An HIV/AIDS prevention videogame created through a Public-Private Partnership between PEPFAR and Warner Bros. Entertainment

Pamoja Mtaani Background Partnership background A component of The Partnership for an HIV-Free Generation WB & PEPFAR PPP to develop a 5-player action–based videogame Piloted in 3 youth centers in Nairobi, Kenya Game background Contemporary East African context Interactive play Personalizes HIV prevention messages for youth aged 15-19 Theory-based messages & gameplay combined Game focuses on changing risk perception and self efficacy for 5 key behaviors: Primary abstinence Secondary abstinence Multiple sexual partners Correct/consistent condom use Uptake of VCT

Partnership background

A component of The Partnership for an HIV-Free Generation

WB & PEPFAR PPP to develop a 5-player action–based videogame

Piloted in 3 youth centers in Nairobi, Kenya

Game background

Contemporary East African context

Interactive play

Personalizes HIV prevention messages for youth aged 15-19

Theory-based messages & gameplay combined

Game focuses on changing risk perception and self efficacy for 5 key behaviors:

Primary abstinence

Secondary abstinence

Multiple sexual partners

Correct/consistent condom use

Uptake of VCT

Pamoja Mtaani Design Game Design Open world game play in a fictional East Africa city similar to Nairobi Multiplayer “mini-game” missions + BCC-focused side missions Unlockable Kenyan music tracks Scripted cinematics/character interactions that emphasize BC trajectories Design Methods Local marketing research identified key ‘pillars’ of youth culture: sports, entertainment, relationships, technology and fashion Input from Kenyan youth/US and Kenyan technical advisory team Kenyan writers, VO actors, engineers, musicians, cultural consultants Concept testing with Kenyan youth Evaluation Assess exposure/changes in attitudes and beliefs Uses in-game questionnaires Monitoring technology captures player activities Repeat cross-sectional survey evaluates community change/message diffusion.

Game Design

Open world game play in a fictional East Africa city similar to Nairobi

Multiplayer “mini-game” missions + BCC-focused side missions

Unlockable Kenyan music tracks

Scripted cinematics/character interactions that emphasize BC trajectories

Design Methods

Local marketing research identified key ‘pillars’ of youth culture:

sports, entertainment, relationships, technology and fashion

Input from Kenyan youth/US and Kenyan technical advisory team

Kenyan writers, VO actors, engineers, musicians, cultural consultants

Concept testing with Kenyan youth

Evaluation

Assess exposure/changes in attitudes and beliefs

Uses in-game questionnaires

Monitoring technology captures player activities

Repeat cross-sectional survey evaluates community change/message diffusion.

Pamoja Mtaani Results Final Results Game designed, developed, tested and deployed in 10 months Robust marketing campaign Computer-generated character introductory shorts promoted the game Site specific launch events at each site Generation Jipange and HIV Free Generation Corporate launch events Game Masters program established Gameplay locations Deployed at three youth centers in Nairobi Over 2500 youth have played since launch. Close to 600 have completed the game “ Girl only” times established at each site Computer skill training at each site

Final Results

Game designed, developed, tested and deployed in 10 months

Robust marketing campaign

Computer-generated character introductory shorts promoted the game

Site specific launch events at each site

Generation Jipange and HIV Free Generation Corporate launch events

Game Masters program established

Gameplay locations

Deployed at three youth centers in Nairobi

Over 2500 youth have played since launch. Close to 600 have completed the game

“ Girl only” times established at each site

Computer skill training at each site

Pamoja Mtaani Results

Pamoja Mtaani Results

Pamoja Mtaani Conclusions Successes : Cultural accuracy through work with Kenyan artists, writers, advisors, etc In-depth gameplay Launch events Game Master program Equipment secured (over 100 computers) and systems integrator in place Key Lessons Learned Early and consistent involvement from the field essential Overall timing for game development challenging Group Game Design/Multiple Contributors hard to balance Too much content - 5 BCC objectives within a 2-3 hour game pilot Implementation must be considered and budgeted for from the beginning Evaluation (still in IRB review)

Successes :

Cultural accuracy through work with Kenyan artists, writers, advisors, etc

In-depth gameplay

Launch events

Game Master program

Equipment secured (over 100 computers) and systems integrator in place

Key Lessons Learned

Early and consistent involvement from the field essential

Overall timing for game development challenging

Group Game Design/Multiple Contributors hard to balance

Too much content - 5 BCC objectives within a 2-3 hour game pilot

Implementation must be considered and budgeted for from the beginning

Evaluation (still in IRB review)