Punishment of Love

This campaign used entertainment - drama - in a television medium to inform viewers and encourage discussion. Punishment of Love (hereafter, PoL) was based on PSI/Cambodia's popular 1999 radio soap opera of the same name, but scripts were updated based on findings from "sweetheart couples" research and surveillance data. ("Sweetheart relationships" in Cambodia are defined as non-commercial, non-marital sexual relationships that possess a certain degree of affection and trust from at least one partner). Developed in accordance with traditional culture, religious values, and ethical considerations specific to Cambodia, the series aimed to provide messages to enable viewers to improve their own health and that of their families. Specifically, PoL focused on condom use and negotiation within sweetheart relationships, personal risk assessment, dual protection provided by condom usage, sexually transmitted infections (STIs), voluntary counseling and testing (VCT), HIV/AIDS stigma, and compassion and support for people living with HIV/AIDS (PLWHA).

Broadcasts began on 27 May and continued until 18 August 2003, with one episode aired each week. Each of the twelve 35-minute episodes was broadcast twice on Apsara, Bayon, and TVK and once each on TV3 and TV9. The broadcasts were scheduled for different times and days in order to access as wide an audience as possible. Each episode was followed by a pre-taped talk show entitled "Forum For You" to highlight key messages and to discuss some of the more socially controversial issues raised in the show. The shows featured prominent Royal Cambodian Government (RGC) members and opinion leaders from NGOs and communities being addressed to highlight key messages and discuss some of the more controversial topics. For instance, the series featured a woman who insisted on using condoms with her husband because she knew he consumed alcohol and went to brothels on a regular basis. A follow-up talk show featured the secretary general of the National AIDS Administration, who informed viewers that half of all new infections are currently being transmitted from husband to wife. He urged men to take responsibility for their family's well-being and encouraged women to protect themselves if their husbands do not.

Radio spots and newspaper advertisements complemented the drama series by repeating key messages. Posters, special promotional items, and a lucky draw sponsored by the private sector were also included in the campaign in an effort to encourage viewer loyalty.

HIV/AIDS.

PSI has been active in Cambodia since 1993. According to this organisation, HIV/AIDS is spreading to bridge and vulnerable populations, such as young people, in this country. Condom use in sweetheart relationships remains low. PSI believes that what is currently required is an effective way to reach these segments of the population, to the end of improving their ability to assess their personal risk and to encourage changes in their behaviour.

This campaign received official endorsement. Hours before the launch ceremony in May 2003, a letter arrived from His Royal Highness Norodom Sihanouk, King of Cambodia, giving his blessing to the campaign.