People around the world have died of aidsrelated causes, particularly in the developing world, where the disease has devastated entire families, communities, and generations. But thanks to ththe medical advancement of antiretro viral therapy and progress in prevention, saving lives is now possible. Aid groups and governments have been working hard to bring innovative hiv prevention methods and tools to scale. And its working. In mozambique, one young relationship counselor is getting creative. Working with h a local radio show, shes findining ways to make condoms exciting, and even sexy. [man singing in nativlanguage]] narrator like all countries in southern africa, mozambique suffers from hivaids. Every year, millions of dollars are spent on prprevention campaigns, including promoting condoms. But the battle is far from won, and one person thinks she knows why. [indiststinct chatter] sheila i dont know how many students there are. Maybe 8,000. To pick up condoms, i have the rerecords here. Mayaybe a hundred per month. H. Narrator at the northeast secondary school in the capital maputo, 22 year old sheila is a trained Sexual Health counselor. [indistinct chatter] in her office, young people come toto her with their intimatete problems. Man i am having a problem with my girlfriend. Sheila and you did not ususe a c condom . Man often we dont use it. Sheila because e you trusted h . Man i r risked it because i trusted her, but i i mistrusted her at the same time. Narrator the message is clearselliling condoms as barriers against hiv can suggest couples dont trust each other. So sheilila is convinced itss easier to sell condoms as contraceptiveves. Today in hr office, shes tearing down the Public Health posters. For sheila, condoms are the main weapon against hivaids. But they must have the right image. The unbranded white condoms are the ones distributed in schools and clinics. Much better, she says, those more sexy branded ones. Sheila lives at her grandmas. A churchgoing christian, she wants to train as a lawyer. She says what some i in the big Health Agencies thinink private. Sheila whoo the condom is too associated with hiv. And so its become stigmatized in the peoples minds. Narrator shes backed by market research, whichch shows trust in relationships is the main reason for not using condoms. Sheila knows sex and romance sell, so why not use them to promote condoms. Shes working on a a radio progm to t try her message on a widedr audience. Its s for 99 fm, a Popular National l radio station. Today is the big sell. Sheila im very nervous. Im in the hands of god. [groans] narrator sheilas off to see the head of ththe station, but will he e buy her maverick message . Sheila my idea is to make a pilot program. Station manager yesterday, i attended a [indistinct] in chibuto. They had a box with condoms, like this one. I didnt want to take any. Sheila exactly. Station manager but what are we going to say in the program . No to the aids condom, or are we going to say, aids condom, yes . Sheila no, our objective is to say yes to the condom. Narratoror not only have they given her air time, 99 fm h have given sheila her own teaeam. Their slogan, for your up moments. [woman singing in native language] sheila [speakaking native language] narrator Public Health campaigns find it difficult to link condoms with pleasure. Man [speaking native language] [woman speaking native language] narrator but can you really sell condodoms better branding them with sex than with illness . Sheila [speaking native languagege] narrator early morning, and time to take the show on the road. Today, to chinavane, 100 kilometers north of maputo. For her program, sheila wants people to talk openly about their sex lives. She hopes their stories s will reveal why they should use condoms. [indisistinct chatter] shes taking the message to the E Local School to see how it plays. Sheila our mothers f fell pregnant at the age of 14, 15, 16, 17. They lived their sexualility. At the moment, they felt the time had come. I want you to o tell me, what do y you do to live your sexuality without having the same problems our mothehers had . Ah . What did you say . Boy i use the condom. Sheila you use the condom. Thank you. Ping pong, another one. What do you do . [all speaking native language] second boy condom. Sheila huh . Second boy condom sheila condom. [all speaking native language] girl be faithful to my boyfrieiend. Sheila be faithful to your boyfriend. I have to be faithful to my boyfriend, but i also have to be faithful to the condom, because the day my boyfriend drops me, the condom will stay with me. Debra in india, where millions are living with hiv, reaching atrisk populations through peer educatition is crucial. And as this story shows, the most powerful messengers for hiv awareness come from unlikely places. [crowd yelling] [singing] debra operating in 67 countries around