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Zimbabwe Scores with World Cup Campaign
HARARE, Zimbabwe, July 12, 2002 — PSI/Zimbabwe has taken maximum advantage
of the recent World Cup, using it to launch two promotional campaigns
for New Start voluntary HIV counseling and testing (VCT) centers.
The first campaign was directly linked to the World Cup and included
a call-in contest and advertisements of a promotion for free VCT services.
Viewers who called in and correctly predicted winning teams or who submitted
worthy soccer-related AIDS prevention slogans (for example, "when
it comes to HIV, score with your head") received vouchers for New
Start VCT services. Ads trumpeted a promotion of free services for men
during the last two weeks of the Cup. (Not to discriminate, New Start
also conducted a successful promotion for women around Mother's Day).
PSI/Zimbabwe also took advantage of the high attention level to commence
airing its innovative "Get Real" promotional campaign — first
airing two weeks of TV, radio and print teasers, then launching the
ads linking the teasers to New Start VCT. Though too early to discern
the campaign's impact, the "Get Real" campaign has received
rave reviews from donors, the media and people on the street.
June proved to be a stellar month for New Start VCT in Zimbabwe with
well over 5,000 clients visiting a New Start center. In the last week
of June, the 80,000th client walked through New Start at one of the
12 locations around Zimbabwe. This year, New Start aims to see over
55,000 clients, (up from 11,000 in 2000 and 43,000 in 2001), all of
whom receive VCT services that are among the highest quality in the
world.
— Chuck Szymanski, Deputy Country Director of PSI/Zimbabwe
| For more information on VCT: |
| • Visit PSI's VCT
page |
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PSI/Zimbabwe sponsored World Cup national television
coverage to promote New Start voluntary HIV counseling
and testing centers.
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