“If it’s Not On, It’s Not Safe” Campaign Report by Reach A Hand Uganda. December, 2014
“If it’s Not On, It’s Not Safe” Campaign
“If it’s Not On, It’s Not Safe” Campaign
Contents Acronyms and their meaning ________________________________________________________________________2 Executive Summary_______________________________________________________________________________________3 Introduction and Background________________________________________________________________________4 Overall Objective of the “It’s Not on, It’s Not Safe” campaign.______________________4 Activities carried out during the Campaign.___________________________________________________5 1. Developing messages within the song;_______________________________________________________5 2. Audio and Video Production;_____________________________________________________________________8 3. Promotion of the Song______________________________________________________________________________10 4. Online media campaigns on condom use and promotion of the song;______12 Outcomes of the “If it’s not on It’s not safe” campaign____________________________________15 5. World AIDs Day;_______________________________________________________________________________________15 6. World Contraception Day;_________________________________________________________________________15 7. Condom Drives;_________________________________________________________________________________________15 8. HIV Testing and Counselling;______________________________________________________________________21 9. Flash Mobs;_______________________________________________________________________________________________21 Conclusion____________________________________________________________________________________________________24
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Report by Reach A Hand Uganda.
Acronyms and their meaning RAHU-Reach A Hand Uganda UHMG-Uganda Health Marketing Group SRH-Sexual Reproductive Health SRHR-Sexual Reproductive Health and Rights UNFPA-United Nations Population Fund RHU-Reproductive Health Uganda HIV/AIDS-Human Immunodeficiency Virus/Acquired Immune Deficiency Syndrome
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“If it’s Not On, It’s Not Safe” Campaign
Executive Summary Reach A Hand, Uganda (RAHU) is a non-profit youth-led organization that aims to address key issues that leave Ugandan youth vulnerable to health outcomes like HIV, Sexual Transmitted Infections and unintended pregnancies. RAHU also focuses on changing social norms and values that limit access to Sexual Reproductive Health (SRH) Services and Information by designing effective communication strategies and campaigns to create awareness and mitigate these sexual health challenges among young people today.
Our vision is, “young people making informed choices in life”. Our mission is, “to empower young people in Uganda aged 12-24 years with complete information, skills and tools which enable them live healthy, focused and productive lives”.
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Report by Reach A Hand Uganda.
Introduction and Background The “If it’s Not on Its Not Safe” campaign is an initiative of Uganda Health Marketing Group supported by UNFPA Uganda that is intended to inspire and encourage young people to take better care of their health by practicing safer sexual behavior, making informed choices and choosing to be responsible citizens by creating change in their communities through using condoms correctly and consistently. As we continue to create awareness on female and male condom use Reach A Hand in Partnership with Uganda Health Marketing Group (UHMG) and UNFPA embarked on the “If it’s Not on Its Not Safe” campaign with the aim of promoting condom use among young people through the use of creative and fun mediums that include Music, dance, drama and online platforms that young people can better understand, keeping in mind the concept that young people can best address issues affecting fellow young people. Music is a key medium of communicating with young people since most young people enjoy dancing and listening to music and often look at the big musicians as role models. RAHU has used this platform to create an enabling and safe environment for young people to access sexual and reproductive health information. Focusing on increasing knowledge and awareness about the effectiveness of condom use as a dual protection measure for preventing unwanted pregnancies and STIs transmission through the use of Role models and Music.
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Overall Objective of the “It’s Not on, It’s Not Safe” campaign. The overall objective of the campaign was to, “promote correct and consistent use of condoms among young people in Uganda”.
