Brothers for Life’, a mass-media HIV prevention campaign targeting Zambian males, will soon broadcast a new round of public service announcements to reach men and boys with information on HIV prevention and ending gender-based violence.
The campaign, launched in Zambia in September 2011, seeks to reinforce positive behavior and asks men to stand up and take action to prevent HIV and AIDS.
It also tackles gender-based violence and alcohol abuse, as well as inspiring males to improve their own health – and, by extension, the health of their families and communities.
National AIDS Council (NAC) Director-General Dr. Clement Mubanga Chela said Preventing new HIV infections is one sure way of winning the response against the AIDS scourge.
DR Chela says it is a well know fact that men can play a huge part in ensuring a Zambia free from the threat of HIV and AIDS, hence the focus of this campaign on men and boys.
The Brothers for Life public service announcements will encourage males to use condoms every time they have sex and also highlight the importance of knowing ones HIV status.
The messages will show the ills of gender-based violence and counter stereotypes that reinforce violence against women in marriage or other relationships.
And UNICEF Zambia Representative Dr. Iyorlumun J. Uhaa says this campaign will address gender and power relations in a new way. Dr uhaa says “As UNICEF, the organisation hopes that it will make a difference in helping men and boys realize that a real man does the right thing for himself, for women, his family and his country.
The new commercials feature Brothers for Life celebrity ambassadors Paul Slim Banda, Kangwa Chilehse, Paul Munanjala, and musicians Cactus Agony and Taonga Nyirongo (Tio).
The new spots were produced by Media365 and will be broadcast nationally on ZNBC and MUVI.
UNICEF is collaborating on this campaign with the Ministry of Health, NAC, the World Health Organization, the United Nations Population Fund, UNAIDS, the U.S. Agency for International Development, the U.S. President's Emergency Plan for AIDS Relief, Children with HIV and Malaria Project (CHAMP), Communications Support for Health, and the Zambia-led Prevention Initiative, among others.
Funding support for Brothers for Life Zambia has been provided by UNICEF Denmark.
UNICEF works in 190 countries and territories to help children survive and thrive, from early childhood through adolescence. The world’s largest provider of vaccines for developing countries, UNICEF supports child health and nutrition, good water and sanitation, quality basic education for all boys and girls, and the protection of children from violence, exploitation, and AIDS.
UNICEF is funded entirely by the voluntary contributions of individuals, businesses, foundations and governments