Prof. Kristin Langellier
DEVELOPMENT OF HIV/AIDS CAMPAIGN PROGRAMS
HIV/AIDS campaigns in Sub-Saharan Africa fall short of desirable outcome as the result of overlooking crucial components at stages of development.
Though a lot of resources in terms of material and manpower have been directed to behavior change the campaigns do not in most cases appeal to target audience.
A close observation of ongoing campaigns clearly disassociate target population from the agenda as the result erodes their sense of ownership.
Almost all and most campaigns overlooked the factors that perpetuates AIDS transmission such as poverty, culture and traditions, as well as the coverage of campaigns
In most cases the campaigns target urban populations ignoring the fact that there is close interaction among the majority in rural areas and urban.
Africa has different traditions and culture whereby multiple partners is acceptable and actually regarded as fame.
Some AIDS campaigns, for example 'One Love' did not take into consideration some sensitive issues like traditions, beliefs and culture.
For example, Muslim teachings allow for multiple wives, Africans believe in polygamy, others in inheritance of widows ete which makes the whose agenda of promoting single partner irrelevant.
Therefore for the campaign such as 'One Love' to be successful, the campaigners should have taken a further step to educate the people about the importance of single partner, fedality etc.
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