Fataki Campaign
Reduction of Cross-Generational Sex
- Background
- Morogoro Pilot Campaign
- National Launch
- Follow-on Activities
- English Translation of Kiswahili Scripts
1. Background
The Strategic Radio Communication for Development (STRADCOM) Project was requested last year to support a workshop on developing effective communication campaigns. Chip and Dan Heath, the authors of an international best selling book “Made to Stick” conducted the one week workshop.
At the start STRADCOM provided the artists, producers, pre-testing and logistics services. Eventually STRADCOM developed, produced and pre-tested the campaign in consultation with the Heath brothers.
1.1. Campaign Development
The development and testing of the Fataki campaign took 12 months. The table below summarizes the main activities. The first activity was the workshop conducted last August.
1.2. The Workshop
The one-week workshop with the Heath brothers took place in August 2007. The participants included representatives from NACP, TACAIDS, AMREF, FHI, PSI, Constella Futures, Femina Hip, AED, T-MARC, JHU CCP and USAID.
The Heath brothers provided the participants the conclusions from their research on why some ideas stick. They identified the characteristics of successful communication campaigns. This was based on an analysis of numerous communication campaigns and stories.
The workshop participants then worked on identifying critical areas in HIV and AID that needed communication interventions. Two areas, both in prevention were, identified. The first was cross-generational sex. The second was the need to test for HIV.
The participants worked on developing concepts and messages for both these topics. They developed and pre-tested a series of concepts and messages in an iterative process. Three rounds of development and pre-testing were accomplished during the workshop. Feed-back from the pre-test lead to refining the messages. The participants included actors, radio producers, script writers and illustrators. They developed the materials under the direction of the Heath brothers with the advice of the prevention partners.
By the end of the workshop the participants developed four prototype radio spots and two visuals. These were further tested and refined in September 2008.
1.3. Development of materials
STRADCOM was given funding to conduct a pilot campaign late in 2007. We brought in a team of writers to develop new radio spots and visuals. The results from the pre-tests conducted in August and September 2007 were used to guide the development of the new materials. The first four radio spots and the poster were produced in January 2008.
2. Morogoro Pilot Campaign
STRADCOM in consultation with NACP, decided to pilot test the campaign in four districts in Morogoro. We chose this region for the following reasons:
- Close to Dar es Salaam but far enough away for it to have strong local media
- Our key informants advised us it was typical of Tanzania
- The region had higher than average prevalence of HIV
- Two local radio stations that we had worked with before
- Our research agency, The Steadman Group, had a strong field team in Morogoro
We conducted the media campaign for 120 days starting on February 19, 2008. We started with the two main local radio stations in Morogoro City. We later added a small community owned radio station in Kilosa District. They started running our spots on May 2 for 47 days. We used one billboard with our one visual. This was on the main highway at the traffic circle just outside Morogoro town. We also distributed 170 banners through out the four districts with the same visual.
We conducted five rounds of surveys during the campaign. Each round or wave had 400 respondents. The waves were one month apart. The respondents were picked by stratified random samples for each wave. The survey was conducted just before the campaign started, three more times during the campaign and then just after the campaign ended. A final survey wave is scheduled three months after the campaign ended. This would be in late September 2008.
Finally, six focus groups were conducted in Morogoro after the radio campaign ended. This was conducted in early July 2008.
2.1. Radio Spots
Ten radio spots were developed by STRADCOM. MFDI, our sub-award partner produced the spots. STRADCOM staff and contract writers wrote the first four scripts. Additional writers from MFDI were brought in to help write the remaining six scripts.
The radio spots were produced in aired in three blocks. The first block had four spots: ATM, Fataki with a School Girl, Fataki and his Wife, and Fataki with his friend’s daughter-in-law. ATM or Automatic Teller Machine is a very recent slang expression used by young girls to describe older men dispensing cash for sex.
The second block of four was Juma Nature, Chicken and Chips, Brother Intervenes, and Fataki and a Police Woman.
The third block was Fataki visits his Rural Cousin and Fataki and His Boss. The spots were about sixty seconds. All the spots were attributed to NACP. The spots are in Kiswahili. The English translations are included in Appendix A.
