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Chishango Condom Awareness - Malawi

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Organised by Population Services International Malawi (PSI/Malawi), Chishango is a behaviour change campaign that addresses barriers to condom use and safe sexual behaviour. The Malawi-based HIV/AIDS communication programme promotes condom effectiveness and aims to improve personal risk perception among young people, particularly sexually active young men aged 14 to 25.
Communication Strategies
To address the HIV crisis, organisers introduced Chishango (meaning "Shield") brand condoms as part of a condom social marketing campaign in 1994. A 1999 survey found that Chishango condoms were available in more than half of all outlets nationwide.

PSI/Malawi promotes Chishango through mass media, including radio shows and advertising, print media, and outdoor advertising (e.g., billboards). In addition, PSI/Malawi uses non-traditional communication channels to reach those who have limited access to mass media. These channels include mobile video units, drama groups, peer educators and promoters, wall signs, and bus advertising. Chishango is the most advertised brand on the radio in Malawi.

PSI/Malawi updated its packaging of the Chishango condom as part of a concerted effort to reach young men, who most often make the decision to purchase a condom.
Development Issues
HIV/AIDS, Youth.
Sources

PSI website.