Africa Directions worked together with the Health Communication Partnership Zambia project and the Zambia Centre for Communication Programmes to re-design and launch the second HEART (Helping Each Other Act Responsibly Together) Campaign. This is a mass media campaign to promote abstinence and condom use amongst rural and urban youth. Africa Directions, which lead the technical design aspect of the project, put together a Youth Advisory Group (YAG) comprising of young people from all around Zambia. The YAG members led Focus Group Discussions amongst their peers to find common beliefs and practices regarding condoms and sexual behaviors. Using these findings as a guide, a design team was put in place to develop pertinent and creative messages targeted at their peers. It’s hoped that in having young people design and implement their own advertisements, the messages will be refreshing and appealing to youth.
Look out for HEART campaign messages on TV, radio, comic books, and posters throughout Zambia!
Hear from each of our main characters: