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.