People around the world have died of aidsrelated causes, particularly in the developing world, where the disease has devastated entire families, communities, and generations. Buthanks tthe medical advancement of antiretro viral therapy and progress in prevention, saving lives is now possible. Aid groups and governments have been working hard to bring innovative hiv prevention methods and tools to scale. And its working. In mozambique, one young relationship counselor is getting creative. Working with a local radio show, shes finding ways to make condoms exciting, and even sexy. [man singing in native language] narrator like all countries in southern africa, mozambique suffers from hivaids. Every year, millions of dollars are spent on prevention campaigns, including promoting condoms. But the battle is far from won, and one person thinks she knows why. [indistinct chatter] sheila i dont know how many students there are. Maybe 8,000. To pick up condoms, i have the records here. Maybe a hundred per month. Narrator at the northeast secondary school in the capital maputo, 22 year old sheila is a trained Sexual Health counselor. [indistinct chatter] in her office, young people come to her with their intimate problems. Man i am having a problem with my girlfriend. Sheila and you did not use a condom . Man often we dont use it. Sheila because you trusted her . Man i risked it because i trusted her, but i mistrusted heat the same time. Narrator the message is clearselling condoms as barriers against hiv can suggest couples dont trust each other. So sheila is convinced its easier to sell condoms as contraceptives. Today in her office, shes tearing down the Public Health posters. For sheila, condoms are the main weapon against hivaids. But they must have the right image. The unbranded white condoms are the ones distributed in schools and clinics. Much better, she says, those more sexy branded ones. Sheila lives at her grandmas. A churchgoing christian, she wants to train as a lawyer. She says what some in the big Health Agencies think privately. Sheila whoo the condom is too associated with hiv. And so its become stigmatized in the peoples minds. Narrator shes backed by market research, which shows trust in relationships is the main reason for not using condoms. Sheila knows sex and romance sell, so why not use them to promote condoms. Shes workg on a rio progr try heressage oa wider audience. Its for 99 fm, a Popular National radio station. Today is the big sell. Sheila im very nervous. Im in the hands of god. [groans] narrator sheilas off to see the head of the station, but will he buy her maverick message . Sheila my idea is to make a pilot program. Station manager yesterday, i attended a [indistinct] in chibuto. They had a box with condoms, like this one. I didnt want to take any. Sheila exactly. Station manager but what are we going to say in the program . No to the aids condom, or are we going to say, aids condom, yes . Sheila no, our objective is to say yes to the condom. Narrator not only have they given her air time, 99 fm have given sheila her own team. Their slogan, for your up moments. [woman singing in native language] sheila [speaking native language] narrator Public Health campaigns find it difficult to link condoms with pleasure. Ma [speaking native language] [woman speaking native language] narrator but can you really sell condoms better branding them with sex than with illness . Sheila [speaking native language narrator early morning, and time to take the show on the road. Today, to chinavane, 100 kilometers north of maputo. For her program, sheila wants people to talk openly about their sex lives. She hopes their stories will reveal why they should use condoms. [indistinct chatter] shes taking the message to the local school to see how it plays. Sheila our mothers fell pregnant at the age of 14, 15, 16, 17. They lived their sexuality. At the moment, they felt the time had come. I want you to tell me, what do you do to live your sexuality without having the same problems our mothers had . Ah . What did you say . Boy i use the condom. Sheila you use the condom. Thank you. Ping pong, another one. What do you do . [all speaking native language] second boy condom. Sheila huh . Second boy condom sheila condom. [all speaking native language] girl be faithful to my boyfriend. Sheila be faithful to your boyfriend. I have to be faithful to my boyfriend, but i also have to be faithful to the condom, because the day my boyfriend drops me, the condom will stay with me. Debra in india, where millions are living with hiv, reaching atrisk populations through peer education is crucial. And as this story shows, the most powerful messengers for hiv awareness come from unlikely places. [crowd yelling] [singing] debra operating in 67 countries around the world, psi is one Global Health organization at the forefront of hiv prevention. Psi believes that Health Services and products are most effective when theyre accompanied by robust communications, which ensure that people are widely accepting and using prevention methods. D they found that some of the best communicators about safer sex and hiv prevention are not necessarily the typical experts. For example, hair dressers in zimbabwe are chipping in with their own Straight Talk to patrons, and have helped zimbabwe cut its hiv infection rate by half. Last year, i traveled with psi to visit one special salon in zimbabwe, where women are sharing lifesaving information with one another. Truly unforgettable. Narrator as the economy in zimbabwe begins to recover after years of chronic mismanagement and hyper inflation, there are also encouraging signs of a decrease in hiv prevalence. In a country where over one million children have been orphaned by aids. Now, an innovative hiv Prevention Program is showing remarkable success by using hairdressers to teach their female customers the facts about hiv and aids. But in a country with a collapsed medical infrastructure, the burden of hiv and aids is massive. There are around 60,000 deaths from aids each year, and an estimated 1,200 new infections each week. Experts in zimbabwe say prevention through behavior change is the key to managing the spread of the disease. Kumbirai when you talk about behavior change, the key word there is changing. Changing from the waywhat you used to do to a new behavior. We want people to adopt safer sexual behaviors. It could be condom use, it could be [indistinct], it could be having fewer partners. All that for us is behavior change. Anything that you do to protect yourself from hiv infection. Narrator but in a maledominated society like zimbabwe, reaching women with the correct information and empowering them to make decisions can be difficult. Wendy generally, women are the more vulnerable sex, and when it comes to making decisions related with Sexual Health, men are the dominant character. So they, for women, dont have much of a say. Narrator as a result, 60 of all People Living with hiv in zimbabwe are women. Dorothy nancapa is a hairdresser in kuwadzana, a low income, high density suburb of the capital harare. Dorothy is one of 1,500 hairdressers that have been trained as an hiv peer educator in a program