2.2. Banners
After a long development process that included a number of pre-tests one visual was developed. Fataki is being dismissed by a schoolgirl. Fataki has been made to look very ordinary and typical. He is not wearing western dress and does not look rich. There is some ambiguity in the schoolgirl’s rejection. This leaves room for some dramatic tension in the visual. It is not confrontational and in keeping with social norms.
The budget and shortness of the campaign did not allow us to use billboards. In the end we could only afford one billboard. In order to reinforce our radio spots with visuals we developed the idea of using banners. The banners are made of vinyl, are cheep to produce and ended up being very durable and easy to place in foot traffic areas.
2.3. Media Buy
We purchased eight prime time radio slots every day on the two local radio stations. They ran every day for 120 days. We added a community owned radio station in Kilosa District, which ran eight spots a day for 47 days.
One of the radio stations used their listeners’ groups to distribute and put up our banners all through the four districts of the test.
2.4. Partners
New partners joined us for the pilot campaign. The Ministry of Education and Vocational Training (MOEVT) became interested observers and advisers. The Municipal Council of Morogoro and the Mayor were very supportive of the campaign. They allowed us to add their logo to the banners and waived the fee for displaying them. In April 2008 they hosted the USAID Mission Director who had come up to observe first hand the pilot campaign.
The Regional Medical Officer and the Municipal Medical Officer for Morogoro City were also very supportive of our campaign. The Kilosa, Mvomero and Kilombero District Councils provided us with the necessary permissions and support.
Finally, the NACP continued to support and advise us throughout the pilot.
2.5. Test Results
Sample
We surveyed 2,000 respondents in monthly samples of 400 respondents. The demographic characteristics of each sample varied not only among samples but with the census demographic variables for the Morogro region. In order to keep these constant and comparable with all residents in Morogoro we weighed each respondent so that their responses were representative of all residents.
The respondents were all 18 years and over in age. We used a stratified random sample of enumeration units, households and household members.
Radio
Did we pick the right media for our campaign? The answer is radio is still by far the most popular mass media. Almost twice as many adults used radio over TV as their primary source of news.
Exposure
Our 120 days saturation use of radio worked. By the end of the campaign we had reached almost every adult.
Fataki as the New Catch-Phrase
One of our main objectives of the campaign was to give people a catch phrase to describe sugar daddies or older men preying on younger women. We wanted the word to be somewhat negative in connotation. We wanted it to replace the various words used to describe such men.
We asked our respondents “What would you call a 50-year old man who is always trying to seduce younger women?”
By the end of the campaign over 44% of our respondents spontaneously used the word “Fataki.”
Discuss Fataki with Others
We wanted our campaign to use Fataki as a catalyst for community opposition to trans generational sex. We belived the first step was to have people start talking about Fataki and his unacceptable behaviour. By the end of the campaign 75% of respondents reported discussing Fataki. In another question 65% reported hearing other discussing Fataki.
Favourite Spots
The pilot campaign gave us an opportunity to test which spots were the most popular or memorable. The theory being that these spots were most likely to have higher impact. Our tight production schedule meant that we could not launch all the spots at the same time. Some ended up being broadcast longer than others. In addition, people were more likely to remember spots that had been played recently rather than earlier at the start of the campaign. The following chart examines the relationship of favourite spot with the number of days it was broadcast. This has helped us identify the less successful spots.
One would expect, that all things being equal, spots that had been broadcast more often would be more likely to be picked as a favourite. This was the case for three of the spots (ATM, Juma and School Girl). However, of interest are the ones that despite not being broadcast that often ended up being mentioned as favourites. Finally, two radio spots that were used more often did not get many votes (Wife and Daughter).
Attitudes About TGS
The respondents identified TGS as a serious problem. The vast majority of respondents agreed that TGS was wrong. This remained consistent through out the five waves.
Reported Self- Efficacy
While the respondents were in agreement about TGS as a problem they were less sure that they could do something about the problem.
Before the start of the campaign 64% reported that they felt they could do something. By the end of the campaign that figure had risen to 88%.
Exposure and Reported Self-Efficacy
The next chart looks at the relationship of exposure to our campaign to perceived self-efficacy in doing something about TGS. Our theory is that higher exposure should lead to greater perception of self-efficacy. We divided the respondents from our last round survey wave into three roughly equal groups. The groups ranged from low to high reported exposure to the campaign. We weighed the responses by all the demographic variables so that they only uncontrolled variable was exposure to the campaign.
