Botswana has the second highest HIV prevalence rate in Southern Africa, estimated at 17.6% for the
total population (NACA, 2008). Despite a high level of awareness about ways of preventing HIV
(82.4%), the rate of new infections is still high, suggesting that behaviour change remains a
challenge (NACA, 2009). In response, the Government of Botswana launched a three year National
Multiple Concurrent Partnership “O Icheke - Break the Chain” campaign in 2009 for the prevention
of HIV infection.
The aim of this study was to conduct an evaluation of the campaign implementation between 2009
and 2012, taking account of its implementation plan. This qualitative evaluation study employed a
descriptive study design focusing on whether the programme components were being implemented
as planned and whether any issues that have arisen, require attention. Key Informant Interviews were
conducted with a purposive sample of 12 respondents drawn from the study population of people
who were directly involved with the campaign, and a documents review was also conducted.
Findings indicated that campaign activities were implemented according to the plan, except for the
recruitment of campaign champions which was hampered by erratic funding. Findings also showed
that support for district level implementation of campaign activities such as capacity building and
advocacy was available but the campaign roll-out was affected by delayed funding. Strategies for
development and distribution of materials were followed and materials development matched the
specifications of the campaign in design, quality, messages and portability. Review of campaign
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documents also attested to the fact that campaign design and planning were informed by behavioural
theory and evidence based health communication programming. Gaps in monitoring and evaluation
efforts were revealed and attributed to the absence of a Monitoring and Evaluation Officer. This
hampered monitoring and reporting activities at national and district level.
In summary, factors which enhanced implementation were identified as strong stakeholder
commitment, national reach and coverage, powerful branding, wide public debate and media
coverage, while factors which hampered implementation were identified as erratic and delayed
funding, organizational politics and conflicts, slow campaign roll-out to districts, weak and
incapacitated local Community Based Organizations (CBOs) and inadequate monitoring and
reporting activities at all levels. A number of recommendations were offered to improve
implementation of campaigns, and opportunities for further research were proposed.