ISHI
The United States government supports implementation of a national abstinence
and fidelity for youth program in Tanzania called "ISHI" which
means "to live" in Swahili. ISHI
is an HIV/AIDS behavior change campaign for Tanzanian youth aged 15 – 19,
which was launched by the Prime Minister of Tanzania in November
2001. The key message of the campaign is: if you change your attitude
and behavior, you will realize your dreams. You will, literally, live—ISHI.
The campaign reaches youth through five mutually-reinforcing components:
- mass media advertising on radio, TV, billboards and print promote
behavior change and links the audience to services
- media advocacy frames public discussion
- a football league serves as the heart of the campaign by providing
the platform for community mobilization
- music performances capture young peoples' attention and reinforce
key messages
- youth rallies promote dialogue at the community level.
The initial phase of this campaign concluded in January, 2002, with
evaluation of its effectiveness following. The lessons learned were,
for a national youth behavior change campaign to succeed, five elements
must be in place:
- involved youth
- clear management mechanisms
- high-level political support
- a precisely-defined target audience
- multiple media to reinforce one consistent message.
SIKIA KENGELE
 Sikia Kengele (Listen to the Bell) is a new national initiative to encourage
faithfulness for HIV prevention that uses the symbol of a bell to represent
a "wake up call" for behavior change. Through this initiative,
Tanzanians will be urged to get tested for HIV and remain faithful to
their partner. Everyone, regardless of age or religion, can use faithfulness
to keep HIV away from themselves and their families.
Sikia Kengele is implemented by the Tanzania Marketing and Communication
Project (T-MARC) with support from the U.S. President's Emergency
Plan for AIDS Relief (PEPFAR) through USAID.
 This initiative was launched March 27, 2007, with special guests: the
Honorable Alhajj Ali Hassan Mwinyi, former President of the United Republic
of Tanzania; Ms. Pamela White, USAID/Tanzania Director; Bishop Sylvester
Gamanywa of Word and Peace (WAPO) Mission and TACAIDS Commissioner; and
Sheikh Hussein Sayeed of Chalinze Main Mosque.
Sikia Kengele will mobilize communities in high-risk areas, such as
major transportation corridors and in and around mining and plantation
areas. Politicians, educational, religious and health leaders will be
designated "bell ringers" charged with igniting talk on risks
associated with having multiple sexual partners, the benefits of knowing
one's status, and remaining HIV free. Bell ringers will advocate
Sikia Kengele messages in bars, stadiums, places of worship, farms, bus
stations and other points of interaction; along with radio spots on three
national stations to reach a wider audience.
Former Tanzanian President the Honorable Alhajj Ali Hassan Mwinyi stressed, "Do
not ignore the dangers of having multiple sexual partners. Those who
fail to change their behavior now can only suffer the consequences later."
Pamela White, USAID/Tanzania Director commented, "Everyone should
be talking about faithfulness. In Uganda, faithfulness has contributed
to important drops in HIV prevalence. Tanzanians should apply these lessons
here. Social norms must change, protect your loved ones. Keep HIV away!"
^TOP HIV/AIDS LINKS >
www.cdc.gov/nchstp/od/gap/countries/tanzania.htm
National Library of Medicine (NLM) http://gateway.nlm.nih.gov/MeetingAvstracts/102256220.html
National Library of Medicine (NLM) http://gateway.nlm.nih.gov/MeetingAvstracts/102256220.html
USAID Tanzania News Articles http://tanzania.usaid.gov/article.php?id=0141_EN
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