The Sexual Network Campaign–
Reducing the spread of HIV within couples
Context
Addressing research showing the highest rate of new HIV infections to be amongst couples, UHMG developed the Sexual Network campaign – probably the most talked about behaviour change campaign in Uganda to date. In Uganda, sexual partnerships that often exist concurrently with long-term relationshipsare common.More recently the HIV infection rate is on the rise, with an increase not among the typical most-at-risk populations such as commercial sex workers, but rather among married and co-habiting couples.
Concept
As one of the first truly controversial social marketing campaigns, the Sexual Network employed provocative tactics as a wake up call, in order to drive home the message of the consequences of multiple and concurrent sexual partners and the spread of HIV.Considering the long cultural history of polygamy, campaign messages were carefully crafted in the last phase of the campaign to advocate other preventions as well.To avoid ‘message fatigue’ the campaign was the first in Uganda to phase its components, an approach that has since become a UHMG signature design.
The first phase of the campaign introduced the concept of the sexual network; the second highlighted the consequences to the individual, the partner, and the individual’s family. The final phase highlighted steps people can take to remove themselves from the network, including HIV testing and counseling, condom use, and remaining faithful to one faithful partner.
Community
“The Sexual Network does not stop with you. Get off the Sexual Network!” proclaimed the campaign through TV and radio spots, local theatre, and call-in radio shows, which have succeeded in making discussion of sexual behaviour part of daily life.
Seeking to raise awareness about the risks associated with multiple and concurrent partnerships, the campaign broadcast radio and TV spots across Uganda. The spots aired in a variety of languages and used humor to tackle issues related to fidelity and sexual networks. Radio call-in sessions followed each spot, enabling listeners to participate in discussions and relate personal experiences. Radio listeners were also encouraged to send in stories about faithfulness, and parts of these stories were shared on the radio to further engage the audience.
Within the community, the Sexual Network Game was played by adult men and women to visually illustrate a network of people. The interactive tool demonstrates what the sexual network is, how it influences HIV transmission and how it affects individuals, partners and their families. The tool is used in outreach sessions in the community and in the workplace.
The campaign employed billboards, local theatre, and social media. A Facebook group called “Get off the Sexual Network: One Love” created by UHMG had over 10,000 followers in 2011. Technical experts monitored comments and provided accurate information and guidance when necessary. The campaign also utilized mobile phone technology to reach people through text messaging.
Messages Seen
Action Taken
Campaign Impact
More than half of respondents in a comprehensive behaviour change survey had been exposed to the Sexual Network campaign. An unrivalled 93% could recall at least one message, 66% of those exposed had taken at least one action, 42% had reduced the number of sexual partners, and one in ten had accessed HIV counselling and testing services.