“If it’s Not On, It’s Not Safe” Campaign
Activities carried out during the Campaign. Project Activities 1. Developing messages within the song; Under the Music Project, RAHU uses music to inspire and encourage young people to take better care of their health by practicing safer sexual behavior, making informed choices and choosing to be responsible citizens by creating change in their communities. RAHU conducted a 2 day training for musicians, producers, managers and promoters, Video Jockeys, DJs and journalists which was aimed at developing messages that were tailored to address the SRHR needs of young people in Uganda on 27th and 28th July at Kabira Country Club. A total of 25 Participants took part in the training. During the Training, The following messages were developed; • To realize your dreams, have safe sex • Have one partner to stay healthy • Abstain until you’re ready to have sex • Use condoms correctly and consistently to stay healthy • Access to comprehensive sexuality education helps one realize their dreams
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Report by Reach A Hand Uganda.
Music training
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“If it’s Not On, It’s Not Safe” Campaign
Behind scenes video shoot
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Report by Reach A Hand Uganda.
The “If it’s Not On It’s Not Safe” Campaign song is intended to inspire and encourage young people to take better care of their health by practicing safe sexual behavior, making informed choices and choosing to be responsible citizens and creating a change in their communities through using condoms correctly and consistently. The Musicians that were chosen to be part of the song included GNL Zamba, Jody Phibi, Jazmin Lydia, Ray Signature and Big Trill. The artists endorsed the campaign and were encouraged to be campaign advocates and carry on the voice of the campaign through their music and other personal activities.
2. Audio and Video Production; The Song was written by Sylver Kyagulanyi in collaboration with the artists and the Audio was produced by D King. The Campaign song duration is 4:13mins and two major languages were used i.e. Luganda and English because of their versatility in Uganda. A Story board was developed and the video was shot and produced by Sasha Vybz of savy films. It was done on the 8th November 2014 and the final video was released by 20th November 2014. The video has 5 major scenes i.e. The Uptown Bar Scene, The Downtown Bar scene, The Shop scene involving purchase of condoms, The Couch Scene involving negotiation for condom use and a warehouse scene where people from different walks of life endorse the use of condoms as a mean of dual protection.
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“If it’s Not On, It’s Not Safe” Campaign
Behind scenes video shoot
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Report by Reach A Hand Uganda.
A pretest was conducted with the aim of establishing the suitability of the song among the target age from selected areas before the song was released. The target audience for the pretest was young men and women of reproductive age in and out of school aged 15 - 25 years of age in Wakiso and Kampala districts. General comments from the pretest included; • An improvement in the emotional hook needed in the song. • Emphasize the importance of the product or behavior (condom use). Currently it simply tells young people, but the question is for what? • The song should conclude with the main message. • Put a reference contact or organization - for further information at the end of the song if possible. • Have a feedback mechanism- a telephone number young people could call in case of need for assistance.
3. Promotion of the Song The “If it’s Not On Its Not Safe” Song has been promoted on 30 Radio Stations including Radio City FM, CBS, Capital FM, Dembe FM, NBS Radio, Smart FM among others and 8 TV Stations including NTV Uganda, NBS TV, KO TV, Urban TV and UBC TV. The Musicians have also featured on NTV Uganda during The Beat Show hosted by Douglas and NTV Xpozed Show hosted by MC Kats. The musicians also featured on The News Room on Urban TV hosted by Daniel Mumbere.
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“If it’s Not On, It’s Not Safe” Campaign
The Video was uploaded on 25th November on YouTube and at the moment has a viewership of 2,197 and still growing. The Video has been uploaded on two major Uganda Entertainment Sites i.e. Urban Hype ( http://urbanhype.net/video-gnl-x-jazmine-x-ray-signaturex-jody-phibi-x-big-trill-not-not-safe/ ) and Africa Music Magazine (http://africanmuzikmag.com/video-not-not-safe-gnl-jazmine-raysignature-jody-phibi-big-trill/ ). The Video has been shared with Local Movie Translators VJ Junior and VJ Jingo who are using the video to pass on messages of Using a Condom Correctly and Consistently as a means of Dual Protection. The Audio and Video are being shared on all our online platforms which include two Facebook pages, a twitter account, two websites and our YouTube channel. The Artists have performed the song during various concerts including; The World Contraception Day at Kati Kati, SRHR Alliance Week in Tororo, Entusi Musical Festival in Kabale, 3 Owakabi Concerts (Kyambogo, Nkumba and Mukono), during the Flash Mobs in Kisenyi, during the condom drives in Kigungu and Kasenyi Landing Sites. All these concerts reached over 100,000 people.
