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Cell phones & HIV prevention: loveLifeCell phones & HIV prevention: loveLife

loveLifeloveLife

6,000+

peer educators

(groundBreakers and Mpintshis)

5,100 schools

150 community-based partner

NGOs

500 government clinics

Reach:

500,000 youth / month with direct

face-to-face interaction

Sustained Media: Radio, TV, Print, Web, and MobileSustained Media: Radio, TV, Print, Web, and Mobile

South African Youth & HIVSouth African Youth & HIV

Source: Pettifor et al (2004). HIV and sexual behaviour among young South Africans: A national survey of 15-24 year olds 2003., Reproductive Health Research Unit, University of Witwatersrand (secondary analysis)

Research has shown that:

• Young people have ‘got the message’ about HIV prevention.

• What continues to drive HIV is not their response to the message, but their response to their circumstances.

• Perception of limited day-to-day opportunity (social, educational, economic) is the core fuel for the epidemic in South Africa.

• In fact, half the lifetime risk of HIV infection among young women is crammed into just five years after leaving school.

Mobile Social NetworkingMobile 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 8%, 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.

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).

• World’s first cell phone-based social network dedicated to youth empowerment & HIV prevention

• Primary goal: creating links to opportunity

• Designed to complement loveLife’s face-to-face network

• Incredibly inexpensive (R0.02 - 0.05/page)

MYMstaMYMsta

MYMsta: www.mymsta.mobiMYMsta: www.mymsta.mobi

• 3 600,000+ pages of activity

MYMsta: Traffic and usage MYMsta: Traffic and usage

• 45 000 + registered users – (Sept 2009)

MYMsta’s FutureMYMsta’s Future

Social Networking: The scienceSocial Networking: The science

1. What is a social network?• A social network is a group of individuals linked by certain commonalities

or interdependencies which they wish or need to share. These interdependencies can be but are not limited to: morals/values, beliefs, religion, friendships or negatives such as hate speech or war.

2. A social network is made up of individuals• Each individual has certain requirements or needs which must be met in

order for them to participate in the network.

How do we plan to spread the network?

Social networking: The TriggersSocial networking: The Triggers

1. Identity• Identity with brand or environment

• Identity with themselves

• Self expression

2. Sense of belonging• By finding other people with same beliefs / ideas

• Personal validation

3. Sense of purpose1. Link to ideas and people

2. Valued and valid contribution

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).

A social network is made up of individuals.

Provide them with:• A sense of identity, belonging & purpose

• Connect them to opportunities, commonalities and like-minded people or relevant content & information

• Provide an environment where they can contribute and be included.

Social networking: ReviewSocial networking: Review

Social networking: The advantagesSocial networking: The advantages

1. Get to really know your target market• MYMsta and the airtime

2. Entrench brand loyalty and surround target market with brand.• You hit the right people whether you own the network or place media / content

within.

• One thing that has impressed me about loveLife is that it is treated as a brand and not just a benevolent organisation.

• Pro: Brand loyalty, understanding of organization message

• Con: Can lose that quickly if we don’t keep up with the Media campaign.

Social networking: Making it work Social networking: Making it work

1. Understanding your objectives• Using agnostic to brand networks (no affiliation) or are you building your?

How will you leverage off existing networks?

2. Using the data collected to minimise wastage• Targeted & relevant information

• Low CPA and high ROI

• Responsibility

3. Drive user logins through content updates & incentives• Who, when & how long?

4. Keep it fresh – understand and provide to needs• Sustainability of the network

MYMsta: ObjectivesMYMsta: Objectives

• Connect SA youth to opportunities & extend on the ground programs

• loveLife strategy

• Reasons for high risk behavior

• How self-worth & identity can reduce HIV infections

• Career profile – unique and compelling & specific to objectives

Click to edit Master subtitle style

Cell phones & HIV prevention: loveLifeCell phones & HIV prevention: loveLife