Africa Cup Offers Opportunity to Reinforce HIV Messages among Nigerians

MARCH 2008 — Leveraging Nigerians' love for soccer, the country's National Agency for the Control of AIDS (NACA), FHI/Nigeria's GHAIN project took advantage of the recent Africa Cup of Nations to promote HIV prevention. Through public service announcements (view one in Flash) aired during soccer matches and information disseminated at large gatherings, Nigerians were encouraged to engage in dialogue with each other and learn about HIV prevention.

The biennial Cup of Nations tournament is Africa's most prestigious football competition and draws the world's attention to the continent. This year's tournament, hosted by Ghana, kicked off Jan. 20 and ended Feb. 10. With Nigeria's beloved Super Eagles expected to fare well, a record number of Nigerians were likely to tune in.

FHI/Nigeria saw an opportunity to capitalize on this large audience, and collaborated with NACA and the BBC World Service Trust to provide millions of Nigerians with HIV prevention messages and promote positive behavior change. Funding was provided through the FHI-managed GHAIN project, which is supported through USAID by the US President's Emergency Plan For AIDS Relief (PEPFAR).

NACA and GHAIN collaborated on football-themed television public service announcements on HIV/AIDS prevention. The spots show footballers preparing to defend against a free kick by covering their genitals with their hands: "playing safe". They were aired nationwide throughout the tournament on 34 TV stations. The BBC World Service Trust produced the spots and, in a fine example of public-private partnership, negotiated with the distributor to air them at half the market rate.

Many who watched the football matches in organized viewing spots said the commercials were a surprising novelty in Nigeria's HIV and AIDS awareness campaigns. They cashed in on the atmosphere of the football tournament and captured the audience's attention with creative use of suspense and punch.

Donald Ibe, who saw the commercial in Abuja, said the TV spot caught him by surprise: "I was in suspense until the last message, 'Play safe. Use Condoms.' appeared." He added it would be difficult to forget the message, especially with the creative association with football.

At i7, a popular drinking parlor in Anambra state, football fans were particularly captivated by the TV spot. Some were intrigued by the idea of a girl taking the free kick. Others were amused by a noticeable character who looked very serious while covering his genitals. The spot held viewers in suspense, curious to know what was going to happen next. Each time the punch line "Play Safe. Use Condoms." appeared, the audience burst into laughter, triggering discussions on HIV and condom use.

PHOTO: In every "free kick," the most vital points are covered: The wall of defense here was captured from a recent TV spot produced by FHI and aired across Nigeria during the just concluded Africa Cup of Nations' tournament.

— Victor Ogbodo