Jouer pour la Vie (Play for Life) - West Africa

Popular and well-respected national-level soccer players were trained to serve as role models for young, mostly male, fans. These athletes shared their own "game plans", which detailed how they protect themselves and their friends from HIV/AIDS and unintended pregnancies, and encouraged fans to develop their own personal game plans. For example, a player's game plan might have included using a condom, remaining faithful to one partner, or abstaining from sex until married. Soccer players translated messages about HIV/AIDS into the language of sport: for example, "HIV, like any opponent, can be overcome if you use your head" and "Good soccer players are team players: tell your friends about how to prevent HIV/AIDS". The athletes also urged fans to respect those who make responsible choices and to support those with HIV/AIDS to decrease stigmatisation.

In addition to events and materials offered at national soccer games, the campaign included radio and television spots in French and in English featuring popular soccer players. Players also promoted HIV-prevention messages in interviews with local media and in personal appearances at youth centres, sports clubs, and schools.

Finally, print materials, including information kits, posters, and a yellow and red game plan card, were produced. Perforated edges enabled recipients to turn in their cards for a small prize, such as condoms.

The programme did not merely attempt to faciliate the assessment of personal risk; messages were designed to motivate fans to put their game plans into action. Athletes also referred fans to additional HIV/AIDS information and counseling services.

HIV/AIDS, Gender, Youth.

AIDS is the leading cause of death in Africa. According to figures from the United Nations, more than 70 percent of the world's young people infected with HIV/AIDS live in sub-Saharan Africa. Research shows that young males are not taking steps to reduce their risk of contracting HIV/AIDS. For example, less than one-third of the young men ages 15-24 in Nigeria and Ghana report using a condom in their last sexual encounter; many men report having multiple sexual partners. One in 4 people with HIV is under 25 years old. Men have much to contribute in the fight against the spread of HIV and unintended pregnancies, as they are key decision-makers in the sexual arena.

The African Cup of Nations is the largest sports event on the continent of Africa, bringing together 16 African countries and attracting a continent-wide audience (largely consisting of young men). Young men in Africa observe, respect and often emulate the behaviour of their favourite sports heroes, who may serve as role models to advocate positive sexual health practices. For instance, they can help young men to see safer sex practices, such as abstinence and condom use, as "cool".

The CUP programme has been using sporting venues to reach young males in ten African countries since 1998.