While by Wave 5 88% of all the respondents reported that they felt they could do something about TGS they were more likely to do so as exposure to our campaign increased. While we cannot conclude for certain that there is a causal relationship indications are very positive.
2.6. Focus Group Discussion
We conducted six focus group discussions at the end of the campaign. We split them into urban and rural groups.
The younger females and older males gave us access to the perceptions of the two sides of TGS. The older females were included to give us another indirect perspective.
Understand Call for Action
We asked all the groups what if anything the campaign wanted them to do. From the responses it was clear that the call for action was well understood. Here is an example of a promising response:
“As a community leader, I plan on discussing Fataki at our next meeting.” -- Rural 35-49 Male
Here is another that clearly shows that at least one older man understands what we want him to do.
“As an older man I will stay away from young girls” -- Urban 35-49 Male
Impact on the Community
We asked our groups what if anything has been the impact of the campaign. Again the responses were very encouraging:
“In the streets ... if an older man tries to touch a girl they call him Fataki.” -- Rural 35-49 Male
“People can have an ability to open up and discuss about sexuality at their home, which was not quite possible previously.” -- Rural 35-49 Female
“I like the idea of having a common name Fataki for all the men who have sex with young girls.” -- Rural 35-49 Female
2.7. Conclusions
Based on the quantitative and qualitative research we can conclude the following:
- People were already not happy about TGS -- they knew it was a problem
- The radio and banners was very effective in reaching our target audience
- By the end of the test campaign people felt more confident that they could now do something in their community to discourage TGS
- The higher the exposure the higher the perceived self efficacy
- The campaign acted as a catalyst for action -- gave them a common language
- While it is not clear and unlikely that the we have achieved our ultimate goal of significantly reducing HIV transmission by discouraging TGS we are moving in the right direction
3. National Launch
Based on the success of our pilot campaign in Morogoro we propose to launch a national campaign.
3.1. Goal
The campaign’s goal is to reduce new infections of HIV by reducing trans generational sex.
3.2. Barriers to Behaviour Change
- Young women have little economic/social power or status
- Older men have great social and economic power
- Social norms are actually tolerant of TGS, with little effective social pressure to refrain from such behaviour
- Curb TGS by stigmatizing what is now acceptable
- Use a cartoon character “Fataki”
- Use hard-hitting humour to ridicule
- He is the villain we love to hate
- Make behaviour the object of ridicule
- Encourage people to prevent their loved ones from being preyed on by a Fataki
3.4. Objectives
- Create a taboo against cross-generational advances
- Provide a language of opposition—we hope that the word “Fataki,” (explosion) and what it represents, will enter the lexicon in Tanzania
- Model and encourage appropriate behaviours for community members to discourage TGS
3.5. Target Audiences
Primary:
Families and friends of girls and young women
Secondary:
Girls and and young women aged 14 to 25
3.6. Key Message and Calls for Action
For Primary Audience:
Don’t let your loved ones get involved with a Fataki
Secondary Audience:
Don’t get involved with a Fataki
3.7. Radio Spots
Given the success of some the pilot spots we plan on starting the campaign with seven of the original ten spots.
- Fataki as an ATM
- Friend’s daughter-in-law
- Fataki with school girl
- Juma Nature Tickets
- Brother intervening
- Chicken chips
- Fataki and Boss We will replace three spots.
- Fataki caught by his wife
- Fataki and police woman
- Rural Fataki
The rural Fataki was less popular among rural population. In addition it has specific expressions used in Morogoro and should be changed.
3.8. Banners
We propose to continue with the banners. They proved to be highly successful in reinforcing our messages. We propose that the be used more effectively. We plan on creating three different versions using three of the most popular radio spots as a basis for a four =-panel comic strip.
3.9. Posters
We are working on producing additional posters to be distributed to schools or to Dukas (small stores) with an additional message and call for action.
3.10. Media Buy
We have proposed a media buy similar to the Morogoro Pilot Campaign. We plan a high profile burst of radio spots for 120 days. We plan nine spots a day on local stations. Six of the spots will be in prime time. The spots will be run every day. The local stations will be in regions with higher than average HIV prevalence rates.
