Born out of Malawian culture, Zathu - meaning ‘ours’ in Chichewa - is a group of six boys and girls coming together to create ‘the new sound of Malawi’. Through characters in a fictional music band, Zathu brings to life young people’s dreams, worries and challenges in a way they can truly relate to. The characters challenge stereotypical gender roles and role model progressive, positive relationships between girls and boys. Through a weekly radio show, narrative music videos and live events, we follow them forming friendships whilst navigating the weight of traditions, of family and community expectations, and their own dreams.

Working as part of PEPFAR’s DREAMS Initiative, Zathu engages, educates and inspires girls and boys. By reaching mass audiences and combating the social norms head-on which lead to further spread of HIV/AIDS , Girl Effect amplifies the work of DREAMS partners by driving demand to sexual reproductive health services.

Each element of the brand serves a different purpose; bridging the gap between boys and girls to forge a more equal Malawi:

The drama tackles sensitive issues like sexual reproductive health and models behaviour change over time. The talk show features real-life stories, advice from ‘the ‘Gogo’ - an agony aunt representing the older generation - and provides practical advice, for example, where to get tested for HIV.

Music is a cornerstone of Malawian culture - transcending gender and generations. Zathu has released an album and story-based music videos helping to drive brand awareness.

Zathu’s live performances in schools, youth centres, clubs and public spaces brings the radio show to life. There are often crowds of kids chanting when the Zathu bus rolls into town!

Zathu’s digital platforms gives as many people as possible free access to the brand’s content. These networks encourage interaction between the young people themselves.

In just six months, Zathu reached nearly two thirds of Malawi’s population gaining 2.6m regular consumers. But Zathu’s impact goes beyond reach - it’s having a positive impact on gender equality shifting towards positive, progressive mindsets around gender.

93% of girls and 89% of boys say Zathu has improved their friendships with the opposite sex. 93% of listeners say that Zathu has taught them that girls and boys should be treated. Consumers of Zathu say: “Zathu reduces discrimination and teaches us to be reliable to one another”.

By closing the gender divide, Zathu is having a knock-on impact on positive health outcomes. For the first time, the latest PEPFAR data has shown significant declines in new HIV diagnoses among adolescent girls and young women. ?Importantly, new diagnoses have declined in nearly all DREAMS intervention districts since 2016.