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 (http://wapreview.com/blog/?p=416).

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