How We Work
A guiding theory of change.
The public health professionals on our team approach our work with the support of science, data, and methodology. The graphic below includes an outline of our strategic approach, intended for the general public to gain visibility into the maturity of the process and give a sense as to why our cause garners support from highly reputable donors and agencies.
Our vision is to change public health outcomes, starting with critical interventions to reduce the number of new HIV infections in Zambia. We will do this by reaching a large youth audience with key messages, delivered via influencers they look to already, who can convey reliable facts and information with style. Our comprehensive public health campaign will raise awareness and change attitudes as a first step toward action and behavior change.
Artists as super peers.
Research shows that celebrities have a larger influence over youth and their actions because they are viewed as “super peers." Because of this, artists are able to influence young people in a way that resonates with them.
We have trained our team of top Zambian singers in public health communication techniques and support these artists in the creation and distribution of accurate and informative pop songs.
These songs help young people access information about how they can protect themselves from HIV and help connect them to already available HIV services such as testing and treatment.
Further steps within the UkaniManje initiatives harness the power and influence of our artists as super peers by engaging with youth in conversations about their health, in their communities.
Dr. Emmanuel Makasa at the first Peer Influencer Workshop
The Worth More campaign on a visit to a village
Awards night for the UkaniManje song and music video
Radio interview promoting UkaniManje
Training in public health messaging
Completion certificates awarded at the first peer influencer workshop
TV guest appearance
Participating at the peer influencer training
Public health best practices.
We work with the Ministry of Health and Zambia Medical Association, as well as our own doctors and public health experts to ensure that all our information is accurate, up-to-date and culturally relevant.
Our outreach is structured on proven behavior change theories and are advised by experts from Harvard’s T.H. Chan School of Public Health and Boston Children’s Hospital’s Center on Media and Child Health.
The artists are given artistic freedom in their songs to connect to their fans- however each song is carefully reviewed by our public health experts to ensure that the messages are accurate and support the overall goals of the campaign.
Making an impact.
Connecting With Youth
One of the most critical aspects of our work is connecting with young people. To do this, we have a comprehensive outreach plan. While each new song reflects an artist’s style and contains a different subject, the overarching message to "Wake Up" is a clear ‘call to action’ in the cohesive campaign.
Our curriculum is designed to be easily adopted by schools, clubs, clinics and youth centers. Additionally, through interactive radio shows and social media engagement our content allows our audience to connect with the musicians in a dynamic and powerful way.
We aim to have impactful conversations with youth about HIV and encourage youth to connect with existing MOH and NGO programs and services.
"Staying faithful to one partner"
"Encourage HIV/AIDS counseling and testing in churches!! #ukanimanje"
“I would wake up to end HIV/AIDs by: 1) educating the community about this infection like how it can be contacted, controlled and prevented by putting up posters, advertise on media, also in schools because alot of young people need to hear about it”
“Will act responsibly, stay faithful n be safe…”
“By ending stigma against people living positively. It's starts with me because I'm either infected or affected. U=U❤️”
“#ukanimanje I will wake up giving love and support to the infected, reminding them to take the medications, eat health and in turn I will also get counsel on how to avoid contracting the virus. #being a neighbors keeper…”
“It all starts with yourself that's the best way of ending HIV and AIDS condomis. #ukanimanje”
#Lets be responsible citizens
“Ending the AIDS epidemic by 2030, as we committed to in the Sustainable Development Goals, will require a continuous collaborative effort. #worldaidsday2019 #ahfzambia #ukanimanje”