Submitted by cadre-editor on Mon, 03/31/2014 - 16:22.
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:
- The overall reception of the Brothers for Life national mass media communication campaign
- Key strengths and weaknesses of the Brothers for Life campaign and what audiences/listeners liked and disliked about the campaign
- 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
- Audience perception of and identification with the campaign, and instances of related behaviour and attitude change