USAID/ Population Services International
PSI/Malawi Research Officer Marvin Mbwana of Chitawira, Blantyre, was
on his way home on Friday night November 23 when he observed three young
men staring intently at the new Chishango advertising billboard on display
at Kamba, close to Kenyatta Drive turnoff. This billboard reads "Mbewa
Ya Manyazi Inafera Kuuna," meaning "The Shy Mouse Dies in
the Hole." This new poster shows the image of a young woman selling
Chishango condoms to a young man in a shop - with an older man looking
on approvingly. Marvin observed these three men scrutinizing the poster,
bending towards it, pointing at the image and words, and talking amongst
themselves. Since he had been a part of the development of the new campaign,
and was excited to see passer byes showing so much interest, he stopped
to find out what the men were discussing. Marvin was pleased to hear
them discussing how the popular proverb was being used with the image
from the shop to help people not feel embarrassed to buy condoms to
protect themselves.
Chief Chimwemwe of Makata village, Blantyre District, participated
in a focus group discussion to test new Chishango packaging concepts
with the young men in his village. He was a very active participant.
The young men around him spoke openly about the type of imagery they
wanted to see on the new packet and indeed, they all asked lots of questions
about HIV/AIDS, condoms and PSI. During the group they became committed
to opening a new outlet for Chishango sales in their village and decided
to promote condom use in their village as a result of the PSI focus
group. Later they also started a village football team with a Chishango
football donated for their help with the Chishango packaging research.
Chishango Condom Social Marketing Anecdotes
