HIV Treatment Adherence:
Once again, Johns Hopkins University and USAID teamed up with TBWA\ Khanga Rue to create a national behavior change campaign. In this case, the targeted behavior was to help people living with HIV adhere to their treatment. Using a BCC strategy based on “self-affirmation” theories, we created “Tunakuthamini” (“We Care” in Swahili), a radio and poster campaign which used real people living with HIV and their support network. Powered by a memorable jingle, the campaign is among the most remembered in Tanzania.