PSI

Since 2008, PSI/ Zimbabwe has included concurrent sexual partnerships (CP) among its priority HIV prevention interventions. Messaging designed to increase risk perception linked to CP was initially disseminated largely through community-based interpersonal and HIV testing and counseling activities. The same message was then scaled up nationally through print and radio (see Annex I - p.6 - for sample campaign executions from the first phase). In planning the second phase of messages, it was important that the resulting marketing plan (MP) was complementary to PSI/Zimbabwe’s condom social marketing efforts; contributed to the efforts of other partners’ CP work; and was a logical expansion of the first phase activities. This was dependent on a clear understanding of the primary audience(s) and adequate positioning of the desired behavior - reduction in concurrent sexual partnerships among the sexually active population.

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Country: Zimbabwe, Africa - Southern
Health Areas: HIV
Type: Case Study