The campaign messages focus on making people aware that by reducing partners, they will reduce their risk of HIV infection. Most of all, the campaign highlights the need for partner communication and carries the tagline: "mlinde, mheshimu, mhusishe" (which is a Swahili adaptation of the slogan "protect, respect, talk"). The message on the importance of partner communication is seen as a way to curb sexual dissatisfaction which research has shown is one of the reasons sited for the need for multiple concurrent partnerships (MCPs).

The campaign in Tanzania involves a segment on the existing weekly Fema TV Talk Show which is dedicated to the messages of the Onelove Campaign. It consists of a 3-minute vignette on partner communication featuring the characters of Bwana Ishi & Tuli. The audience of Fema TV Talk Show can follow how this young couple takes on the challenge of partner communication - committing to talk, respect and protect each other. In August 2009 a second season of the show was broadcast in which topics covered included partner communication, self-control, trust, testing, a woman’s ability to assert herself, condom use, and side partners.

The characters from this mini drama will also “walk into” the Tanzanian Onelove short film which is currently in production. This short film forms part of the OneLove’s 10-country film series which will be launched in 2010. The characters play supporting roles in the film. Since audiences have come to know them as a sort of role model couple that is good at communicating, they take on the same kind of role in the film.

The campaign also involves billboards and posters which are being distributed nationwide promoting the concept of couples in dialogue. Onelove branding and messages will also be made visible on buses.

The campaign and its messages will also be promoted in other existing media materials and projects developed by Feminia HIP. These include the quarterly Fema magazine, the bi-monthly Si Mchezo! magazine, and the chezasalama.com project.

The campaign works closely with partners who give their input and provide opportunities for collaboration. For example, the Onelove campaign in Tanzania is working with Mediae to integrate OneLove MCP messages into an existing radio soap called Pilika Pilika. The campaign contributes to the show with guidelines on messaging related to sexual and reproductive health and an MCP storyline has also been woven into the soap. The storyline involves a woman whose husband goes away to jail. She is faced with the advances of another man in the village (who already has two wives) who keeps on trying to seduce her, insinuating that she cannot wait for her husband forever.

Campaign activities also include community mobilisation, with a OneLove team traveling throughout the regions of Tanzania. As part of the launch of the campaign a roadshow took place in the Ifakara, Morogoro region of Tanzania. A booklet on MCP and radio spots on OneLove are also planned for late 2009.

HIV/AIDS

The Onelove regional campaign was formed in response to the high rates of HIV/AIDS in Eastern and Southern Africa. It includes nine Southern African Development Community countries, including Lesotho, Malawi, Mozambique, Namibia, South Africa, Swaziland, Zambia, and Zimbabwe. In each country the One Love campaign is localised and adapted to fit the social and cultural environment of the country.

Research in the Morogoro and Iringa regions of Tanzania conducted by Femina HIP revealed that a major reason why people have multiple sex partners is a lack of communication. "Some people have sexual preferences but they are either afraid or ashamed to communicate this with their partners. As a result, they look for other partners," Femina HIP Executive Director, Minou Fuglesang, said. According to Femina HIP, the cultural dimensions of MCP is also a sensitive issue in Tanzania because of the traditional practice of polygamy in the context of Islam and a tribal society. The campaign therefore needs to be sensitive when these aspects are addressed.