leadImage_preview.jpgAction IEHDC partnered with Soul City Institute for Health and Development Communication in 2002 on a multimedia campaign to promote positive behaviour change in matters to do with health and social development. Action IEHDC became Soul City’s local Zimbabwe partner for the health communication programme that is being implemented in nine (9) other countries in Southern Africa.

Some statistics

  • Population:
    11,651,858 (July 2010 est.)
  • Households living below poverty line:
  • Age structure:
    0-14 years: 43.1% (male 2,535,827/female 2,485,825)
    15-64 years: 53% (male 2,809,979/female 3,368,181)
    65 years and over: 3.9% (male 193,816/female 258,230) (2010 estimates)
  • Infant mortality rate:
    total: 30.9 deaths/1,000 live births
    male: 33.44 deaths/1,000 live births
    female: 28.29 deaths/1,000 live births (2010 est)
  • Life expectancy rate:
    total population: 47.55 years
    male: 47.98 years
    female: 47.11 years (2010 est)
  • HIV/AIDS adult prevalence rate:
    13.7% (2009 est)
  • HIV/ AIDS- people living with HIV and AIDS:
    1.1 million (2009 est)
  • HIV/ AIDS – deaths:
    66,073 (2009 est)
  • Literacy rate:
    definition: age 15 and over can read and write English
    total population: 90.7%
    male: 94.2%
    female: 87.2% (2003 est.)
  • Languages:
    English (official)
Source: The above information is from the CIA World Factbook

Our History

In 2008, Action IEHDC became part of a five year regional HIV prevention campaign entitled OneLove coordinated by Soul City. The Onelove Campaign aims to reduce the spread of HIV infections through a reduction in multiple and concurrent sexual partnerships (MCPs), identified as the key driver of HIV in the Southern African region. MCPs have also been identified as the major high-way contributing to HIV infection in Zimbabwe within the National Behaviour Change (BC) Strategy for HIV and AIDS for 2006 to 2011. The BC Strategy is a multi-sectoral framework for the prevention of sexual transmission of HIV by promoting responsible practices being spearheaded by the National AIDS Council (NAC) and the United Nations Population Fund (UNFPA) in Zimbabwe.

In June 2009, Zimbabwe launched the OneLove Campaign. The Minister of Health and Child Welfare, Dr. Henry Madzorera launched the campaign in conjunction with NAC.

Action IEHDC has implemented the OneLove campaign in partnership with HIV and AIDS prevention organisations including UNFPA, Southern Africa HIV and AIDS Information Dissemination Service (SAFAIDS) and Zimbabwe Community Health Intervention Research Project (ZICHIRE-BC). UNFPA and SAFAIDS have produced multimedia materials on OneLove as part of the united force in addressing HIV in Zimbabwe. Action IEHDC together with ZICHIRE-BC launched the OneLove Campaign at community level in Murewa District in Mashonaland East Province in November 2009 as part of the decentralisation of the campaign from national to district level.


Communities in Zimbabwe comprised of women, men, and youth are informed and empowered to take action to improve their environment, health and development.

Mission Statement

To promote positive behaviour change through multimedia, social mobilization and advocacy in areas of environment, health and development in Zimbabwe.


  • Diligence
  • Commitment
  • High quality services

Multi-media products

As part of its partnership with Soul City, Action IEHDC has successfully developed and grown two multi-media brands: Action Pals and Action for Life which target children in the ages of 10-16 years and adults from 15 years and above respectively. Action IEHDC has produced about 6.2 million copies of Action Pals and Action for Life booklets in local languages and distributed them to over 6 500 schools, to about 2000 clinics health centres and to relevant organisations in Zimbabwe. Action IEHDC has over the years produced two radio drama series, one radio public service announcement (PSA) and two television dramas which were aired on national broadcast stations in Zimbabwe and in other countries in the region.\

The Action Pals and Action for Life interventions have been in the areas of print, radio and television as follows:


  • Action Pals: Tomorrow is Ours 1, dealing with HIV and AIDS, solving problems without violence and human rights: 750 000 booklets distributed.
  • Action Pals: Tomorrow is Ours 2, dealing with HIV and AIDS, drugs, how to look after the environment, children’s rights and discrimination: 750 000 booklets distributed.
  • Action Pals: Raising Children To Be Their Best, dealing with parenting in today’s world including communication, resolving children’s conflict, discipline, children with disability, HIV and AIDS, STIs, child sexual abuse, accidents and career guidance: 750 000 booklets distributed.
  • Action Pals: Tomorrow is Ours 3, dealing with growing up and what it means to children, teenage sex and sexuality, disability, children’s rights, racism and xenophobia: 500 000 booklets distributed.
  • Action for Life: Help Stop Violence Against Women, dealing with the law and domestic violence, rape and action against domestic violence: One million booklets distributed.
  • Action for Life: Helping Children with Difficult Issues, a guide for parents, dealing with rights and responsibilities of parents and children, communication, racism and xenophobia, drug use and children’s rights: 750 000 booklets distributed.
  • Action for Life: Meet Joe, a story booklet that complements a one-minute animated television public service announcement (PSA) produced by Soul City and aired in South Africa. The booklet, which was adapted and translated in Zimbabwe as well as by other regional partners, forms part of the regional OneLove campaign and highlights sexual networks and how having more than one sexual partner at the same time puts one at risk of HIV and AIDS: 64 000 booklets were distributed in Zimbabwe.
  • Action for Life: Loving Each Other, a booklet for focusing on the promotion of “onelove” relationships and the risks associated with having multiple sexual partners at one given time in the context of HIV and AIDS. It was produced as part of the OneLove Campaign: 350 000 copies booklets produced.


