Reach and recall of the tuko wangapi? tulizana concurrent sexual partnerships campaign in Tanzania

Concurrent sexual partnerships are believed to be a major driver of new HIV infections in Tanzania. In June 2012, Tanzania launched Tuko wangapi? Tulizana (How many are we? Settle down), a national campaign designed to reduce concurrency. A cross-sectional survey was fielded in all regions of Tanzania in December 2012 with 2,000 respondents aged 18 years and above. Fifty-eight percent (n=1153) of respondents were able to correctly complete the campaign phrase, and 68.5% (n=1370) reported having heard or seen a message on the campaign when prompted. Exposure was higher in urban areas (81%) than rural (63%, p<0.001), and increased significantly with increasing education level (None=39%, Primary=63%, Secondary=85%, Post-Secondary=94%; p<0.001). Exposure decreased significantly with increasing age (18-24=81%, 25-34=72%, 35-44=63%, 45+=55%, p<0.001). There was no significant difference by gender (males=70%, females=67%; p=0.142). Radio (61%) and TV (33%) were the most frequent sources of information. Respondents reported that the campaign encouraged them to stop having concurrent partnerships (54.6%), not get involved in the sexual network (37.4%), reduce the number of sexual partners (39.1%), practice safe sex (22.8%) and communicate with others about concurrent partnerships (9.1%). Forty-one percent (n=567) of those exposed reported to have discussed the campaign with someone else, with sexual partner (62.8%) and friends (58.9%) most frequently cited. The campaign has been successful in reaching a younger, urban audience with higher levels of education and stimulating conversation. While the data suggests that understanding of campaign messages is as intended, further research is needed to determine impact on behavior.