The Lovelife Brand (B): Evolving the Campaign's Communication Strategy for HIV Prevention in South African Youth

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Case Details:

Case Code : MKTG159
Case Length : 37 Pages
Period : 2003 - 2006
Pub Date : 2007
Teaching Note :Not Available
Organization : Not Applicable
Industry : Not Applicable
Countries : South Africa

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Background Note

loveLife was a HIV prevention program, launched in September 1999, with the stated aim of reducing the number of youths getting infected by HIV by 50 percent within five years. It was initially funded by US-based Henry J. Kaiser Family Foundation (KFF). The program also received funding from the Bill and Melinda Gates Foundation, the Nelson Mandela Foundation, the South African government and Global Fund, as well as a number of corporations...

Evolution of Lovelife's Communication Stragegy

In the initial years, loveLife concentrated on building awareness through teaser campaigns with messages such as "Sex: use your mouth. (Talk about it)" (1999), "Score/Red Card" (2000), etc. In 2001, it showed campaigns with encrypted messages as a part of the His&Hers campaign. Once that objective of building brand awareness was achieved, it started displaying messages to initiate a change in behavior in the target audience. In 2002, loveLife strove to sustain the awareness and engage the target audience to bring about a behavior change by promoting three specific behaviors - 'Delay initiation to sexual activity', 'Reduce the number of sexual partners', and 'Protect with condom usage'...

An Integrated Marketing Approach

loveLife established an integrated marketing communication strategy to facilitate the behavior change in the target audience. (Refer to Figure I for a schematic diagram of loveLife's integrated marketing strategy). The outdoor media campaign was supported with a print and broadcast program...


In late 2004, loveLife went through a restructuring process in an effort to increase the penetration of loveLife by decentralizing into regional teams rather than trying to control a number of vertical programs from a centralized location...

Impact of the Program

As of 2006, loveLife was one of the 15 best-known brands in South Africa. loveLife said that it was instrumental in making a positive change in the HIV scenario among South African youth. loveLife's effectiveness was measured through a national surveillance study conducted every three years determining HIV infection rates among South Africans under 20 years of age. This would also be combined with a survey at 33 locations termed as "sentinel sites" to track the behavior trends and HIV prevalence among the target audience...

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