The OneLove campaign is set to enter its second phase.
Using various multimedia platforms, the campaign has been running concurrently in ten countries in the Southern African Development Council (SADC) region.
This next phase will focus on working with provincial government and municipalities in an effort “to get people to engage at a local level,” says the OneLove director of public affairs, John Molefe.
It is aimed at getting people to think and talk about their sexual behaviour.
Following the SADC 2006 Maseru Declaration, where multiple concurrent sexual partnerships was identified as a key driver of new HIV infections in Southern Africa, the OneLove campaign began in 2008 to use tv, radio and print to spread the message about the dangers of multiple partnerships.
Their primary target group has been sexually active people between 16-35, but also children in their pre-teens to influence their sexual behaviour before they start.
According to research by the Soul City Institute for Health & Development Communication presented at the 5th Aids Conference in Durban today, “of those exposed to OneLove, single women were 66% less likely to have multiple sexual partners than the previous year.
Men were 42% less likely to become involved in transactional sex”.
Research was gathered by conducting national surveys where numerous focus group discussions were held in communities.
Further research done in Botswana, Lesotho, Malawi and Swaziland “indicates that people exposed to the campaign are altering their behaviour and rethinking issues related to multiple concurrent sexual partnerships such as gender, culture, HIV testing, alcohol abuse and condom use”.
Countries involved in the campaign are South Africa, Botswana, Lesotho, Malawi, Swaziland, Namibia, Mozambique, Zambia, Tanzania and Zimbabwe.