HIV/AIDS Communication

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

Date Published: 
2013 Jan 31
Authors: 
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

 

Intersexions series two evaluation (executive summary)

Date Published: 
2014 May 1
Authors: 
Laura Myers, Helen Hajiyiannis, Alice Clarfelt, and Ts’elisehang Motuba
Executive summary of the evaluation of the second season of Intersexions.

'The way the virus spoke, it was like it was talking to me'

Date Published: 
2013 Aug 10
Authors: 
Laura Myers

'The way the virus spoke, it was like it was talking to me': fear and efficacy in the television drama series, Intersexions.

PowerPoint presentation on the evaluation of series one.

Audience identification with a character's dilemma to use traditional medicine vs. ART

Date Published: 
2013 Jun 1
Authors: 
Laura Myers

Audience identification with a character's dilemma to use traditional medicine vs. ART: the capacity of a television drama series to promote health-enhancing behaviour. 

Oral presentation at 2013 SA AIDS Conference. 

'Maybe she has slept with someone I have slept with before'

Date Published: 
2013 Jun 1
Authors: 
Laura Myers, Alice Clarfelt, Helen Hajiyiannis

'Maybe she has slept with someone I have slept with before': viewers' understanding of the sexual network as informed by the television drama series, Intersexions. 

2013 SA AIDS Conference poster.  

Mr. V is always there next to you saying, 'if you do not use a condom, I will get you'

Date Published: 
2013 Jun 1
Authors: 
Helen Hajiyiannis, Laura Myers, Alice Clarfelt

Mr. V is always there next to you saying, 'if you do not use a condom, I will get you'

2013 SA AIDS Conference poster presentation on fear and efficacy in the television drama series, Intersexions. 

‘I wasn’t thinking I could get pregnant’: A rapid assessment of the need for teenage pregnancy communication

Date Published: 
2014 May 5
Authors: 
Laura Myers

As part of the Futures Group’s Reducing Maternal and Child Mortality Through Strengthening Primary Healthcare in South Africa programme, Community Media Trust and TB HIV Care Association were tasked to develop a communications and social mobilisation strategy aimed at increasing the responsiveness of the health service to the needs of adolescents, in response to this need. In order to guide the project’s development, CADRE conducted a rapid situational assessment in the two target districts, O.R. Tambo (EC) and uMgungundlovu (KZN).

The qualitative research sought a deeper understanding of what contributes to teenage pregnancy, what influences whether adolescents seek contraception, antenatal and postnatal care at health facilities, and how the health system should adapt to the particular needs of teenagers. The focus groups and interviews involved teenage girls, boys, mothers, and fathers; youth peer educators; parents and grandparents of adolescents; traditional healers, midwives, NGO workers, educators and other relevant stakeholders.

The findings reveal significant challenges that adolescents experience accessing SRH services, in large part as a result of healthcare worker attitudes. The lack of awareness around safe termination of pregnancy services and the frequency of illegal abortions is also discussed extensively. Drivers of teen pregnancy, barriers and enablers to contraception use, health communication, and social mobilisation opportunities are explored in the report.

Conceptualisation of the sexual network in Intersexions

Date Published: 
2012 Sep 1
Authors: 
Laura Myers, Alice Clarfelt, Helen Hajiyiannis

‘I would be thinking days after that; sitting in a taxi, I would look at people and go ‘maybe she has slept with someone I have slept with before’: The conceptualisation of the sexual network in the drama series, Intersexions, and viewers’ subsequent engagement with this message.

Fear and efficacy in Intersexions

Date Published: 
2012 Sep 1
Authors: 
Alice Clarfelt, Helen Hajiyiannis, Laura Myers

Fear and efficacy in Intersexions.

Analysis of Intersexions Episode 26 and the dramatic effectiveness of the semiotic device of the narrator, ‘Mr V’, using fear appeals theory.

Social mobilisation and communication to prevent mother-to-child transmission (PMTCT) of HIV

Date Published: 
2010 Nov 15
Authors: 
Nomvo Dwadwa-Henda, Sakhumzi Mfecane, Tshego Phalane, Kevin Kelly, Laura Myers & Helen Hajiyiannis

Social mobilisation and communication to prevent mother-to-child transmission (PMTCT) of HIV

This study was conducted to support the development of a national campaign entitled ‘Social Mobilisation and Communication Strategy for the Prevention of Mother-to-Child Transmission of HIV.’ The aim of study was to provide an evidence base for informing the development of communication and social mobilisation strategies to support increased PMTCT uptake and efficacy. The research consisted of two key activities: 1) a literature review to identify the main challenges and opportunities for PMTCT uptake, with a specific focus on communication approaches; and 2) fieldwork in five sites across the Eastern Cape, KwaZulu-Natal, Free State and North West provinces that were identified by the Department of Health (DoH) as some of the worst-performing districts in terms of incidence of MTCT and uptake of PMTCT.

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