A recent study to find out how sexual behaviors affected the incidence of HIV/AIDS, revealed that Ghanaians tended to abstain and be faithful to partners more than many other African countries. But with regard to the use of condoms, however, Ghanaians showed fewer tendencies than other African nations. Findings also suggested that “social risks” of using abstinence, faithfulness or condoms were perceived as much greater than the “health risks” of not using them. Hence, messages that focused exclusively on the health issues were not perceived as credible or relevant.
Because of this, there was an urgent need for an approach toward solving the problem, which, while taking into account the practical aspects of health issues, concentrates on the social impediments that affected reliance on abstinence, faithfulness and use of condom as a means of preventing HIV/AIDS.
With this in mind, GSMF International in collaboration with the Ministries of Information and Health, Ministry of Communication, the National AIDS Control Programme (NACP), and the John Hopkins University/Center for Communication Programs, with funding from the United States Agency for International Development (USAID), launched the Stop AIDS, Love Life Campaign in February 2000.
The primary objectives of the Campaign were to protect people from getting HIV/AIDS by increasing:
- Risk perception among Ghanaians
- Social support for HIV preventive behaviours
- Condom sales
- Care and compassion for people living with AIDS
To achieve these aims a campaign programme was designed, which targeted those sections of the society most vulnerable to HIV/AIDS, primarily the youth between ages 15-24, with a view to increasing knowledge on 1) how one may contract HIV/AIDS, and 2) ways to avoid AIDS through abstinence from sex, faithfulness to one’s partner or the use of condoms, known as the ABC of prevention.
The Ministry of Communications was appointed to play a lead role because the strategy was to re-position HIV/AIDS as a developmental rather than a health issue. To this end, a three-tiered HIV/AIDS campaign was packaged to embody social, as well as some health aspects. The Campaign took off with an integrated mass media and interactive community-level intervention. It utilizes a combination of electronic and print media, community-based activities and compelling behaviour change communication material to maximize exposure and impact. It focuses on “social barriers” to HIV/AIDS preventive behaviors in a number of different ways such as emotional appeals, humor, the use of popular musicians, drama and so on, yet resolutely maintains its underlying principle, which is to effectively convey the magnitude of the seriousness of the epidemic.
Phase I aggressively promotes the triad of Abstinence, Fidelity and Condom use, with emphasis being placed on condom use. Phase II centers on rousing compassion and care for people living with HIV/AIDS. Phase III will begin a massive launch of a Voluntary Counseling and Testing programme, and also expand existing programmes from previous phases.
Projects undertaken in The Stop AIDS, Love Life Campaign to date include:
- “Drive Protected” Commercial Drivers Program
- “Lifeshield”Workplace Program
- “ToolGuard” Apprentice Program
- Rural Program
- Compassion Program
