ABC Bros collaborated with Engender Health, a leading global health organization committed to advancing sexual and reproductive health and rights and gender equality in the Vunja Ukimya, Zungumza na Mwenzio campaign campaign in Tanzania. The Vunja Ukimya, Zungumza na Mwenzio (Break the Silence. Talk to your partner) was a mass media campaign to motivate couples to communicate effectively for HIV-free households. The campaign was launched in 2010 as part of the CHAMPION project whose goal was to increase men’s positive involvement in preventing the spread of HIV in Tanzania.
ABC Bros participated in the social and behaviour change communication (SBCC) activities which included use of radio, television, national newspapers, billboards, and outreach events and activities. The target audience for the campaign messages were adult men and women over the age of 25 who were in established, longer-term relationships.
The Vunja Ukimya campaign was widely and well received, with community members responding positively to the promotion of couples being close and the concept of “transparency” within relationships.