INDIVIDUALSOCIAL NETWORKS COMMUNITY SOCIETAL

Behavior and intention; knowledge & skills; beliefs & Values; emotion; perceivedrisk; self-efficacy; self-

image; subjective norms

Partner and family relationships(communication, trust, understanding, agree-

ment, & power), peerinfluence, gender

equity, bounded normative influence

Leadership; level of participation; information equity;

access to resources;shared ownership;

collective efficacy;social capital; value

for continual improvement

National leadership;per capita income;

income inequality;health policy and

infrastructure;mass media;

religious andcultural values;

gender norms

Physical Environment and InfrastructureBurden of disease; climate and seasonality; transportation and communication networks, access to health care facilities, access to water, sanitation, and household technologies; etc.

Types of CommunicationCommunication for

Participatory Development Dialogue Community MobilisationPeer education

Advocacy To strengthen policy and systems

EngagementMass Media

DialogueCounseling

Peer Education

SOCIAL ECOLOGY MODEL & COMMUNICATION FOR SOCIAL AND BEHAVIORAL CHANGE

� Target Audience: Youth 18 – 32

� Objectives: � Increase the delay in the onset of sex amongst young people

� Increase people’s perception of risk to HIV infection in relation to multiple and concurrent partners

� Reduce the number of multiple and concurrent partners

� Promote correct and consistent condom usage with all partners

� Increase the number of people who test for HIV on regular basis

� Approach: Evidence informed Mass media (Advertising) &

Interpersonal Communication.

� Initial development funded by Levi’s and pre-tested in 3

different locations to check for acceptability by the audience.

“In every advertisement there has to be a word that the people don’t understand, because that will make them look out for it, the next time they going to want to hear that word”

F: Because it sounds nice?

Yes. Scrutinize.

“SCRUTINIZE”• Animated adverts =

animerts

• Currently 7 being flighted

• Undercover lover

• Booza Brain

• Sugar daddies and Mommies

• What’s my risk

• Lovewords

• Condomwise

• Undercover HIV

� 19% South Africans 15 -24 are living with HIV

� 66% of South Africans do not see themselves at risk for HIV infection - yet 12.5% living with HIV

� Only 5% of SAfricans see partner reduction as a strategy for prevention

Eliminate the element of surprise!

Multiple and concurrent partners = Individuals who have partners who are connected to others, these others are connected to additional persons, and so on that results in a constantly shifting web of connected persons in a sexual network (Morris & Kretzchmar 2000)

� HIV most infectious

during first 3- 6 weeks

following initial infection

and prior to the

production of antibodies.

� If one person is newly

infected, the virus

spreads rapidly to others

within the network

� Faithfulness = protecting ‘main partner’ from knowledge of being unfaithful rather than with monogamy.

� Reasons why people engage in MCP – previous liaison; alcohol; transactional; peer pressure; low self-esteem (loneliness); Mobility/Migration.

Don’t let booza brain shibobo your style!

� Sex in exchange for stuff

� Men = status and power

� Women = economic and

cool stuff

� Power relations

Eliminate the element of the sugar suprise!

� Key Messages – Partner Reduction

� An undercover lover can bring you HIV from another (Undercover Lover)

� If the playa is too drunk don’t put him in the game (Alcohol)

� Fewer partners in a life time reduces risk (Risk)

� Thanks to our sugar momma’s and daddies we got kewl stuff and we all

got to keep the (HIV) change. Don’t get more than you bargained for

from sugars (Transactional Sex).

� Key Messages – Correct and consistent condom usage

� Use condoms all the time (Whats My Risk)

� Use a condom all the time unless you trying for a baby (Love Words)

� No condom big problem (Alcohol, Sex and HIV)

� Two primary messages were identified, (i) having multiple

and concurrent sexual partners increases risk of HIV and (ii)

unprotected sex increases the risk of HIV infection.

� Discussants give examples of how the animerts have resulted

in self reflection and questioning of personal sexual

behaviours.

� My younger brother asked me something about this advert. He says

‘brother are you still going to marry that beautiful sister?’ I said to him

‘why are you asking me this question? He said ‘because I saw you

talking to another sister not the one you are going to marry. Why did

you do that because risk advert shows that having more than one

partner could easily bring you HIV, do you know that … stop chasing

every women you see in the street (August 2008).

� “I remember scrutinize through

the adverts that shows that

people must not have multiple

partners” (November 2008)

� “Scrutinize makes me lose my

two boyfriends through to that

they did not want prevention as

we were watching the advert

they say its just a piece of

rubbish – he refused to use

condoms on me. Safety first than

putting someone at risk”

(November 2008).

� Facilitator's guide with DVD

� Community Action Guide

� Scrutinize Website(www.scrutinize.org.za )

� Scrutinize Risk cards

� Scrutinize Coasters – with a focus on Sex and

Alcohol

� Scrutinize Collateral Material

� JHHESA/DramAidE Technical Support

� Mass Media

� Does combination messaging detract from partner reduction?

� Does the speed facilitate or impede meaning – ie. Are audiences more

likely to watch and pay attention given the speed of the animert?

� What is the optimal “play back” per message to get retention of the

meanings that are being conveyed?

� What is the balance between hard hitting & aspiration messaging?

� Interpersonal Communication

� How to target the IPC efforts at the 18 most at risk districts?

� How to meet the demands for tools, materials and training?

� How to ensure message integrity at the community level?