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Effects of the Fataki Campaign: Addressing Cross-Generational Sex in Tanzania by Mobilizing Communities to Intervene

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Abstract

The national multimedia “Fataki” campaign aired in Tanzania from 2008 to 2011 with the goal of addressing cross-generational sex (CGS) by mobilizing communities to intervene in CGS relationships. A cross-sectional household survey was used to evaluate the campaign. Logistic regression analysis found a dose–response relationship between campaign exposure and interpersonal communication about CGS, intervening in CGS relationships, and lower CGS engagement among women. No association was found between campaign exposure and current CGS involvement among men, though longer-term data collection may be needed to assess changes in relationship patterns. Findings indicated that engaging in interpersonal communication about CGS was associated with a higher likelihood of actually intervening. Strategies to generate further discussion surrounding CGS and increase impact, such as through community-based components to supplement campaigns, are discussed.

Resumen

Entre 2008 y 2011, se difundió en Tanzanía la campaña nacional multimedia “Fataki” con miras a abordar el problema de las relaciones sexuales intergeneracionales (RSI) mediante la movilización de las comunidades para que intervinieran en las relaciones RSI. Se llevó a cabo una encuesta domiciliaria transversal para evaluar la campaña. El análisis de regresión logística mostró una relación dosis-respuesta entre la exposición a la campaña y la comunicación interpersonal acerca de las RSI, la intervención en las relaciones RSI y una menor participación de las mujeres en las RSI. No se encontró relación alguna entre la exposición a la campaña y la actual participación de los hombres en las RSI, si bien se necesitaría una recopilación de datos más a largo plazo a fin de analizar los cambios en los modelos de relación. Las conclusiones indicaron que la participación en la comunicación interpersonal acerca de las RSI estaba asociada a una intervención real más probable. Se examinan estrategias para generar nuevos debates entorno a las RSI y aumentar el impacto, como por ejemplo mediante componentes comunitarios que sirvan para complementar las campañas.

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Acknowledgments

This study was made possible by the generous support of the United States Agency for International Development (USAID). The contents are the responsibility of the Johns Hopkins University Center for Communication Programs and do not necessarily reflect the views of USAID or the United States Government. We thank the Tanzania Ministry of Health and Social Welfare through the National AIDS Control Program for guiding the process of material development and monitoring. We also thank the following people for their significant contributions to the Fataki campaign and this evaluation: Dr. Bennet Fimbo, Dr. May Bukuku, Dr. Adiel Mushi, Ms. Anna McCartney-Melstad, Dr. Susan Mlangwa, Dr. Arzum Ciloglu, Ms. Phyllis Zhu, Media for Development International, and our evaluation data collection team, including STEADMAN/Synovate Media Research Company.

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Authors and Affiliations

  1. Bloomberg School of Public Health, Center for Communication Programs, Johns Hopkins University, 111 Market Place, Suite 310, Baltimore, MD, 21202, USA

    Michelle R. Kaufman, Alyssa Mooney & Najmeh Modarres

  2. Center for Communication Programs, Johns Hopkins University, Dar es Salaam, Tanzania

    Benjamin Kamala, Robert Karam & Deo Ng’wanansabi

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  1. Michelle R. Kaufman
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  2. Alyssa Mooney
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Correspondence to Michelle R. Kaufman.

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Kaufman, M.R., Mooney, A., Kamala, B. et al. Effects of the Fataki Campaign: Addressing Cross-Generational Sex in Tanzania by Mobilizing Communities to Intervene. AIDS Behav 17, 2053–2062 (2013). https://doi.org/10.1007/s10461-013-0428-x

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