The Lovelife Brand (B): Evolving the Campaign's Communication Strategy for HIV Prevention in South African Youth |
ICMR HOME | Case Studies Collection Please note: 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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ExcerptsBackground NoteloveLife 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
An Integrated Marketing ApproachloveLife 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... RestructuringIn 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...
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