SAFE LOVE CAMPAIGN: To contribute reduction of new HIV infection in Zambia by changing key behaviours underlying the epidemic.

The campaign focuses on increasing the number of adults 15-49 who report regular partner communication around sexual relations, test for HIV, know their own HIV status, and that of their sexual partners. Additionally, the campaign seeks to increase the number of adults who reduce the practice of multiple and concurrent partnerships (MCP) and have one sexual partner at a time, whose HIV status is known. The campaign targets several key areas, including increasing the number of adults who use condoms correctly and consistently with all sexual partners, including regular, long-term, and trusted partners. It also aims to increase the number of women who get condoms or tell their partners where to get them and demand condom use with partners. Furthermore, the campaign seeks to increase dialogue and discourse around sexuality, MCP, condom use, and HIV testing. The SAFE LOVE CAMPAIGN identifies several barriers to behavior change, including societal perceptions that discourage women from purchasing condoms, limited skills to bargain for condom use among women, and perceptions that condoms spoil the fun in sex. Additionally, the campaign highlights the importance of increasing knowledge about Prevention of Mother-to-Child Transmission (PMTCT) services, including family planning, testing, treatment, and feeding guidelines. The campaign also emphasizes the need to increase personal risk perception for HIV infection through the understanding of sexual networks and to increase understanding of how to stay faithful. Furthermore, the campaign aims to increase dialogue and discourse around sexuality, MCP, condom use, and HIV testing, and to convince the target audience not to accept a partner who has other sexual partners. The campaign also seeks to increase community knowledge on how to use condoms and the benefits of condom use, as well as to build competence and confidence in the correct and consistent use of condoms for every sexual act. The SAFE LOVE CAMPAIGN targets several key drivers of the HIV epidemic in Zambia, including behavioral objectives, barriers to behavior change, and communication objectives. The campaign's goals are aligned with the need to increase knowledge and understanding of HIV prevention and treatment, as well as to promote behavior change and reduce the spread of HIV in Zambia.