Delayed Debut Campaign

The campaign is based on qualitative research carried out with 14 - 19 year olds from 8 African countries that concluded that sexual violence and coercion, intense peer pressure, and transactional sex are major barriers to delayed sexual debut for African teenagers. Based on the finding that youth equated sex with masculinity or femininity and often view their first sexual encounter as the transition into adulthood, organisers are focusing campaign messages on encouraging young people to rethink what it means to be a "real man" or "real woman." The campaign seeks to portray nonsexual relationships as romantic and condemns sexual coercion and violence. By showing that young men and women who abstain from sex are smart, able, responsible and happy, the campaign aims to promote new, healthier gender-based norms.

Delayed Debut uses a variety of media. Campaign messages, which are broadcast on television and radio, are included in newspapers, and are featured in information, education and communication materials (IEC). These materials are supported by an interpersonal communication package for use by church groups.

The project has produced 4 television spots, 8 radio spots, and 4 print advertisements that aim to capture the reality faced by young men and women. According to the organisers, across all media the campaign illustrates scenarios that reflect strong peer pressure, sexual violence, and transactional sex common to youth across Africa. The television spots used lighting and filming techniques that aim to capture a sense of emotional intensity. All scenes for TV and print were shot twice: once with wardrobe and background specific to West and Central Africa, and once for East and Southern Africa. In addition, all voices for radio and television spots were recorded in the country of broadcast to ensure accurate language, translation, and accent.

In addition to the media campaign, the project developed a programme to encourage open communication about sex and HIV/AIDS among parents and youth.

The campaign was first implemented in Zimbabwe where a key programme strategy for PSI was to partner with faith-based organisations (FBOs) to extend the reach and impact of the healthy behaviour messaging. Through this partnership, pastors, religious and youth leaders were trained as peer educators, enabling them to conduct regular discussion sessions among adolescents and their parents (guardians) using a discussion guide developed by PSI; provide information on key health issues as well as the associated risks of early sex; provide guidance to the youth to tackle pressures to engage in early sex; help young people develop risk reduction plans for when they face pressure to engage in early sex; and help parents improve their communication and ability to talk about sensitive issues with their children.

Youth, Sexual Health, HIV/AIDS, Gender