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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A Costly Experiment? Contd...

The use of sexual imagery that was the hallmark of the previous campaigns was not visible anymore; instead the messages appealed to the aspirational and optimistic aspects of the target audience to make them focused on their future. The communication strategy was being evolved continuously to keep it relevant to the target audience. However, many critics opined that the campaigns were still incomprehensible. The outdoor media messages continued to be controversial due to their content and visuals. The most serious debate was regarding the effectiveness of the program as loveLife had failed to achieve its original target of reducing the number of HIV infected youths to half by 2004.

In December 2006, this argument gained greater credence when the Global Fund to Fight AIDS, Tuberculosis & Malaria7 (Global Fund), a major provider of funds to loveLife, decided to discontinue funding for the program as it felt that it was becoming difficult to ascertain the effectiveness of the program.

Global Fund's decision was a major setback for loveLife, but loveLife insisted that its programs were effective and that it was confident of reducing the number of HIV infected youth in South Africa by 50 percent by 2010. loveLife pointed out that a national survey in 2003 had found a strong correlation between participation in loveLife programs and decreased incidence of HIV. Reacting to criticisms regarding its media campaigns, loveLife said that its messages were "deliberately provocative" so as to encourage discussion and debate among the target audience. It contended that the target audience were more brand-savvy and understood the messages which adults might not be able to understand.

While some analysts felt that loveLife was a "costly experiment," supporters of the campaign felt that it was an experiment worth persisting with as there were no better models of HIV prevention available. They argued that traditional HIV prevention efforts had largely failed to change the behavior of South African youth, while the loveLife program provided a glimmer of hope...

Excerpts >>

7] The Global Fund to Fight AIDS, Tuberculosis & Malaria, headquartered in Geneva, Switzerland, was established in January 2002, to increase global financing to fight against AIDS, Tuberculosis, and Malaria


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