OneLove

OneLove (onelovesouthernafrica.org) is a 9-country campaign crossing borders in Southern Africa. It was initiated by the Soul City Institute for Health and Development and is coordinated by local organisations in each country. OneLove aims to prevent HIV infections by discouraging multiple concurrent sexual partnerships (MCP).

Femina HIP is coordinating and localising OneLove in Tanzania. We launched the country campaign in October 2008. Messages were guided by comprehensive qualitative MCP and sexuality research conducted in Tanzania by Femina HIP in partnership with the University of Dar es Salaam. Messaging has subsequently been integrated into Femina HIP’s various media vehicles. Fema, Si Mchezo!, Fema TV Talk Show, chezasalama.com and promotion campaigns all feature information on MCP and the OneLove campaign, as have Femina HIP’s various outreach activities.

: A OneLove Tanzania poster featuring the OneLove vignette characters

As part of Fema TV Talk Show, the OneLove vignette on improving partner communication has been a significant component of the OneLove campaign in Tanzania. During the three-minute weekly segment, viewers listen in on the popular characters Bwana Ishi and Tuli and their confrontational and intimate conversations and confessions about issues such as trust, safe sex, alcohol, testing, fidelity and abortion. We learn about the important role that partner communication can play in a healthy relationship. Lack of such communication was cited in our research as one of the drivers behind multiple concurrent partnerships (MCP) in Tanzania.

Bwana Ishi and Tuli are not a perfect couple. They quarrel as normal Tanzanian couples do, but they are role models in the sense that they represent a relationship that survives and thrives on the message of the OneLove Tanzania tagline: “mlinde, mheshimu, mhusishe” (protect, respect and involve/ communicate with your partner).

You can download some studies related to the OneLove campaign: