Cell phones & HIV prevention: loveLife

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

Research has shown that: Young people have ‘ got the message ’ about HIV prevention. What continues to drive HIV is not their response to the message, but their response to their circumstances . Perception of limited day-to-day opportunity (social, educational, economic) is the core fuel for the epidemic in South Africa. In fact, half the lifetime risk of HIV infection among young women is crammed into just five years after leaving school . 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)

Research has shown that:

Young people have ‘ got the message ’ about HIV prevention.

What continues to drive HIV is not their response to the message, but their response to their circumstances .

Perception of limited day-to-day opportunity (social, educational, economic) is the core fuel for the epidemic in South Africa.

In fact, half the lifetime risk of HIV infection among young women is crammed into just five years after leaving school .

Mobile Social Networking Over 75% of South African youth own mobile phones, 71% in informal settlements and 67% in rural areas. 60% use their cell phone to SMS or make calls everyday. 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. Social networking plays directly into the three key triggers to behavior change – sense of identity , belonging , and purpose . Sources: Kaiser Family Foundation and SABC, Young South Africans, Broadcast Media, and HIV/AIDS. March 2007. South African Advertising Research Foundation, All Media and Products Survey 2006. WAP Review, Great Mobile Web Statistics from AdMob (http://wapreview.com/blog/?p=416).

Over 75% of South African youth own mobile phones, 71% in informal settlements and 67% in rural areas.

60% use their cell phone to SMS or make calls everyday.

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.

Social networking plays directly into the three key triggers to behavior change – sense of identity , belonging , and purpose .

Sources:

Kaiser Family Foundation and SABC, Young South Africans, Broadcast Media, and HIV/AIDS. March 2007.

South African Advertising Research Foundation, All Media and Products Survey 2006.

WAP Review, Great Mobile Web Statistics from AdMob (http://wapreview.com/blog/?p=416).

World’s first cell phone-based social network dedicated to youth empowerment & HIV prevention Primary goal: creating links to opportunity Designed to complement loveLife’s face-to-face network Incredibly inexpensive (R0.02 - 0.05/page) MYMsta

World’s first cell phone-based social network dedicated to youth empowerment & HIV prevention

Primary goal: creating links to opportunity

Designed to complement loveLife’s face-to-face network

Incredibly inexpensive (R0.02 - 0.05/page)

MYMsta: www.mymsta.mobi

3 600,000+ pages of activity MYMsta: Traffic and usage 45 000 + registered users – (Sept 2009)

3 600,000+ pages of activity

45 000 + registered users – (Sept 2009)

MYMsta’s Future

Social Networking: The science What is a social network? 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. A social network is made up of individuals Each individual has certain requirements or needs which must be met in order for them to participate in the network. How do we plan to spread the network?

What is a social network?

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.

A social network is made up of individuals

Each individual has certain requirements or needs which must be met in order for them to participate in the network.

Social networking: The Triggers Identity Identity with brand or environment Identity with themselves Self expression Sense of belonging By finding other people with same beliefs / ideas Personal validation Sense of purpose Link to ideas and people Valued and valid contribution Sources: Kaiser Family Foundation and SABC, Young South Africans, Broadcast Media, and HIV/AIDS. March 2007. South African Advertising Research Foundation, All Media and Products Survey 2006. WAP Review, Great Mobile Web Statistics from AdMob (http://wapreview.com/blog/?p=416).

Identity

Identity with brand or environment

Identity with themselves

Self expression

Sense of belonging

By finding other people with same beliefs / ideas

Personal validation

Sense of purpose

Link to ideas and people

Valued and valid contribution

Sources:

Kaiser Family Foundation and SABC, Young South Africans, Broadcast Media, and HIV/AIDS. March 2007.

South African Advertising Research Foundation, All Media and Products Survey 2006.

WAP Review, Great Mobile Web Statistics from AdMob (http://wapreview.com/blog/?p=416).

A social network is made up of individuals. Provide them with: A sense of identity, belonging & purpose Connect them to opportunities, commonalities and like-minded people or relevant content & information Provide an environment where they can contribute and be included. Social networking: Review

A social network is made up of individuals.

Provide them with:

A sense of identity, belonging & purpose

Connect them to opportunities, commonalities and like-minded people or relevant content & information

Provide an environment where they can contribute and be included.

Social networking: The advantages Get to really know your target market MYMsta and the airtime Entrench brand loyalty and surround target market with brand. You hit the right people whether you own the network or place media / content within. One thing that has impressed me about loveLife is that it is treated as a brand and not just a benevolent organisation. Pro: Brand loyalty, understanding of organization message Con: Can lose that quickly if we don’t keep up with the Media campaign.

Get to really know your target market

MYMsta and the airtime

Entrench brand loyalty and surround target market with brand.

You hit the right people whether you own the network or place media / content within.

One thing that has impressed me about loveLife is that it is treated as a brand and not just a benevolent organisation.

Pro: Brand loyalty, understanding of organization message

Con: Can lose that quickly if we don’t keep up with the Media campaign.

Social networking: Making it work Understanding your objectives Using agnostic to brand networks (no affiliation) or are you building your? How will you leverage off existing networks? Using the data collected to minimise wastage Targeted & relevant information Low CPA and high ROI Responsibility Drive user logins through content updates & incentives Who, when & how long? Keep it fresh – understand and provide to needs Sustainability of the network

Understanding your objectives

Using agnostic to brand networks (no affiliation) or are you building your?

How will you leverage off existing networks?

Using the data collected to minimise wastage

Targeted & relevant information

Low CPA and high ROI

Responsibility

Drive user logins through content updates & incentives

Who, when & how long?

Keep it fresh – understand and provide to needs

Sustainability of the network

MYMsta: Objectives Connect SA youth to opportunities & extend on the ground programs loveLife strategy Reasons for high risk behavior How self-worth & identity can reduce HIV infections Career profile – unique and compelling & specific to objectives

Connect SA youth to opportunities & extend on the ground programs

loveLife strategy

Reasons for high risk behavior

How self-worth & identity can reduce HIV infections

Career profile – unique and compelling & specific to objectives

Cell phones & HIV prevention: loveLife