the world, psi is one Global Health organization at the forefront of hiv prevention. Psi believes that Health Services and products are most effective when theyre accompanied by robust communications, which ensure that people are widely accepting and using prevention methods. An they fod that se ofthe bestommunicars about safer sex and hiv prevention are not necessily the typical experts. For example, hair dressers in zimbabwe are chipping in with their own Straight Talk to patrons, and have helped zimbabwe cut its hiv infection rate by half. Last year, i traveled with psi to visit one special salon in zimbabwe, where women are sharing lifesaving information with one another. Truly unforgettable. Narrator as the economy in zimbabwe begins to recover after years of chronic mismanagement and hyper inflation, there are also encouraging signs of a decrease in hiv prevalence. In a country where over one million children have been orphaned by aids. Now, an innovative hiv Prevention Program is showing remarkable success by using hairdressers to teach their female customers the facts about hiv and aids. But in a country with a collapsed medical infrastructure, the burden of hiv and aids is massive. There are around 60,000 deaths from aids each year, and an estimated 1,200 new infections each week. Experts inin zimbabwe say preventioion through behavior change is the key to managing the spread of the disease. Kumbirai when you talk about behavior change, the keyey word there isis changing. Changing from the waywhat you used to do to a new behavior. We want people to adopt safer sexual behaviors. It could be condom use, it could be [indistinct], it could be having fewer partners. All that for us is behavior change. Anything that you do to protect yourself from hiv infection. Narrator but in a maledominated society like zimbabwe, reaching women with the correct information and empowering them to make decisions can be difficult. Wendy generally, women are the more vulnerable sex, and when it comes to making decicisions related with Sexual Health, men are the dominant character. So they, for women, dont have much of a say. Narrator as a result, 60 of all People Living with hiv in zimbabwe are women. Dorothy nancapa is a hairdresser in kuwadzana, a low income, high density suburb of the capital harare. Dorothy is one of 1,500 hairdressers that have been trained as an hiv peer educator in a program run by Populations Services international and funded by the u. K. s department for international development. In this way, hairdressers like dorothy have sold over 3 million female condoms in the last six years, preventing thousands of new hiv infections. Barbara niamdocka, a regular at the salon, began using the female condom with her husband obert two years ago. This initiative is spreading across zimbabwe. Sylvester nazarus runs a barbershop from his backyard in the commuter town of chitungwiza, south of harare. Here, men are also being exposed to the prevention message and the benefits of condom use. While huge challenges remain in zimbabwe, the success of programs like this has contributed to a significant decline in hiv prevalence. It dropped from over 24 percent to less than 14 percent over the last six years. Debra but how will we really achieve large scale change . One of the ways is by promoting hiv prevention methods that are easily affffordable, highly effective, and are able to show results now. Methods like voluntary male circumcision, which can reduce e heterosexuall hiv transmission by 60 percent. Butut first, grgrown men mumuste convinced to overcome their fears, as we s see in this stor. Announcer right, tim. Remember that we have to work at winning this match as a team. Circumcision cannot win thiis match alone. He needs thee help of all of the defendes to keep hiv from scoring. Fungai my name e is fungai. Near whehere i stay, theress a very big billboard encouraging male c circumcision. So i just decided one day that i should do it. Im. Shaking a little bit. I have goosebebumps. I think the p procedures going to go well. Ive learned a lot about t male circumcicision. Theyey say it hs a 60 percent t chance ofof hiv reduction. Takavingwa m my name iss takavingngwa [indistinct]. ]. My wife encncouraged me to come to mc, because she actually thought i it good for m me to be circumcised. Some ofof my friens say, ahh, y you can go at yououn risk. Im curirious to know whas going to hapappen after i am circumcised. As you can see, i i am now comig out ofof the psi room. The c circumcision is all done, and i i feel like a man. Has been n very good, and is not as painfnful as i thought. Fungng the wholole procedure was just fine. Jabulani onone of the best bebenefits is,s, uh, the reducun of the h hivaids transmissionon rate. That actually gave mee the zeal to g go for it, bebecai felt that would be the best opportunity for me e to prevent myself