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Objectives:
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In June 2005, YEAH conducted qualitative research to understand Ugandan definitions of masculinity and to identify behaviors and practices used to express masculinity in sexual relationships, fatherhood, reproductive health, and violence. Social and cultural norms highlighted in the research were:
The research helped confirm the link between gender relations and increased vulnerability to HIV. YEAH and Instituto Promundo used these results to design the strategy for the second phase campaign on male gender norms.
Formation of the YEAH Implementation Unit
One of the main goals of YEAH is to strengthen the capacity of local institutions and young people to design and implement social and behavior change communication efforts and activities. In order to achieve this goal, YEAH has established the following entities:
Technical Advisory Team (TAT). The TAT is comprised of communication and youth SRH communication experts and includes representation from the Ministry of Health, Ministry of Education and Sports, Ministry of Gender, Labour, and Social Development, UAC, Straight Talk Foundation, CDFU, HCP, UAC, UNAIDS, UNICEF, and UNFPA. The TAT meets quarterly and on an as needed basis.
Youth Advisory Groups (YAGs). In order to develop and maintain broad-based and diverse participation of young people, one national and four regional (Southwest, Central, East, and Northwest) YAGs have been identified and organized. YAGs provide input on the strategies, methods, materials and overall implementation of this program.
Regional Lead Organizations (RLOs). Regional Lead Organizations serve as coordinating entities for the implementation of the communication activities in each of the four regions.
Phase I: Something for Something Love
Campaign Launch. Something for Something Love was launched nationally in Kampala in January, 2006 by Janet Museveni, Uganda’s First Lady. Regional launches occurred at four different locations during February and March of 2006.
Rock Point 256. Produced with technical assistance from Media for Development Trust and launched in August 2005, this radio serial drama is the centerpiece of the YEAH campaign. Rock Point 256 tells the story of people living in a fishing and farming community called Rock Point. Characters in the drama model positive behavior change over time.
In year one, the series concentrated on transactional sex, defined as the exchange of sex for gifts, favors, or money. Young people aged 15-24 were given three clear messages: abstain from sex until you are ready to settle down for a long-term relationship; set long term goals that you do not compromise for material gain; and do not give or receive gifts or favors in exchange for sex. Adults were also given a message: examine your personal role in protecting young people.
As of August 2006, the first 52 episodes were aired in five languages on ten radio stations across Uganda. Rock Point 256 is produced in English, Luganda, Runyankole/Rukiga/Runyoro/Rutooro, Lwo and Ateso.
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Radio Drama Contest and Letter Management System. In May, June, and July, 2006, YEAH organized a journalism contest for young people in partnership with the Major School of Journalism and Ugandan newspapers. The contest aimed to stimulate community dialogue about transactional sex. More than 800 young people wrote articles about transactional sex and what their schools and communities are doing about the practice.
National Journalism Contest. This contest was organized in collaboration with three major daily newspapers in Uganda. Young people were invited to write articles on their experiences with Something for Something Love. The best writers had their articles published, and received recognition and prizes during a high profile ceremony in Kampala in August, 2006.
Supportive Media Materials. Radio spots, comic books, posters, fact sheets, branded exercise books, billboards and street poles have all been used to reinforce Something for Something Love messages in schools, sports clubs, faith based groups, youth clubs, workplaces, and the armed forces throughout the country.
Listen to the Something for Something Love radio spots: Spot 1 | Spot 2 | Spot 3
Life Choices Interactive DVD and Facilitators Guide. YEAH finalized and distributed these materials to young people serving organizations and networks. YEAH also conducted training of trainers for young people on use of the tools, management and leadership skills, and YEAH activity reporting requirements.
Community Guide for Community Action Against Something for Something Love. With technical assistance from HCP, YEAH worked with youth groups to develop a six-step approach to mobilizing communities against something for something love. The Guide includes exercises and information that youth groups can use to mobilize their schools and communities. In August 2006, YEAH began training trainers from youth serving groups in the use of this tool.
Listen In…Look Out Listening Guide for Groups of Young People. YEAH also developed this guide for Rock Point 256 Listening Groups, and began training youth serving organizations in its use. The Guide is distributed together with audio cassettes and CDs of the radio serial drama.
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Phase II: Be a Man
Training Course. In June and July 2006, YEAH developed a short training course for men in male-dominated workplaces, uniformed services, schools and community groups. The purpose of the training is to stimulate introspection and discussion about masculinity and the male gender norms that put young people and married couples at risk of HIV.
Television Spots. Be a Man television spots were aired during broadcasts on Uganda Broadcasting Corporation (UBC) of all 35 games in the 2006 World Cup. The spots were also distributed to 96 video clubs in Kampala that showed the World Cup matches on satellite, and dubbed onto videos touring rural communities with Ministry of Health film vans.
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On June 9, 2006, YEAH launched Be a Man during a press conference attended by all major media in Uganda.
With HCP technical assistance, YEAH is developing a program website that will facilitate networking among key stakeholders, and publicize and share project materials, events, and tools both inside and outside of Uganda.
To continue with Phase II, YEAH is developing radio ads and programs, posters and other print materials, and has incorporated Be a Man themes into Rock Point 256 radio programs and comic books. YEAH is also planning a national music contest and has enlisted popular male musicians to the cause.
Baltimore: Jane Brown, jbrown@jhuccp.org or Afeefa Abdur-Rahman, aabdurra@jhuccp.org
Field: Cheryl Lettenmaier, cheryll@hcpuganda.org or Donna Sherard, donnas@hcpuganda.org
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Disclaimer: The information provided on this web site is not official U.S. Government information and does not represent the views or positions of the U.S. Agency for International Development or the U.S. Government. |
Young People Empowered and Healthy (YEAH) is a national social and behavior change effort for Uganda’s young people that uses mass media, person-to-person dialogue, and community media approaches to stimulate dialogue and action and model positive practices. The campaign is designed to contribute to a reduction in HIV incidence and early pregnancy, and an increase in the proportion of young people who complete primary education and beyond. 
Watch the Be A Man World Cup TV spots: 