AMREF’s Afya Kamilifu Project in collaboration with Tanzania Communications Development Centre (TCDC); and funded by U.S President’s Emergency Plan for AIDS Relief (PEPFAR) through Center    for Disease Control and Prevention (CDC) Tanzania carried out an awareness campaign focused on sensitization and demand creation on the utilization of HIV/AIDS health services provided in health facilities including HIV testing, care and treatment and viral load suppression services.

ABC Bros was engaged to design and develop a strong Social Behavior Change Communication Campaign for the Afya Kamilifu project to promote adoption of positive Voluntary Medical Male Circumcision (VMMC) behaviors among men and boys in Simiyu and Mara region. ABC Bros worked in close collaboration with the regional and district health management teams in designing and developing the campaign theme, branding, developing key messages and audio-visual materials including content for COVs/CECs materials i.e., the training manual, reference guide and information/flip charts. The campaign messages targeted men aged 25 to 35 years, adolescent girls, pregnant women, and traditional healers. About 69,494 people were reached in the 3 districts of Bariadi, Itilima and Maswa in Simiyu region.

The Afya Kamilifu project implementation commenced in Tanga region, Simiyu region, and Zanzibar islands and expanded its implementation to Mara region in collaboration and guidance from the Tanzania Ministry of Health, Community Development, Gender, Elderly and Children, Zanzibar Ministry of health and President’s Office Regional Authority and Local Government (PO-RALG).