Lovelife Case Study 30 Nov 2009


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Lovelife Case Study 30 Nov 2009

  1. 1. loveLife Social and Behavioural Interventions Workshop 30 November 2009
  2. 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. 3. What continues to drive HIV is not their response to the message, but response to their circumstances
  4. 4. Perception of limited day-to-day opportunity – social, educational, economic – is the core fuel for the epidemic
  5. 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. 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. 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. 8. HIV highest in high-transition communities
  9. 9. Risk can be reduced by personal initiative; the means to negotiate day-to- day pressures and expectations; and new links to opportunity
  10. 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. 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. 12. Community Mobilisation
  13. 13. loveLife MEDIA
  14. 14. 2007:
  15. 15. Outdoor
  16. 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. 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. 18. Radio Ys Programme
  19. 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. 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. 21. Website
  22. 22. Trigger behaviour change • Internal Determinants – [ personal beliefs, attitudes] - individual focus • External Determinants – [access to resources, social norms] – structural/societal focus
  23. 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. 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. 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. 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