Phase 6 - Football for an HIV-Free Generation
Phase 6 of the You campaign launched on July 1, 2009 and will run through July 2010. Using the soccer metaphor as a creative backdrop, and to build off the excitement around the upcoming 2010 Soccer World Cup in South Africa, the Phase 6 PSAs for radio and television focus on the themes of multiple concurrent partnerships, stigma, gender and hope for the future.
This phase of the YOU campaign will roll out in four phases at three monthly intervals. The first set of ads deals with the issue of multiple
concurrent partnerships (MCP) and the related increased risk of HIV infection resulting from the common practice among young adults in particular of multiple overlapping sexual partnerships. Multiple concurrent partnerships are common among younger as well as older adults, and it involves both men and women equally. The fact that this kind of sexual networking is so common and generally tolerated by society at large is in large part a function of traditional stereotypes about female submissiveness and dominant male sexuality. Reducing the number of sexual partners should be emphasized as a key measure for reducing HIV risk. And, of course, it is always good to emphasize that the only way to prevent infection (or infecting others) is to use a condom for every sexual encounter—even in monogamous relationships.
All Phases:
Phase 6
Phase 5
Phase 4
Phase 3
Phase 2
Phase 1
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