anand the person that i love from contraracting such infectionsns. Steveven i have since introdudd some ofof my team members t to e circumcised. Everyone now knows that im proud toto be circumcised. Delfin it opens up dialogue within, firstly, the relationship, which is s not commmmon in our environment. Mologeng so this both our decision. And i d decided to accompany hihim as a support system. And also i heard about the importance ofof male circumcision. Jabulani what i learned i is pepeople are not welelleducate. They have a belilief that its ltural. Delfin dialogue needs to spread further than just young couples. Jabulani it is the right channel l to reduce the e hivas pandemic in our nation. Steven a lot of things hahave cchanged in my life. Besides the confidence that i h have, ii also feel much more secure. Debra targeting behavior is also crucial in hiv prevention. In kenya, people are talking about mpango wa kando, roughly translated into having a long term relationship on the side. Its an all too common arrangement that alsoo happppens to be one of the riskiest behaviors for hiv transmission. But the government of kenya, together with usaid and other groups, are using mass media to change this behavior and turn the tide of hiv transmission. Nicholas 44 percent of new hiv patients attributed currently people who either married or in a partnership. These people in partnerships both have other partners, who also have other partners who are not using condoms. And therefore, the chahance that thehe next nek someone has hiv and it spreads like bushfire to the rest of the families. Jimmi i must admit, one of the things that surprised me was the aspect of also women playing a part of it. Nicholas weve got this strong force, people say, no, no, no, you are [indistinct] men only. Women also do that. So people didnt know that, so we did some spots for women as well. Erick concurrent partnership realally is a great facactor in the spread of hiv, because you find that, this people, when they have these partners, trust comes in. So we find that these partners stop using condoms basically to all the partners. Lucy psi kenya decided to take on the campaign because primarily, there are very few organizations that do n National Level mass media communications. Tony for this particular vid, it became quite an interesting angle to us, social marketing. Weve got a subject thats supposed to be to improve the lives of the people that were trying to talk to. Lucy we pretested various concepts, various tag lines, various names, and eventually we came up with mpango wa kando, which was actualllly what people felt describes this loving, longterm side relationship. Jimmi somebody needs to say something, and so i did. Wambui [speaking native language] tony shock transmits, then, to how important this campaign is. Tony it makes sense. Its logical. And i think thats what really made the campaign work, that its real, its a social message. Nicholas mpango wa kando campaign is obviously achieving its goal. Part of the goal is to stimulate debate. So youll hear people discuss it in pubs, in formal outings, in the church. These were never, never discussed. Tom they identify with the campaign and then now the discussions start. The good thing is thatat they are coming together and talking about it. And finding solutions to it. [all speaking native language] lucy looking at what will motivate people now to move from awareness to actual behahavior change. Jimmi look around. All families, all kenyans, dont want hiv. So the m more we discuss and told them, you know what, you cannot talk about the issue of hiv and not talk about the issue of concurrent multi partnerships. Lucy for me, success in the long term for this campaign would be lower hiv prevalence amongst people in married, cohabitating relationships. Jimmi its something that cannot be done overnight. Its something that we work on it until it becomes a social norm change that discourages people from having concurrent multiple partnerships. Debra thanks to prevention and treatment, the global rate of new hiv infections has dropped by 25 percent between 2001 and 2009. Around the world, were learning lessons fromom innovators in every sect. Were learning to adopt messages that equate change with sometething Everyone Wants a happielife. Were leararning to invest in local talent, because they know how to reach their neighbors and what motivates them to change. And on the soccer field or at the hair salon, we learn that reinforcing the right messages about hivaids is making a difference. [all singing in native language] man want to learnrn more about hiv treatment, prevention, or anything else you saw here . Head over to viewchange. Org tv, where you can watch, read, and get involved in projects that are making a real difference. Watch the films you just saw, and over 350 more from around the world, at viewchange. Org tv