Changing attitudes towards cross-generational sex through media: Evaluation of the Fataki campaign in Tanzania

The Fataki Campaign was designed to discourage cross-generational sex (CGS) in Tanzania and to encourage individuals to take action to protect loved ones from a “fataki” (older man who seduces young women). In Tanzania, CGS is a driver of the HIV epidemic for young women. “Fataki”, a national radio media campaign running since 2008, encourages families and community members to intervene when older men approach young women. The campaign has tried to stigmatize such men and CGS behavior. The current study looks at effects of the campaign on attitudes towards gender roles and CGS, experiences with CGS, and sexual risk behavior. The evaluation included a nation-wide survey with approximately 2,400 men and women ages 15 and older and qualitative interviews in 2 regions where HIV rates are particularly high. Preliminary results show that exposure to the campaign is wide-reaching, and about 35% report personally intervening in what appears to be a CGS relationship. Additional analyses will include measuring the relationship between exposure to the campaign and attitudes towards fatakis, assessing sexual risk behavior and its relationship with attitudes towards fatakis, and assessing attitudes towards fatakis as they relate to traditional gender roles. The Fataki Campaign is simple but contains a powerful message. By creating a campaign that stigmatizes CGS, social norms can change, thus reducing one of the ways in which young women are at risk for HIV.