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Report by Reach A Hand Uganda.
4. Online media campaigns on condom use and promotion of the song; Reach a Hand Embarked on using online media as a tool for reaching out to young people with information on Sexual Reproductive Health because of the increasing numbers of young people using online media in Uganda. We have conducted 4 Social Media activations engaging key Social Media Influencers while promoting the #ItsNotOnItsNotSafe hashtag and with messages emphasizing Condom Use as a Dual Means of Protection. i) During the Minibuzz show on Bukedde TV on 6Th September there were 180 Posts reaching 26,772 people online.
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“If it’s Not On, It’s Not Safe” Campaign
ii) Information on the need to use contraceptive like condoms and femidoms before and during the world contraception day celebrations
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Report by Reach A Hand Uganda.
iii) During the flash mob in Kisenyi on 19th September, there were there 649 posts were Posted on twitter and 120 tweeps were using the hashtag. The posts reached 173,132 and had 1,070,992 impressions.
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“If it’s Not On, It’s Not Safe” Campaign
Outcomes of the “If it’s not on It’s not safe” campaign Online platform achievements
• 50 peer educators (Ambassadors) who were trained during the Peer Educators Academy on use of online platforms in SRHR have been commenting and sharing posts on SRHR • RAHU now has 67,870 people liking and following the social media pages reaching over 200,000 people
6. World Contraception Day; The World Contraception Day took place on September 26th at Kati Kati Restaurant with the theme “It’s your life; it’s your future; know your options”. During the Celebrations, RAHU Cultural Icons conducted condom demonstrations and encouraged the young people to use condoms as a means of dual protection. The “If it’s Not On Its Not Safe” song was also performed during the event that had over 2000 young people from different youth groups in and around Kampala took part in the event.
5. World AIDs Day;
7. Condom Drives;
A condom themed special bar invite only event targeting the young corporates who are usually left out when it comes to SRHR awareness campaigns was hosted on the evening of Monday 1st December, 2014 (World AIDs Day) at Sky Lounge, Kisementi. As an after work World AIDS Day celebration promoting safe sex through correct and consistent condom use had over 200 young corporates in attendance.
With support from our peer educators, we carried out several community outreaches in Nsangi town center, World contraception day at Kati Kati grounds in Kampala, Intergeneration Dialogue. We had a flash mob and condom drive with the Boda Boda association of Madinisa stage in Makindye division and also participated in the SRHR alliance week in Tororo district Eastern Uganda. This was to provide SRHR information to out of school young people in the communities. During which we have managed to distribute over 500,000 condoms provided by UNFPA.
The key message communicated that evening was the correct and consistent use of a condoms as a dual means of protection from Pregnancies and other sexually transmitted diseases including HIV/ AIDS. This event provided a platform for young people to talk freely about condom use as a prevention method especially in reducing the transmission of HIV and AIDS.
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Condom Awerness
Condom distribution
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“If it’s Not On, It’s Not Safe” Campaign
Condom Demostration
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Report by Reach A Hand Uganda.
World Aids Day Event 2014
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“If it’s Not On, It’s Not Safe” Campaign
Survey On Attitude, Perception And Knowledge About Female And Male Condoms An online survey on attitude, perception and knowledge about female and male condoms under the “If it’s Not on Its Not Safe” campaign was conducted between 14th to 25th September. The Questionnaire was uploaded using Google forms and was shared on various online Media Platforms. The Target number of online users was 100 People and some of the key findings were as follows; 32% of the respondents get information on condom use from Internet/Media while 51% get it from a health provider.
