Finally! Pretty much since the day I arrived back in Lusaka I’ve been working on a campaign for UNICEF Zambia, which is an adaptation of a campaign that was rolled out in South Africa around the 2010 World Cup, Brothers for Life (B4L).

The premise of the campaign is actually a really good one, it’s about recognising the role that men play in the response to the HIV epidemic. In South Africa, they used known personalities to declare that there was a new man in South Africa, a new man that takes responsibility.

Interestingly enough when we pretested the materials the idea of a ‘new man’ didn’t hit home, because the young men – who the campaign was intended for – didn’t really see anything wrong with the so called ‘old men’. They couldn’t connect the dots that those men they saw as successful also had certain behaviours that put them at risk of HIV infection, such as multiple partners, not knowing their HIV status, alcohol abuse etc.

So we knew pretty soon that that message was not the one to go with for Zambia, not unless you explained the links and that was going to be too much for a largely shot form (60 second public service announcements) campaign. What we did like was the message of brotherhood, of fraternity and this is what we wanted to focus on in the creative. Also talking to some of the young men, it was interesting to see that they didn’t feel they had a good handle on what it meant to be a man. That was the next piece of the puzzle, don’t talk about a new man, just redefine what it means to be a man.

From this point, we realised that we couldn’t simple do an adaptation from the South Africa campaign but we were actually going to have to reversion it for Zambia. It was hard work but fun nonetheless.

The campaign in Zambia focuses on promoting condom use, HIV testing, address alcohol abuse and gender based violence. One shocking thing that came out of the campaign launch yesterday was when the UNICEF Zambia representative said that about 83% of women in Zambia believed that when their partner hit them, it was a sign of love (I paraphrase but you get the picture). That’s an absolutely shocking statistic but also a sign of why violence against women is so prevalent in the country.

Anyway, Brothers for Life Zambia has 10 personalities who serve as the inaugural ambassadors, all from across various sectors of society. Some of the ambassadors came together to create the campaign song, which is amazing. I hope I’ll be able to share it online soon.

The campaign made me really aware of the talent we have in Zambia, the singers are unbelievable, even tempted me to want to consider managing them (for another revenue stream! lol! but largely because I’d love to showcase that talent to the world).

Anyway, I’m so proud of the Media 365 team, for all the work and effort that was put in to developing such an amazing campaign. The campaign runs for another two years and we’re contracted to deliver a few more PSAs and a documentary, which I can’t wait to do as I really do find the campaign inspiring and I love working with the Ambassadors!

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