We will also use all of the national radio stations. These will cover the entire country as well as covering regions with higher than average HIV prevalence rates but without a large local radio station.
We plan a maintenance media buy for Morogoro since they already had the pilot campaign.
We already have an ongoing relationship with almost all the radio stations we have identified for the campaign. We have negotiated a 50% reduction from their commercial rates as listed on the rate card. In additional all have agreed to provide at least 50% additional spots as bonuses.
The radio spots will run for 120 days. Each spot averages 60 seconds. The following table lists the media buys.
The map illustrates our media coverage in relationship to HIV prevalence.
The regions in dark green have been identified in the preliminary results from the 2008 THMIS as having higher than a 3.4% HIV prevalence rate.
3.11. Schedule
We propose to launch the campaign on Saturday November 1. The radio component for this phase will run for 120 days. The radio component will end on February 28, 2009.
The banners will be launched about a month after the radio launch. The local radio stations will deploy the banners throughout their coverage areas. We plan on 100 banners for each of the ten local radio stations.
3.12. Partnerships
We are in discussions with FHI, CHAMPION, NACP, TACAIDS, WAMA, and MOEVT. These discussions involve coordination, attribution and logo placements.
We are also discussing inserting comic strip versions of some of the radio spots into Si Mchezo Magazine produced and distributed by Femina Hip.
3.13. M&E
We will track exposure and impact using a refined list of questions from the pilot campaign. We will conduct at least three rounds of surveys.
4. Follow-on Activities
Funding permitting a maintenance phase for the radio. Need to discuss the community mobilization activities
5. Appendix 1: English Translation of Kiswahili Scripts
5.1. ATM
Fataki: So what’s up? Are we going to hook up or not, baby? Let’s go! Come on, let’s go already!
Student: Oh, stop! I’m late for my after school lessons!
Fataki: Ahhh, come on baby! I can arrange for private lessons for everything you would ever need to know.
Second girl: Haaaah! Fataki, pulling a Mr. ATM for the young ones today! Why don’t you throw some of that my way
Fataki : Hey girl, chill! I’ll call you later!
Student: Ahh! So they call you a Mr. ATM!
Fataki: Mmm hum. Didn’t you know I take care of my girls. You won’t need a thing.
Third girl: Fataki, where are we meeting today?
Fataki: Same place as yesterday Girl! Let’s go already! I left my car just back there!
Student: Oh stop! I can’t handle this ATM business, man. You better go follow up with all those other girls. You shouldn’t mess with my studies.
Fataki: That’s the deal I am telling you, you will never get a chance like this again! You know you’re going to look for me!
Student: Ha! Who is going to be looking for you? You fail! Now go down!
Anx: This message has been brought to you by the National AIDS Control Program. NACP
5.2. Juma Nature
Girl: Is it really him?
Fataki: Don’t worry, I know him…Juma Nature!
Juma: What’s up, man?
Fataki: My name is Fataki…we met last year here in Morogoro, and after your concert…I remember we shook hands.
Juma: That’s great man. Thank you.
Fataki: Are you over here for a show?
Juma: Yeah, man. It’s just a small, show…
Fataki: Well, can I have two complimentary tickets for me and my girlfriend here?
Juma: No, man it’s not like that, I’m not responsible for the ticketing…I’m just performing. Hey, are you telling me this young girl here is your girlfriend??
Fataki: Yeah, man! You know…. the younger they are the sweeter, ha ha
Juma: Aaa…now that is where you have really spoilt everything! I don’t support such stupid things. Young girl, take these two tickets and come with someone your age, do you hear? Never associate yourself with such an old man.
Fataki: Please Juma…!
Anx 1: Protect your loved one from a Fataki
Anx 2: This message has been brought to you by the National AIDS Control Program. NACP
5.3. Chicken and Chips
Girl: Oh so many choices...
Fataki: Please pick your choice...
Girl: Ah, waitress, is this chicken or?
Waitress: I would recommend…
Fataki: Too expensive! Listen. Give her chicken and chips with some sauce. Isn’t it my love!
Girl: mmmmh
Fataki: Please go and tell her it is a take-away!
