S'tru Aw'kaphephi Campaign

In keeping with the OneLove messages and principles, the S'tru Aw'kaphephi challenges cultural practises that support MCP through the following messages:

• You are not safe if you and/or your partner ascribe to social beliefs, attitudes, and perceptions that drive MCP.
• Even if 'justified', MCPs put you at risk of contracting HIV.

The campaign included the following key strategies for disseminating it's messages.

• Bagcwele Iquantum: S'tru Aw'kaphephi Radio Drama - This 38-episode radio drama series was broadcast on SBIS 1, featuring topics related to the rationalisation around MCP and the social norms that drive MCPs, such as the celebration of male promiscuity, the "pull her down" syndrome common among women, male entitlement to sexual pleasure, and MCP and poverty.
• Mobile discussions and theatre on 8 rural bus routes – using “Ambush Theatre” techniques, where people in the audience are at first unaware that the interaction between the actors is a drama, the campaign prompted discussions on buses. For example, in one drama, a husband would get a phone call and leaves his seat, when the wife gets suspicious, an arguments follows. This was followed by a discussion led by the actor/ facilitators.
• Print Materials - The S'tru Aw'kaphephi Booklet shares common lines and expressions used throughout the S’TRU! Aw’kaphephi! Campaign
• 9 Billboards throughout the 4 regions of Swaziland
• 10 Road Shows in rural areas
• Car Sticker Competition
• Newspaper Adverts and Editorials
• Posters displayed throughout the country
• A S'tru Aw'kaphephi Facebook page

The campaign was conceptualised following audience research conducted by Lusweti in June 2010, which revealed that MCPs have become an acceptable sexual lifestyle, and that individuals are pressured and socialised according to cultural norms and values that lead to risky sexual behaviour. The survey also found that there is a common belief that men are entitled to sexual pleasure whenever they want and can have as many sexual partners as they want, an attitude fast being adopted by women.

The Lusweti Institute for Health Development Communication is a non-governmental organisation dedicated to the creation and provision of innovative social behaviour change communication programmes. Their efforts focus on bringing social change to society ensuring that the majority of people in the country will be practicing positive behaviour with respect to HIV/AIDS, health, and development.

According to Lusweti, Swaziland's HIV epidemic has reached an exceptionally high rate with 26% of the reproductive age group population aged 15-49 years infected. MCP has been identified as one of the key drivers of the epidemic in Swaziland. While perceived norms and principles of Swazis are strongly against MCPs, what prevails as popular culture is contrary to the perceived societal norms. MCPs are a common practice that is accepted by society.