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Y.E.A.H. Launches “Be a Man” Campaign during World Cup: On 9 June 2006, the Young Empowered and Healthy (Y.E.A.H.) initiative in Uganda launched the “Be a Man” campaign during World Cup broadcasts on national television, which are estimated to reach 9 million viewers nationally. The “Be a Man” campaign engages young men to reflect on the costs to themselves and Ugandan society of “traditional” male attitudes and behaviors that perpetuate power imbalances in their relationships with women. “Be a Man” is designed to help men to protect themselves. Young Ugandan men are in a difficult position these days. They are expected to support their families, yet there are few employment opportunities. At the same time, they are expected to prove their manhood through sexual prowess and the ability to father children. The campaign communicates with men and women through a variety of media. Television spots broadcast during the World Cup are followed by radio ads, training sessions and discussion groups with men, newspaper articles, radio programs, and messages on the popular radio serial drama “Rock Point 256”. Y.E.A.H. is a communication initiative of the Uganda AIDS Commission. It is managed by a partnership of Communication for Development Foundation Uganda (CDFU) and Straight Talk Foundation and other youth-serving and reproductive health organizations in Uganda. "Be a Man" is funded by the U.S. Agency for International Development and receives technical guidance from the Health Communication Partnership (HCP).
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