Background voices of waiters ordering food
Waitress: I am glad that I have a chance to talk to you alone Zinduna. Don’t you feel ashamed to have a relationship with such an old man? Here, take your chips and leave quickly through this back door…
Fataki: Waiter, what is going on there?
Waitress: But Sir, The girl just went away. Would you like something?
Fataki: What? I came with her. She went through which door?
Waitress: But you have not paid for the chips Sir.
Fataki: eeh???
Waitress: But, Sir, I swear this kid is not your age sir…
Fataki: Ah, take the money and leave me alone!!
Waitress: Hee hee hee! Got him!
Anx 1: Protect your loved one from a Fataki
Anx 2: This message has been brought to you by the National AIDS Control Program. NACP.
5.4. Brother
Mother : Lulu, he’s here…
Lulu: I’ll be right there!
James: Who is it? Oh, not him again. How can you allow my sister to see Fataki mama?
Mother: He’s an important man my son. He has money. He knows people. He can help us. He has promised to get her a job…a good one…
James: But mama look at the age difference between Fataki and Lulu…wait a minute, I have to do something…
Fataki: Ah James… how are you?
James: I am fine. Oh, its you Fataki, I thought it was Samba he had promised to come here
Fataki: …Samba? The Boxer?
James: Yes. He promised to come. Do you know he is proposing marriage to Lulu
Fataki: Samba is a great boxer….any way I had another appointment …somewhere, and thought I could stop by to greet Lulu. Tell her I send my regards.
James: Well, OK. Look! I see Samba Coming
Fataki: What??? I am out of here
Mother: Now tell me, where does this story about Lulu having a fiancé come from?
James: I was just scaring him away. I don’t like this relationship between Fataki and my sister. I don’t think he will ever come here again.
Anx 1: Protect your loved one from a Fataki
Anx 2: This message has been brought to you by the National AIDS Control Program. NACP
5.5. Fataki and School Girl
Fammy: Hey, Whats up Kita?
Kita: Oh, you started me family. Did you get a ride?
Fataki: Fammy , lets just keep this between us girl here, take this 10,000 Schillings for anything you need. I will come to pick you up after school lover. Later!
Kita: Fami, return that money. Don’t let him get his hook in you. Just yesterday he gave me a ride, and tried to seduce me. Then he tried to give me his money and I completely refused. That’s his style. That is why he’s called “fireworks”
Fammy: (Speaking to Fataki) Do they really call you “Fireworks”
Fataki: Yeah: you refused the money because you are stupid. You lost your chance.
Kita: He is a liar Fami he is the one who got Grace pregnant and she was expelled from school. Then he left her.
Fataki: Ahh, but Grace enjoyed my money.
Fammy: What money? You are not going to get anyone here! Take your 10,000 shillings back!
Fataki: Ahh…. What is the harm in helping beautiful good girls life you? Now you’ll be riding the buss forever. Later! (BELL RINGING)!
Anx: This message has been brought to you by the National AIDS Control Program
5.6. Fataki and Daughter-In-Law
Fataki: Oh, Here comes my daughter in law
Daughter In Law: MMM!!
Fataki: What’s going on?
Daughter In Law: Nothing I’m cool.
Fataki: With all this sun you shouldn’t be walking. Come, ride in my car.
Daughter In Law: Thank you, but I think I’m just going to wait for the Daladala (bus).
Fataki: Oh, Okay, but could I get a little time with you tonight to talk?
Daughter In Law: No I don’t think I’ll have the time tonight. Why what’s going on?
Fataki: Really? It won’t take very long, may be an hour or a ½ hour. I just really love you.
Daughter In Law: Mr. Fataki! You don’t have any shame!
Fataki: Don’t you know how lonely I am? What’s the harm?
Daughter In Law: Mr. Fataki, aren’t you a friend of my father. My husband is like a son to you, and now you want to sleep with me? This is a bad omen. I feel sorry for the girl who doesn’t know you and falls for you, but it won’t be me!
Fataki: Who do you think you are? Lots of women want me.
Anx: This message has been brought to you by the National AIDS Control Program
5.7. Fataki Behaviour
Mary: Robert, that man who is coming in, isn’t that Fred whom you are working with?
Robert: Mhh, yes he is,
Marry: Have you seen his daughter? She has grown up really fast. You can’t believe it,
Robert: Sweetheart, she is not his daughter,
Mary: How come, they seem to have a close relationship?
