Advertising Brief

Inter-Personal Communication in Schools Campaign

March 14, 2001

  1. Objective of this Advertising Brief

PSI/Malawi wishes to contract with a qualified organization, or individual, to generate creative concepts for a branded image and educational messages for its new Inter-Personal Communications (IPC) campaign in Malawi Secondary Schools. This program is intended to educate Malawi Secondary School youth Nation wide and selected Tertiary Institutions and out-of-school youth on STIs, HIV/AIDS and unintended pregnancies. This brief outlines the background and context under which these concepts should be developed.

  1. Introduction and Background

Currently, an estimated 1.5 million Malawians are suspected to be infected with the HIV virus. The pattern of infection indicates that youth in the 5 - 19 age group have the lowest prevalence of HIV infection and therefore present an opportunity to affect the course of the epidemic; which has become the leading cause of death in the most economically productive group of the age 20 - 49 years. Knowledge of AIDS in Malawi is universal, knowledge of how AIDS can be prevented is also impressive, however, the rates of new infections continue to strongly suggest that this knowledge among sexually active Malawians has not yet translated into serious changes of behaviours. We see education about STIs, HIV/AIDS and unwanted unintended pregnancies as the first step in bringing about meaningful change. This opportunity exists in among secondary school students (12 - 20 years) in Malawi as our youth are particularly vulnerable to the epidemic. The National Aids Control Program estimate that 46% of all new adult infections in 1998 occurred in youth aged 15 to 24. Of these, young women suffered the largest burden. Young girls are 3 - 5 times more likely to contract HIV between the ages of 10 - 19 than are boys of the same age. The small number of AIDS cases in the 5 - 14-year-old age group (see the graph at the end of this brief) emphasizes the point that the main modes of transmission are through sexual contact. Programmes targeted at this age group provide a special opportunity to affect the future course of the epidemic.

  1. IPC Schools Rationale & Concept

The youth in Malawi represent 47% of the total population of 10 million people. Malawi youth exhibit a high rate of at risk sex. Many youth are being infected by Sexually Transmitted Infection's (STIs) and teen pregnancies. Research shows that they cite HIV/AIDS as a secondary concern over STIs and the likely reason for this is the immediacy of STI's manifestation versus the delayed appearance and effect of HIV/AIDS. They lack access to education and new attitudes that would prevent them from contracting STIs, HIV/AIDS and falling pregnant. AIDS has been described as a disease of behaviour. To young people, the risk of AIDS appears to be vague and distant, and thus not worth worrying about compared to the immediacy of STIs because the incubation period for HIV is, on average, nine years. Therefore, it still remains a disease that "can't happen to me".

By adopting attitudes and behaviour change that reduces unintended pregnancies and risk of contracting STIs and HIV/AIDS, the youth become the primary beneficiaries of an integrated Inter-Personal Communications campaign as they offer the best opportunity for instituting meaningful and lasting behaviour change. The PSI/Malawi IPC Campaign aims to focus on four strategic elements. IPC should begin before sexual activity starts and should emphasize that decisions made today decide ones future.

  • One aim of the program is to see a postponement of early sex among students over time.
  • HIV/AIDS, STI education in terms of transmission and prevention
  • Reduction in unintended pregnancies through a focus on abstinence
  • Encourage Parent/Teacher support for IPC program
  1. Goals and Programme Outcomes

The objective of the program is to stop STI and HIV transmission through risky behaviour before it starts by promoting a change in attitude. In general terms, IPC is expected to achieve the following:

  • Students become more knowledgeable about the dangers associated with STIs and HIV/AIDS.
  • Students attain a personal risk perception of STIs and HIV/AIDS.
  • Students adopt life-saving skills such as abstinence and negotiation strategies.
  • Students understand the importance and advantages of having HIV tests.

The IPC School program will accomplish our objectives through a combination of Mass Communication and school visits. It will use drama, photography, real life events, radio and printed educational information to effect the desired changes in attitudes and behaviour.

  1. Challenges of the program

The challenges facing the IPC program and the agency developing the print material are numerous. The following are a few key issues that the IPC team will try to address and overcome throughout the campaign:

  • The youth choosing abstinence and being able to see how that choice affects them ten years down the line. (A span of time that is almost impossible for an adolescent to comprehend)
  • There is a risk that an abstinence message may produce curiosity and the undesired action. The messages should be packaged in such a way that it becomes fashionable and "cool" for the youth to wait.
  • There is also a large amount of stigma and secrecy attached to people with STIs and HIV/AIDS. It is still a disease that can't happen to them. Youth must personalize the risk of early sexual debut and the consequences for their future. Youth must understand that the presence of STIs greatly increases the chances for HIV transmission.
  • IPC programme will work with both urban and rural youth so messages must work for both.
  • Educate on safe sexual practices without explicitly promoting condemn use.
  1. Creatives

Brand Name, Logo, Slogan

Create an exciting and relevant brand name and logo that Malawi youth identify with.

Sticker, T-shirt, Cap and other promotional item designs that will print well and last

Most likely to be done after the development of Brand Name and Logo

Poster

Create a series of posters that depict each of the four objectives of the IPC program: delayed sexual activity, reduction of pregnancy through abstinence, STI, HIV/AIDS education, and Community support (teachers and parents) for the program. The agency must keep in mind that the overall message of the program is that the choice youth make today decides their future.

Brochure

Create an STI, HIV/AIDS educational brochure for mass distribution. The inside text for the brochure will originate from PSI/Malawi. The design of the brochure should be clearly branded and consistent with the image presented in the posters, logo and stickers.

*The messages contained in the material should be aimed at affecting a positive attitude and behaviour change.

  1. Target Group

The target group is Secondary School Students, out-of-school youth and tertiary institutions in the Urban and Rural areas. The target group must feel that this program belongs to them and they must identify with the material and messages.

  1. Requirements

PSI/Malawi is looking for a cohesive visual identity for the IPC program. The agency is expected to submit a quote and design proposal on the brand name, slogan, logo, poster and brochure.

  1. Timeline

Due to the urgency of this campaign and its tie to the school timetable our goal is to begin the program in early May. This means that time is critical, both in the agencies response to this brief and in the production of the creatives. The timeline found on the following page indicates our planned schedule for the production of the creatives and the date of March 23rd as the date for the agency to deliver their response to this brief at PSI/Malawi, 16 Leslie Road, Mount Pleasant, Blantyre. Please make all responses attention to Stewart Mwalabu or Marcie Cook.

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