience research around MCP in Zambia, see:
Multiple and Concurrent Sexual Partnerships in Zambia - A Target Audience Research Report
13. Onelove - Zimbabwe
The national Onelove Campaign in Zimbabwe will launch in April 2009 in Gweru in the Midlands Province. The campaign activities will include a radio drama series, a television drama series, and a Onelove print publication. For more information, contact Action Magazine caroline@action.co.zw
For target audience research around MCP in Zimbabwe, see:
Multiple and Concurrent Sexual Partnerships in Zimbabwe: A Target Audience Research Report