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Lovelife Case Study 30 Nov 2009
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Lovelife Case Study 30 Nov 2009


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  • 1. loveLife Social and Behavioural Interventions Workshop 30 November 2009
  • 2. Rationale of new approach • Young people have ‘got the message’ message • What continues to drive HIV is not their response to the message, but response to their circumstances • Perception of limited day-to-day opportunity – social, educational, economic – is the core fuel for the epidemic • Their context must change, but so must their response • Risk can be reduced by personal initiative; this means to negotiate initiative day-to-day pressures and expectations; and new links to opportunity expectations
  • 3. What continues to drive HIV is not their response to the message, but response to their circumstances
  • 4. Perception of limited day-to-day opportunity – social, educational, economic – is the core fuel for the epidemic
  • 5. Factors influencing sexual decision-making in school-leavers WHO YOU THINK YOU CAN WHO SOCIETY THINKS BE: YOU CAN BE: Perceptions of gender Self-esteem empowerment Sense of purpose Perceptions of Being ‘complete’ womanhood Sense of excitement & Tolerance of violence exploration 19 yr old woman in Tolerance of social Ability to seize opportunity Khayelitsha: polarization WHO WILL YOU BE? WHO SOCIETY LETS YOU BE: Opportunity: •Educational •Employment •Entrepreneurship Need for security: •Physical •Material
  • 6. The chain of mediators between structural inequality and high risk behaviour Constrained choices Inadequate Knowledge Perception sense of: and Structural of scant - Purpose perception of inequality opportunity - Belonging risk - Identity Low social solidarity High risk behaviour
  • 7. The challenge is changing perception of opportunity in such a polarized society Cumulative household income distribution 2000 120 100 80 Actual household Percent income 60 Equal income distribution 40 20 0 1st 2nd 3rd 4th 5th Quintiles Source: Statistics SA (2002). Earnings & spending in South Africa. Selected findings from the income & expenditure surveys of Oct 1995 and Oct 2000, Pretoria
  • 8. HIV highest in high-transition communities
  • 9. Risk can be reduced by personal initiative; the means to negotiate day-to- day pressures and expectations; and new links to opportunity
  • 10. The loveLife generation - Make YOUR Move AIM: Change perception of opportunity among young people OBJECTIVES: 1. Develop a look-for-opportunity mindset 2. Build ability to negotiate day-to-day pressures & expectations 3. Find new links to opportunity
  • 11. loveLife strategies Programmes strategies Connect young leaders Grow the Foster Mobile social networks networks leadership Mentorship – linking young people to influence Create new opportunities ‘Packages of opportunity’ e.g. service-linked bursaries Package & parachute information about Strategies opportunities Create new links to opportunity Open up precedents and pathways to personal growth and development for school- leavers Develop better ‘transition Focus on response to circumstance: navigators’ for young people Sense of opportunity, anticipation of pressures and trade-offs, resilience Use peers, parents and other Focus on most marginalised in high- significant motivators in transition circumstances comprehensive life enrichment Achieve >70% face-to-face coverage programs Young people directly affected by HIV/Aids Shape social expectations through High-profile media campaign media & community mobilization linked to community and parental mobilization,
  • 12. Community Mobilisation
  • 13. loveLife MEDIA
  • 14. 2007:
  • 15. Outdoor
  • 16. Television 2008: Make YOUR move: Media Support Year-long Public Service Announcements (SABC) External broadcasts on partner stations Broadcast video clips (SABC, website) TOTAL REACH: + 1 million daily
  • 17. Radio Year-long 60” Public Service Announcements (13 SABC stations) Weekly programmes (11 SABC Language Stations) Extended weekly broadcasts (Jacaranda, YFM, Community Stations) PR-targeted interviews (commercial stations) TOTAL LISTENERSHIP: +7 million weekly
  • 18. Radio Ys Programme
  • 19. Print 2008: Make YOUR move: Media Support UNCUT (in association with Jumpstart & SAIE) Youth Publication (in association with Sunday Times) Born Free Dialogues (Sunday Sun) Business publications Community Newspapers (National) TOTAL READERSHIP: +2 million monthly
  • 20. Website Youth Website: interactive Make YOUR move challenges including youth portal and mobile content Parent Website: gogoGetters & parents MYM-themed activities Corporate: Corporate MYM challenges TOTAL HITS: +500K monthly
  • 21. Website
  • 22. Trigger behaviour change • Internal Determinants – [ personal beliefs, attitudes] - individual focus • External Determinants – [access to resources, social norms] – structural/societal focus
  • 23. Determinants Determinants can encourage change or discourage change. • Behaviour change interventions must build on positive determinants and reduce negative ones in order to be effective.
  • 24. groundBREAKERS • Over 7,500 18-25 year-old groundBREAKERS have graduated from the year-long training and empowerment programme • Each cohort is supported by a network of over 5,000 mpintshis (buddies) • Together they play an important leadershipbecoming groundBREAKERS Employment levels, before and after role in their communities that goes well beyond HIV prevention • Gives disadvantaged youth opportunities for personal and professional development outside of traditional channels • Extensive motivation, leadership, public speaking and administrative training • They run loveLife’s outreach programmes
  • 25. 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 6%, 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. belonging 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 (
  • 26. loveLife 6,000+ 3,700 schools Reach: peer educators 150 community- 500,000 based partner youth / month NGOs with direct (groundBreakers and face-to-face Mpintshis) 350 government interaction clinics Sustained Media: Radio, TV, Print, Web, and Mobile