The Shuga radio serial drama is an evidence-based and participatory behaviour change communication edutainment drama designed to increase demand for HIV testing and counselling (HTC) and condom use among sexually active youth aged 15-24 years. The 12-episode drama series was developed in collaboration with UNICEF, MTV and HIV and AIDS Free Generation, together with government representatives and young people from six participating countries – Tanzania, Kenya, the Democratic Republic of the Congo (DRC), Lesotho, South Africa and Cameroon.
This report highlights key results and lessons learned from implementation of the first phase of Shuga radio, initiated by UNICEF Tanzania in a partnership with UNESCO and in collaboration with TACAIDS, MOHSW and key partners including JHU-CCP, PSI, T-MARC, PASADA, Baylor, Restless Development and SUMASESU and broadcast partners Tanzania Network of Community Radios and Clouds FM.
Lessons learned:
Multisectoral support is needed to design successful behavior change communication programs. Much of the success of Shuga radio is because of the support obtained from key partners at community level, the Shuga Advisory Committee, partnership with UNESCO. Moreover, within UNICEF planning, monitoring and evaluation colleagues played a big role in supporting the M&E design and data analysis, and communication advocacy and partnership colleagues supported in Facebook posts and linking Shuga radio serial drama to Radio 5.
Although there is a challenge of attribution of a particular social behaviour change communication activities to HTC outcomes, use of multiple M&E approaches generated the assertion that radio was among the top three sources of information for young people about HTC (along with health workers and teachers) and suggested that more efforts should focus on adolescents, who were less likely than young adults to be aware about HTC and to report being HIV tested.