Zip up! – Nigeria

Based on findings from prelimary research, organisers developed the campaign to the end of:

• informing the population being addressed about the benefits of delaying sexual activity
• showing the link between delayed sexual debut or abstinence and the achievement of important life ambitions
• equipping young Nigerians with the skills needed to negotiate sexual delay, and
• supporting those abstaining, encouraging them to continue by, first, promoting the fact that they are in the majority and, second, presenting this lifestyle as ‘cool’, achievable, and smart (a guarantee against HIV infection and unwanted pregnancy).

Partnership with FBOs was a key strategy in the programme design and implementation. Zip Up was developed in conjunction with a steering committee including representatives from both Muslim and Christian organisations. These groups participated in the scripting and development of the campaign messages. In addition, several FBOs have held Zip Up rallies, seminars, and workshops, with the support of SFH.

Producers say they chose the slogan "Zip Up" because they wanted to create a phrase that teens themselves could use and identify with. "We were aware from our research that the word ‘abstinence' was not well understood, so we needed something brand new". Specifically, the phrase "Zip Up"

• directly suggests protecting one's virginity by the act of zipping up (one's pants)
• "will ultimately be as much about developing an attitude as the actual act of zipping up"
• works as both a visual and audio cue
• "has a modern, streetwise feel".

The campaign uses radio and television spots featuring happy, attractive Nigerian youth in an effort to communicate the message that "sex is worth waiting for" through entertaining, catchy images. In the spot "Party On", zipping up is used both as a negotiating skill and as an affirmation of a majority lifestyle amongst teenagers. Shot in Lagos, the TV spot has been shown on every station nationwide. It shows a young woman being propositioned for sex by her boyfriend at a disco. She is so incensed that she grabs the DJ's microphone and tells him to "Zip Up". Soon, all the other dancers agree that this is the thing to do; the boyfriend realises he has gone too far.

Mass media is supported by colourful billboard advertising at strategic sites across Nigeria, as well as printed negotiation cards which are designed to be carried in a purse or wallet.

Youth

The campaign strategy was developed in response to research which revealed that:

• Most Nigerian teenagers are already abstaining from sex.
• Abstaining is nonetheless regarded as “uncool”, especially amongst boys.
• As a result, some teens tend to lie about their level of sexual activity in order to fit in.
• Many teens are confused about the skills required to negotiate abstinence.

According to organisers, "Zip Up" has become "a commonly used slogan and is quoted frequently (unprompted) by teens during other activities conducted by SFH". They note that the NACA is supporting expansion of the campaign in 2005 (more billboards, more TV slots).