Cell Phones & HIV Prevention: Lovelife


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Cell Phones & HIV Prevention: Lovelife

  1. 1. Cell phones & HIV prevention: loveLife
  2. 2. loveLife 6,000+ peer educators (groundBreakers and Mpintshis) 5,100 schools 150 community-based partner NGOs 500 government clinics Reach: 500,000 youth / month with direct face-to-face interaction Sustained Media: Radio, TV, Print, Web, and Mobile
  3. 3. <ul><li>Research has shown that: </li></ul><ul><li>Young people have ‘ got the message ’ about HIV prevention. </li></ul><ul><li>What continues to drive HIV is not their response to the message, but their response to their circumstances . </li></ul><ul><li>Perception of limited day-to-day opportunity (social, educational, economic) is the core fuel for the epidemic in South Africa. </li></ul><ul><li>In fact, half the lifetime risk of HIV infection among young women is crammed into just five years after leaving school . </li></ul>South African Youth & HIV Source: Pettifor et al (2004). HIV and sexual behaviour among young South Africans: A national survey of 15-24 year olds 2003 ., Reproductive Health Research Unit, University of Witwatersrand (secondary analysis)
  4. 4. Mobile Social Networking <ul><li>Over 75% of South African youth own mobile phones, 71% in informal settlements and 67% in rural areas. </li></ul><ul><li>60% use their cell phone to SMS or make calls everyday. </li></ul><ul><li>Internet access via computers is low at 8% , but South Africa’s mobile internet usage via WAP is one of the highest in the world. </li></ul><ul><li>Social networking plays directly into the three key triggers to behavior change – sense of identity , belonging , and purpose . </li></ul><ul><li>Sources: </li></ul><ul><li>Kaiser Family Foundation and SABC, Young South Africans, Broadcast Media, and HIV/AIDS. March 2007. </li></ul><ul><li>South African Advertising Research Foundation, All Media and Products Survey 2006. </li></ul><ul><li>WAP Review, Great Mobile Web Statistics from AdMob (http://wapreview.com/blog/?p=416). </li></ul>
  5. 5. <ul><li>World’s first cell phone-based social network dedicated to youth empowerment & HIV prevention </li></ul><ul><li>Primary goal: creating links to opportunity </li></ul><ul><li>Designed to complement loveLife’s face-to-face network </li></ul><ul><li>Incredibly inexpensive (R0.02 - 0.05/page) </li></ul>MYMsta
  6. 6. MYMsta: www.mymsta.mobi
  7. 7. <ul><li>3 600,000+ pages of activity </li></ul>MYMsta: Traffic and usage <ul><li>45 000 + registered users – (Sept 2009) </li></ul>
  8. 8. MYMsta’s Future
  9. 9. Social Networking: The science <ul><li>What is a social network? </li></ul><ul><ul><li>A social network is a group of individuals linked by certain commonalities or interdependencies which they wish or need to share. These interdependencies can be but are not limited to: morals/values, beliefs, religion, friendships or negatives such as hate speech or war. </li></ul></ul><ul><li>A social network is made up of individuals </li></ul><ul><ul><li>Each individual has certain requirements or needs which must be met in order for them to participate in the network. </li></ul></ul>How do we plan to spread the network?
  10. 10. Social networking: The Triggers <ul><li>Identity </li></ul><ul><ul><li>Identity with brand or environment </li></ul></ul><ul><ul><li>Identity with themselves </li></ul></ul><ul><ul><li>Self expression </li></ul></ul><ul><li>Sense of belonging </li></ul><ul><ul><li>By finding other people with same beliefs / ideas </li></ul></ul><ul><ul><li>Personal validation </li></ul></ul><ul><li>Sense of purpose </li></ul><ul><ul><li>Link to ideas and people </li></ul></ul><ul><ul><li>Valued and valid contribution </li></ul></ul><ul><li>Sources: </li></ul><ul><li>Kaiser Family Foundation and SABC, Young South Africans, Broadcast Media, and HIV/AIDS. March 2007. </li></ul><ul><li>South African Advertising Research Foundation, All Media and Products Survey 2006. </li></ul><ul><li>WAP Review, Great Mobile Web Statistics from AdMob (http://wapreview.com/blog/?p=416). </li></ul>
  11. 11. <ul><li>A social network is made up of individuals. </li></ul><ul><li>Provide them with: </li></ul><ul><ul><li>A sense of identity, belonging & purpose </li></ul></ul><ul><ul><li>Connect them to opportunities, commonalities and like-minded people or relevant content & information </li></ul></ul><ul><ul><li>Provide an environment where they can contribute and be included. </li></ul></ul>Social networking: Review
  12. 12. Social networking: The advantages <ul><li>Get to really know your target market </li></ul><ul><ul><li>MYMsta and the airtime </li></ul></ul><ul><li>Entrench brand loyalty and surround target market with brand. </li></ul><ul><ul><li>You hit the right people whether you own the network or place media / content within. </li></ul></ul><ul><ul><li>One thing that has impressed me about loveLife is that it is treated as a brand and not just a benevolent organisation. </li></ul></ul><ul><ul><ul><li>Pro: Brand loyalty, understanding of organization message </li></ul></ul></ul><ul><ul><ul><li>Con: Can lose that quickly if we don’t keep up with the Media campaign. </li></ul></ul></ul>
  13. 13. Social networking: Making it work <ul><li>Understanding your objectives </li></ul><ul><ul><li>Using agnostic to brand networks (no affiliation) or are you building your? </li></ul></ul><ul><ul><li>How will you leverage off existing networks? </li></ul></ul><ul><li>Using the data collected to minimise wastage </li></ul><ul><ul><li>Targeted & relevant information </li></ul></ul><ul><ul><li>Low CPA and high ROI </li></ul></ul><ul><ul><li>Responsibility </li></ul></ul><ul><li>Drive user logins through content updates & incentives </li></ul><ul><ul><li>Who, when & how long? </li></ul></ul><ul><li>Keep it fresh – understand and provide to needs </li></ul><ul><ul><li>Sustainability of the network </li></ul></ul>
  14. 14. MYMsta: Objectives <ul><li>Connect SA youth to opportunities & extend on the ground programs </li></ul><ul><ul><li>loveLife strategy </li></ul></ul><ul><ul><li>Reasons for high risk behavior </li></ul></ul><ul><ul><li>How self-worth & identity can reduce HIV infections </li></ul></ul><ul><ul><li>Career profile – unique and compelling & specific to objectives </li></ul></ul>
  15. 15. Cell phones & HIV prevention: loveLife