47% of the respondents had unprotected sex a month before the survey was conducted
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Report by Reach A Hand Uganda.
47% of the respondents believe if given choice most males won’t use a condom and 6% strongly disagree.
From the online survey we found out that almost 90% of the respondents have information about male condoms with only about 50% having information on female condoms and about 30% don’t know how to use a female condom. 47% of the respondents have had unprotected sex in the last month before the survey was conducted. This means the attitude towards condom use is still low and we need to continuously disseminate information on importance of condom use as a dual means of protection.
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“If it’s Not On, It’s Not Safe” Campaign
8. HIV Testing and Counselling; RAHU has built a strong partnership with Reproductive Health Uganda (RHU) to provide health counseling, testing and referrals while engaging young people. RAHU has so far provided HIV Counseling and Testing to 3,075 (1,667 females and 1,048 males), blood grouping of 275 and Sexual Transmitted Infections/Sexual Transmitted Diseases screening of 85 young people. With this partnership we have managed to refer all young people we found with HIV for treatment and continued support to different youth friendly health centers.
9. Flash Mobs;
During the Flash Mob, The Musicians Performed the “If it’s not on, it’s not safe” Song alongside other RAHU songs under the musical project; GNL Zamba, Jody Phibi, Jasmine, Ray signature and Big Trill who are also ambassadors of the “It’s not on, it’s not safe” campaign fully participated in the flash mob with the aim of empowering young people. The “It’s not on, it’s not safe” song promotes message of safe sex through condom use. A mobile HIV Testing and Counseling hub was set up at Muzana Zone (lorry/taxi Park) with support from Reproductive Health Uganda (RHU) and over 21,000 condoms supplied by UNFPA and UHMG were distributed to young people.
Organized under the theme “Dancing to Safer Sex” A Flash Mob Activation that was aimed at empowering over 5,000 peri-urban and out of school young adults in Kampala Central Division, with comprehensive sexual and reproductive health and rights (SRHR) information through entertainment, dance and informative arts creating an enabling and safe environment for them to access sexual and reproductive health information. Focusing on increasing knowledge and awareness about the effectiveness of condom use as a dual protection measure for preventing unwanted pregnancies and STIs transmission. The Flash Mobs happened at 4 key points in Kisenyi which were Kisenyi Taxi Park, Musaja Alumba Road, Kafumbe Mukasa Road and Mwanga 2 Roads. These areas comprise of The Boda Boda Cyclists, Mechanics, Taxi Operators and street Vendors who are at a high risk of getting of getting unwanted pregnancies and HIV/AIDS.
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HCT testing
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“If it’s Not On, It’s Not Safe” Campaign
music concert
2014 Flash mob and Music Concert Page 23
Report by Reach A Hand Uganda.
Conclusion The “If it’s Not On, It’s Not Safe” initiative by UHMG supported by UNFPA Uganda was intended to amplify the message of correct and consistent condom use. This was aimed at inspiring and encouraging the young people to take responsibility for their lives by practicing safer sexual behavior. The target group being the youth, RAHU with UHMG and UNFPA decided to reach out to them through music, dance, drama and online campaigns. By producing and releasing the “If it’s not on, It’s not safe” song on which notable Ugandan musicians that are looked up to by the youth as role models featured, the campaign was able to reach many targeted youth through platforms like radio, television, social media. An online survey to find out the usability of condoms was done and it was discovered that, if given a choice, 47% males would not opt to use a condom. The survey also revealed that 47% of the respondents had indeed had unprotected sex prior to the survey. Information like this was collected to be used for future reference and guidance in raising awareness on SRHR information to the user.
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REACH A HAND UGANDA Plot 7502, Block 244, Kitaranga, Kansanga, Gabba Rd. P. O. Box 21288, Kampala Uganda Tel: +256 414 697037 Cell: +256 774 256109 Email: info@reachahand.org www.reachahand.org