loveLifeSocial and Behavioural Interventions Workshop30 November 2009

Rationale of new approachRationale of new approach

• Young people have ‘got the messagegot the message’

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

•• Perception of limited dayPerception of limited day--toto--day opportunityday opportunity – social, educational, economic – is the corecore fuel for the epidemic

• Their contextcontext must change, but so must their responseresponse

• Risk can be reduced by personal initiativepersonal initiative; this means to negotiatenegotiatedayday--toto--day pressuresday pressures and expectationsexpectations; and new links to opportunitylinks to opportunity

What continues to drive HIV is What continues to drive HIV is

not their response to the not their response to the

message, but message, but response to their response to their

circumstancescircumstances

Perception of limited dayPerception of limited day--toto--day day

opportunity opportunity –– social, educational, social, educational,

economic economic –– is the core fuel for the is the core fuel for the

epidemicepidemic

Factors influencing sexual decisionFactors influencing sexual decision--making in making in

schoolschool--leaversleavers

19 yr old woman in

Khayelitsha:

WHO WILL YOU BE?

WHO YOU THINK YOU CAN BE:

Self-esteemSense of purposeBeing ‘complete’Sense of excitement & explorationAbility to seize opportunity

WHO SOCIETY THINKS YOU CAN BE:Perceptions of gender empowermentPerceptions of womanhoodTolerance of violenceTolerance of social polarization

WHO SOCIETY LETS YOU BE:

Opportunity:•Educational •Employment•Entrepreneurship

Need for security:•Physical•Material

Structural inequality

Constrained choices

Low social solidarity

Perception

of scant

opportunity

Inadequate sense of:- Purpose- Belonging- Identity

High risk behaviour

Knowledge and

perception of risk

The chain of mediators between structural The chain of mediators between structural

inequality and high risk behaviourinequality and high risk behaviour

The challenge is changing perception of The challenge is changing perception of

opportunity in such a polarized societyopportunity in such a polarized society

Cumulative household income distribution 2000

0

20

40

60

80

100

120

1st 2nd 3rd 4th 5th

Quintiles

Per

cent

Actual householdincome

Equal incomedistribution

Source: Statistics SA (2002). Earnings & spending i n South Africa. Selected findings from the income & expenditure surveys of Oct 1995 and Oct 2000, Pre toria

HIV highest in highHIV highest in high --transition communitiestransition communities

Risk can be reduced by Risk can be reduced by

personal initiative; personal initiative;

the means to negotiate daythe means to negotiate day--toto--

day pressures day pressures

and expectations; and expectations;

and new links to opportunityand new links to opportunity

The The loveLifeloveLife generation generation -- Make YOUR MoveMake YOUR Move

AIM:AIM:

Change perceptionChange perception of opportunity among young people

OBJECTIVES:OBJECTIVES:

1. Develop a looklook--forfor--opportunity mindsetopportunity mindset

2. Build ability to negotiate daynegotiate day--toto--day pressuresday pressures & expectationsexpectations

3. Find new links to opportunityopportunity

loveLifeloveLife strategiesstrategies

High-profile media campaign linked to community and parental

mobilization,

Use peers, parents and other

significant motivators in

comprehensive life enrichment

programs

Develop better ‘transition

navigators’ for young people

Create new links to opportunity

Create new opportunities

Str

ate

gie

s

Programmes strategies

Shape social expectations through

media & community mobilization

Foster leadership

Grow the networks

Focus on most marginalised in high-transition circumstances

Achieve >70% face-to-face coverageYoung people directly affected by HIV/Aids

Focus on response to circumstance: Sense of opportunity, anticipation of pressures

and trade-offs, resilience

Package & parachute information about opportunities

Open up precedents and pathways to personal growth and development for school-

leavers

Connect young leadersMobile social networks

Mentorship – linking young people to influence

‘Packages of opportunity’ e.g. service-linked bursaries

Community Community MobilisationMobilisation

loveLifeloveLife MEDIAMEDIA

2007:2007:

OutdoorOutdoor

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 + 1 million daily

TelevisionTelevision

� 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

RadioRadio

Radio Radio YsYs ProgrammeProgramme

� 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

2008: Make YOUR move: Media Support PrintPrint

� 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

WebsiteWebsite

WebsiteWebsite

•• Internal DeterminantsInternal Determinants – [ personal beliefs, attitudes] - individual focus

•• External DeterminantsExternal Determinants – [access to resources, social norms] –

structural/societal focus

Trigger behaviour changeTrigger behaviour change

DeterminantsDeterminants

Determinants can encourageencourage change or discouragediscourage change.

• Behaviour change interventions must build on positive determinants

and reduce negative ones in order to be effective.

groundBREAKERS

Employment levels, before and after becoming groundBREAKERS

• Over 7,500 18-25 year-old groundBREAKERShave 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 leadership 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

Mobile Social NetworkingMobile Social Networking

• Over 75%75% of South African youth own mobile phones, 71% in

informal settlements and 67% in rural areas.

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

• Internet access via computers is low at 6%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 identityidentity, , belongingbelonging, and purposepurpose.

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).

loveLifeloveLife

6,000+

peer educators

(groundBreakers and

Mpintshis)

3,700 schools

150 community-

based partner

NGOs

350 government

clinics

Reach:

500,000youth / month

with direct

face-to-face

interaction

Sustained Media: Radio, TV, Print, Web, and MobileSustained Media: Radio, TV, Print, Web, and Mobile