  • Action Pals 1: 26 radio drama series for Tomorrow is Ours, dealing with bullying, solving problems without violence, disability, HIV and AIDS support and treatment, accidents and child safety and children’s rights.
  • Action Pals 3: Radio Public Service Announcements (PSAs) for Tomorrow is Ours, the PSAs complement issues from the Action Pals Tomorrow is Ours 3 booklet and address issues of teenage sex and sexuality, children’s rights, racism and xenophobia.
  • Action for Life: Yellow Dust, a 26 episode radio drama series deals with the complexities around relationships, sex, secrets, lies and love in a time of HIV and AIDS. It was produced as part of the OneLove Campaign


  • Action Pals: Chipo’s Promise television drama, dealing with HIV and AIDS and orphaned children, discrimination and stigma. The drama was produced as part of a nine-country regional television drama series entitled Untold Stories in a time of HIV and AIDS television supported by Soul City.
  • Action for Life: Big House Small House, a 24 minute television drama focusing on the risks associated with multiple sexual partnerships in a time of HIV and AIDS. It was produced as part of the OneLove Campaign.
  • Wize Up Television Talk Show - Zimbabwe
    Developed by Action Institute for Environment, Health and Development Communication (IEHDC), this 13-part half-hour television talk show seeks to reach young people (age 15-24 years) in urban and rural areas of Zimbabwe in order to create awareness and discussion around sexual and reproductive health and rights (SRHR). The objective of the programme is to promote safer sexual behaviour and advocate for increased access to SRH rights and services for young people with a special focus on most-at-risk youth, as well as young women and girls.


Social Mobilization

As a way of getting its services as close to the community as possible, Action IEHDC is introducing a Social Mobilization component in its programming to increase grassroot involvement through which communities can participate as key partners. Action IEHDC in partnership with community based organisations CBOs implementing behaviour change programmes in the areas of health and social development and Ministry of Education Sport and Culture, is introducing a community based programme through which communities will engage with the Action IEHDC multimedia materials in discussion.

The community based initiative, entitled the Action IEHDC Social Mobilization Programme, will increase grassroots involvement and see communities running their own behaviour change programmes and effect change for themselves through already existing discussion groups being run by the community based organisations implementing behaviour change programmes in the areas of health and social development. The aim of the Action IEHDC Social Mobilization Programme is to promote behaviour change in matters to do with health for the children between the ages of 10 and 16 years and sexually active people in the age groups of 15 years and above through dialogue.

Reach and Impact Evaluation Outcomes

According to the Evaluating Action, Action for Life and Action Pals Report, based on an independent research and analysis conducted by the CIET Trust, Johannesburg, for the Soul City Regional Programme between 2002-2007, Action IEHDC interventions in Zimbabwe have achieved modest levels of reach and impact as follows:

  1. Although dialogue about HIV and AIDS decreased in the period between 2002-2007, those exposed to Action IEHDC materials were more likely to talk about HIV and AIDS with others than those who were not exposed. This was so for both adults and youth.
  2. Amongst adults, listening to Action IEHDC on the radio was positively associated with knowledge that you cannot tell someone he or she has HIV by just looking at him or her.
  3. Amongst children, Action IEHDC was effective in increasing knowledge that consistent condom use can prevent HIV infection and in increasing knowledge that abstaining will prevent HIV infection. This is critically important, as around half of all children interviewed did not know these basic facts.
  4. Action IEHDC radio was successful in increasing knowledge on antiretroviral therapy (ART) amongst adults, but not amongst children
  5. Action IEHDC had positive impacts on increasing accepting attitudes towards people living with HIV and AIDS, particularly with regard to disagreeing that HIV is a punishment for sinning.


Action IEHDC forms a part of Soul City’s regional programme with 10 Southern African countries. It is a registered Non Governmental Organisation, and falls under the jurisdiction of its nine-member Board of Trustees comprised of:

  • Dr. Vupenyu Dzingirai (Chairperson)
  • George Gapu (Vice Chairperson)
  • Sichoni Takoleza (Treasurer)
  • Farai Mukuta (Board Member)
  • Tomax Doba (Board member)
  • Refiloe Joka-Serote (Board Member)
  • Oscar Mundida (Board Member)
  • Barbra Kaim (Board Member)


Funders include:

  • Department for International Development (DFID)
  • British Petroleum (BP)


Physical address:
Mukuvisi Woodlands, Cnr Glenara Avenue
South/Hillside Road Extension, Hillside, Harare,

Postal Address:
P.O. Box GT 1274, Graniteside, Harare, Zimbabwe

Telephone: 263-(0)4- 747213, 747217, 747512, 747274

Fax: 263- (0)4- 747409

Cell: 263- 915 988 597

Email Address: action@action.co.zw

Website address: http:/www.action.co.zw

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