Robert: I can see Fred has resumed his Fataki behavior, of sleeping with young girls.
Mary: What? They are coming this direction, Robert please do something.
Robert: Fred, you know my wife Mary?
Fred: How are you today madam?
Marry: How you doing Fred? How come you are not introducing us? Is this your daughter?
Tausi: Shkamoo (Swahili greeting),
Fred: aah eh eh
Mary: Marahaba (Swahili for accepting a greeting),
Fred: No, she is not my daughter,
Robert: So who is she Fred?
Fred: She, she, is just my friend,
Robert: Fred, this Fataki behavior of yours, it is not giving our company a good image,
Fred: I am sorry boss, Tausi,
Tausi: mhh?
Fred: I think we should leave,
Mary: No, you can leave Fred, but you Tausi, stay and let’s talk,
Anx: Protect the ones you love from Fataki,
Anx: This message was brought to you by the National Aids Control Program, NACP
5.8. Fataki and Wife (This will not be used in the National Campaign)
Wife: My husband what are you doing in this alleyway with this young girl?
Fataki: Why did you follow me here?
Wife: I got complaints from the mother of this girl and that’s why I followed you.
Husband: Really? How come? I’m just trying to help this girl. You don’t know about her problems.
Wife: Hey you don’t need to run! Come here girl! What was he helping you with here in this alley?
Husband: Ahhh! Stop this! Come let us talk at home…
Young girl: Oh, Sorry maam! I really didn’t know. He was telling me he wants me! But I refused!
Wife: My husband now prison is calling you! You have reduced to chasing schoolgirls! Go girl, go back home. Leave him with me. (bell sound )
5.9. Road block:
Fataki: Ohoo, a road block, I don’t know what they want really, aagh,
Police woman: How are you? Please can I have your license?
Fataki: I see officer, honestly you look good with your uniforms, I am amazed,
Police women: I agree, even school uniforms confuse you, you are passing everyday with different girls with school uniforms. Mhh what is your name girl?
Girl: My name is Upendo,
Police woman: Where were you going Upendo?
Fataki: I was taking her home,
Girl: He said he was taking me to see animals
Police woman: Please open the door for this girl quickly so that she can get off, then park on the side of the road, hand me all documents that are related to this car,
Fataki: Listen, I believe we can finish this,
Police woman: You want to bribe me? Police officer, please I need your help. Switch off your car and wait.
Fataki: But officer,
Police woman: You will state that at the police station, Upendo come here so that I can find you transportation, to go back home quickly,
Fataki: Today’s girl is really a bad luck
Anx: Protect your loved ones from fataki,
Anx: This message is brought to you by National Aids Control Program, NACP.
5.10. Rural Fataki
Fataki: Hey Majuto, I am really happy to be back to my village my cousin. The girls, I don’t know how to say it, they are very young,
Majuto: Hello, and they do not cost you much my friend, like the girls from the city, right FATAKI,
Fataki: Tthe girls from cities are also easy, chicken with chips and you get her.
Majuto: That’s expensive, here, a single second hand blouse costing five hundred shillings, and you have her
Fataki: (laughs),
Majuto: I am telling you the truth, look at that one coming, you see?
Fruits Vendor: Bananas, bananas
Majuto: Hello beauty..
Girl: ee?
Majuto: Come here,
Fruits Vendor: Bananas, bananas
Girl: Shkamoo (Swahili greeting) grandfather,
Majuto: Why shkamoo? Hey you banana vendor,
Fruits Vendor: What?
Majuto: Give her one banana. Come over so that I can kiss you
Girl: no, I don’t accept it,
Majuto: Then let’s go over there so that I can select a blouse for you,
Girl: I said I don’t want to, why aren’t you listening?
Majuto: You don’t even want chicken with chips?
Girl: Hear this Fataki, I cannot be bought,
Majuto: You are mixing the names, am I am not Fataki?
Girl: I know who you are. Old man Majuto right? But you have a Fataki behavior, you like young girls, mhh
Fataki: Guys, I think things are becoming tough,
Majuto: Mhh, I did not expect that my friend,
Anx: Protect the ones you love from Fataki,
Anx: This message was brought to you by the National Aids Control Program, NACP