The Centre for AIDS Development, Research and Evaluation (CADRE) is a South African non-profit organisation working in the area of HIV/AIDS research, programme development and communication.

CADRE is committed to fast-tracking appropriate and effective responses to HIV/AIDS through informing policy and developing coherent strategic models for interventions. CADRE works in sub-Saharan Africa with a primary focus on southern Africa.

Our work includes:

  • HIV/AIDS policies, strategies, models and interventions
  • Qualitative and quantitative epidemiological,
    socio-behavioural and communications surveys
  • Monitoring and evaluation of HIV/AIDS interventions
  • Communications research and interventions

CADRE strives to place key HIV/AIDS research in the public domain. Our website provides access to a wide range of contemporary HIV/AIDS research, conference papers, communication materials and links to HIV/AIDS organisations.

Newest Report

Audience reception analysis of the national Brothers for Life mass media campaign

Date Published: 
2013 Jan 31
Laura Myers, Helen Hajiyiannis, Alice Clarfelt, Tshegofatso Bessenaar, Ts’elisehang Motuba, Rethabile Mashale, Nolwazi Mkhwanazi, and Kevin Kelly
Brothers for Life is a national campaign that promotes the health and wellbeing of South African men with a focus on HIV. Launched in South Africa in August 2009, the Brothers for Life campaign is the first social and behaviour change communication campaign to be introduced in the country that focuses on men aged thirty years and over; a hitherto largely overlooked target audience. 

This report presents the findings of a qualitative audience reception analysis of the mass media component of the Brothers for Life campaign. Key findings of the audience reception evaluation include:

  1. The overall reception of the Brothers for Life national mass media communication campaign
  2. Key strengths and weaknesses of the Brothers for Life campaign and what audiences/listeners liked and disliked about the campaign 
  3. The relationship between general objectives of the Brothers for Life campaign and actual audience engagement – message ‘take out’ and ‘unintended’ meanings arising from the mass media materials
  4. Audience perception of and identification with the campaign, and instances of related behaviour and attitude change