What is it about?

The Fataki campaign aired in Tanzania via radio from 2008 to 2011 to address cross-generational sex, a major driver of HIV in the region. Using qualitative methods, we explored campaign reactions, use of the term Fataki to describe men in relationships with much younger women, and the nature of discussions spurred by the campaign. Results showed that the Fataki term was widely used and had negative connotations reflecting social disapproval of men who participate in such relationships. Dialogue spurred by the campaign, primarily directed toward young women, focused on reasons for avoiding these relationships.

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Why is it important?

The findings from this study provide evidence that the Fataki campaign was successful in encouraging interpersonal communication about cross-generational sex by engaging listeners in social learning through entertaining story lines and creating a term associated with negative images of men who participate.


Future campaigns addressing cross-generational sex should focus on modeling both men and girls avoiding such relationships and consider a positive tone in which rejection of exploitative cross-generational relationships by both parties is rewarded.

Dr. Michelle R. Kaufman
Johns Hopkins University

Read the Original

This page is a summary of: “Protect Your Loved Ones From Fataki”, Qualitative Health Research, April 2015, SAGE Publications,
DOI: 10.1177/1049732315583823.
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