Scrutinise H S R C Capacity Building Nov 09


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Scrutinise H S R C Capacity Building Nov 09

  1. 1. SOCIAL ECOLOGY MODEL & COMMUNICATION FOR SOCIAL AND BEHAVIORAL CHANGE Types of Communication Engagement Communication for Advocacy Mass Media Participatory Development To strengthen Dialogue Dialogue Community Mobilisation Peer education policy and Counseling Peer Education systems SOCIAL INDIVIDUAL NETWORKS COMMUNITY SOCIETAL Behavior and intention; Partner and family Leadership; National leadership; knowledge & skills; beliefs & relationships level of participation; per capita income; Values; emotion; perceived (communication, trust, information equity; income inequality; risk; self-efficacy; self- understanding, agree- access to resources; health policy and image; subjective ment, & power), peer shared ownership; infrastructure; norms influence, gender collective efficacy; mass media; equity, bounded social capital; value religious and normative influence for continual cultural values; improvement gender norms Physical Environment and Infrastructure Burden of disease; climate and seasonality; transportation and communication networks, access to health care facilities, access to water, sanitation, and household technologies; etc.
  2. 2. Target Audience: Youth 18 – 32 Objectives: Increase the delay in the onset of sex amongst young people Increase people’s perception of risk to HIV infection in relation to multiple and concurrent partners Reduce the number of multiple and concurrent partners Promote correct and consistent condom usage with all partners Increase the number of people who test for HIV on regular basis Approach: Evidence informed Mass media (Advertising) & Interpersonal Communication. Initial development funded by Levi’s and pre-tested in 3 different locations to check for acceptability by the audience.
  3. 3. “SCRUTINIZE” • Animated adverts = “In every advertisement animerts there has to be a word • Currently 7 being flighted that the people don’t understand, because • Undercover lover that will make them • Booza Brain look out for it, the next time they going to want • Sugar daddies and to hear that word” Mommies F: Because it sounds • What’s my risk nice? Yes. Scrutinize. • Lovewords • Condomwise • Undercover HIV
  4. 4. 19% South Africans 15 - 24 are living with HIV 66% of South Africans do not see themselves at risk for HIV infection - yet 12.5% living with HIV Only 5% of SAfricans see partner reduction as a strategy for prevention Eliminate the element of surprise!
  5. 5. Multiple and concurrent partners = Individuals who have partners who are connected to others, these others are connected to additional persons, and so on that results in a constantly shifting web of connected persons in a sexual network (Morris & Kretzchmar 2000)
  6. 6. HIV most infectious during first 3- 6 weeks following initial infection and prior to the production of antibodies. If one person is newly infected, the virus spreads rapidly to others within the network
  7. 7. Faithfulness = protecting ‘main partner’ from knowledge of being unfaithful rather than with monogamy. Reasons why people engage in MCP – previous liaison; alcohol; transactional; peer pressure; low self-esteem (loneliness); Don’t let booza brain shibobo your Mobility/Migration. style!
  8. 8. Sex in exchange for stuff Men = status and power Women = economic and cool stuff Power relations Eliminate the element of the sugar suprise!
  9. 9. Key Messages – Partner Reduction An undercover lover can bring you HIV from another (Undercover Lover) If the playa is too drunk don’t put him in the game (Alcohol) Fewer partners in a life time reduces risk (Risk) Thanks to our sugar momma’s and daddies we got kewl stuff and we all got to keep the (HIV) change. Don’t get more than you bargained for from sugars (Transactional Sex). Key Messages – Correct and consistent condom usage Use condoms all the time (Whats My Risk) Use a condom all the time unless you trying for a baby (Love Words) No condom big problem (Alcohol, Sex and HIV)
  10. 10. Two primary messages were identified, (i) having multiple and concurrent sexual partners increases risk of HIV and (ii) unprotected sex increases the risk of HIV infection. Discussants give examples of how the animerts have resulted in self reflection and questioning of personal sexual behaviours. My younger brother asked me something about this advert. He says ‘brother are you still going to marry that beautiful sister?’ I said to him ‘why are you asking me this question? He said ‘because I saw you talking to another sister not the one you are going to marry. Why did you do that because risk advert shows that having more than one partner could easily bring you HIV, do you know that … stop chasing every women you see in the street (August 2008).
  11. 11. “I remember scrutinize through the adverts that shows that people must not have multiple partners” (November 2008) “Scrutinize makes me lose my two boyfriends through to that they did not want prevention as we were watching the advert they say its just a piece of rubbish – he refused to use condoms on me. Safety first than putting someone at risk” (November 2008).
  12. 12. Facilitator's guide with DVD Community Action Guide Scrutinize Website( ) Scrutinize Risk cards Scrutinize Coasters – with a focus on Sex and Alcohol Scrutinize Collateral Material JHHESA/DramAidE Technical Support
  13. 13. Mass Media Does combination messaging detract from partner reduction? Does the speed facilitate or impede meaning – ie. Are audiences more likely to watch and pay attention given the speed of the animert? What is the optimal “play back” per message to get retention of the meanings that are being conveyed? What is the balance between hard hitting & aspiration messaging? Interpersonal Communication How to target the IPC efforts at the 18 most at risk districts? How to meet the demands for tools, materials and training? How to ensure message integrity at the community level?