Uganda Health Marketing Group (UHMG) launched a multi-pronged campaign seeking to discourage multiple partners and encourage folks to get off sexual networks. The overall objective of the One Love Campaign is to increase serial monogamy among the target population by 5%.
With a mix of Radio, outdoor, press ads, experiential teams, forum theater and television commercials, the campaign seeks to warn the public about "side-dishes" in relationships because of the increased prevalence of HIV amongst couples.
The fidelity campaign has been stretched further to incorporate social networks like facebook, youtube and twitter.
The essence of this, is to create debate, questions, share experiences and solutions about sexual networks on social forums like this while maintaing the core virture of living a good life.
This campaign has earned UHMG a series of awards; the Best Not for Profit award for the “One love-Get off the Sexual network” campaign rated the Overall Winner for media advertisement in 2010 by Public relation Association of Uganda (PRAU); UHMG and the advertising agency ZK/Uganda also won gold and bronze medals for the “One love” campaign by the TBWA AFRI CANNES Award a global network of advertising agencies with over 30 offices across Africa.
One Love campaign has been designed in four phases. The objective of phase three is to increase the understanding of the target audience on the simple things they can do to stay off the sexual network. We aim at showing the targeted audiences the many things they can do with their partners to increase the time they spend with their partners so as to avoid the sexual network. The main message in the message is “Take interest in your partner’s passion”
Phase four involves encouraging couples to go for HIV counseling and testing (HCT). The HCT campaign is running in collaboration with HCP to support their “Go together, Know together” campaign on HIV testing.