run by Populations Services international and funded by the u. K. s department for international development. In this way, hairdressers like dorothy have sold over 3 million female condoms in the last six years, preventing thousands of new hiv infections. Barbara niamdocka, a regular at the salon, began using the female condom with her husband obert two years ago. This initiative is spreading across zimbabwe. Sylvester nazarus runs a barbershop from his backyard in the commuter town of chitungwiza, south of harare. Here, men are also being exposed to the prevention message and the benefits of condom use. While huge challenges remain in zimbabwe, the success of programs like this has contributed to a significant decline in hiv prevalence. It dropped from over 24 percent to less than 14 percent over the last six years. Debra but how will we really achieve large scale change . One of the ways is by promoting hiv prevention methods that are easily affordable, highly effective, and are able to show results now. Methods like voluntary male circumcision, which can reduce heterosexual hiv transmission by 60 percent. But first, grown men must be convinced to overcome their fears, as we see in this story. Announcer right, tim. Remember that we have to work at winning this match as a team. Circumcision cannot win this match alone. He needs the help of all of the defenders to keep hiv from scoring. Fungai my name is fungai. Near where i stay, theres a very big billboard encouraging male circumcision. So i just decided one day that i should do it. Im. Shaking a little bit. I have goosebumps. I think the procedures going to go well. Ive learned a lot about male circumcision. They say it has a 60 percent chance of hiv reduction. Takavingwa my name is takavingwa [indistinct]. My wife encouraged me to come to mc, because she actually thought it good for me to be circumcised. Some of my friends say, ahh, you can go at your own risk. Im curious to know whats going to happen after i am circumcised. As you can see, i am now coming out of the psi room. The circumcision is all done, and ifeel like a man. It has been very good, and is not as painful as i thought. Fungai the whole procedure was just fine. Jabulani one of the best benefits is, uh, the reduction of the hivaids transmission rate. That actually gave me the zeal to go for it, because i felt that would be the best opportunity for me to prevent myself and the person that i love from contracting such infections. Steven i have since introduced some of my team members to be circumcised. Everyone now knows that im proud to be circumcised. Delfin it opens up dialogue within, firstly, the relationship, which is not common in our environment. Molebogeng so this both our decision. And i decided to accompany him as a support system. And also i heard about the importance of male circumcision. Jabulani what i learned is people are not welleducated. They have a belief that its cultural. Delfin dialogue needs to spread further than just young couples. Jabulani it is the right channel to reduce the hivaids pandemic in our nation. Steven a lot of things have changed in my life. Besides the confidence that i have, i also feel much more secure. Debra targeting behavior is also crucial in hiv prevention. In kenya, people are talking about mpango wa kando, roughly translated into having a long term relationship on the side. Its an all too common arrangement that also happens to be one of the riskiest behaviors for hiv transmission. But the government ofenya, tother with usaid and other groups, are using mass media to change this behavior and turn the tide of hiv transmission. Nicholas 44 percent of new hiv patients attributed currently people who either married or in a partnership. These people in partnerships both have other partners, who also have other partners who are not using condoms. And therefore, the chance that the next network someone has hiv and it spreads like bushfire to the rest of the families. Jimmi i must admit, one of the things that surprised me was the aspect of also women playing a part of it. Nicholas weve got this strong force, people say, no, no, no, you are [indistinct] men only. Women also do that. So people didnt know that, so we did some spots for women as well. Erick concurrent partrship rely is areat facr in thepread ofiv, becae you find that, this people, when they have these partners, trust comes in. So we find that these partners stop using condoms basically to all the partners. Lucy psi kenya decided to take on the campaign because primarily, there are very few organizations that do National Level mass media communications. Tony for this particular video, it became quite an interesting angle to us, social marketing. Weve got a subject thats supposed to be to improve the lives of the people that were trying to talk to. Lucy we pretested various concepts, various tag lines, various names, and eventually we came up with mpango wa kando, which was actually what people felt describes this loving, longterm side relationship. Jimmi somebody needs to say something, and so i did. Wambui [speaking native language] tony shock transmits, then, to how important this campaign is. Tony it makes sense. Its logical. And i think thats what really made the campaign work, that its real, its a social message. Nicholas mpango wa kando campaign is obviously achieving its goal. Part of the goal is to stimulate debate. So youll hear people discuss it in pubs, in formal outings, in the church. These were never, never discussed. Tom they identify with the campaign and then now the discussions start. The good thing is that they are coming together and talking about it. And finding solutions to it. [all speaking native language] lucy looking at what will motivate people now to move from awareness to actual behavior change. Jimmi look around. All families, all kenyans, dont want hiv. So the more we discuss and told them, you know what, you cannot talk about the issue of hiv and not talk about the issue of concurrent multi partnerships. Lucy for me, success in the long term for this campaign would be lower hiv prevalence amongst people in married, cohabitating relationships. Jimmi its something that cannot be done overnight. Its something that we work on it until it becomes a social norm change that discourages people from having concurrent multiple partnerships. Debra thanks to prevention and treatment, the global rate of new hiv infections has dropped by 25 percent between 2001 and 2009. Around the world, were learning lessons from innovators in every sector. Were learning to adopt messages that equate change with something Everyone Wants a happier life. Were learning to invest in local talent, because they know how to reach their neighbors and what motivates them to change. And on the soccer field or at the hair salon, we learn that reinforcing the right messages about hivaids is making a difference. [all singing in native language] man want to learn more about hiv treatment, prevention, or anything else you saw here . Head over to viewchange. Org tv, where you can watch, read, and get involved in projects that are making a real difference. 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