The loveLife Brand (A): Initiating a Behavior Change in South African Youth to Prevent HIV |
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» Marketing Case Studies 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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ExcerptsloveLife's StrategyloveLife positioned itself as a lifestyle brand with which young people could associate "healthy positive living". It aimed to become a part of popular youth culture and gel with its target audience. The challenge before loveLife was to change the deeply entrenched values and attitudes prevalent among adolescents regarding gender relations, sex, and sexuality... The Media Campaign
The messages of loveLife were highly visible in billboards, taxis and water tanks. In the initial years, loveLife concentrated on building awareness through teaser campaigns. Once that objective was achieved with reasonably good brand recognition of the loveLife brand, it started displaying messages to initiate a change in behavior in the target audience...
An Innovative Marketing ProgramloveLife's marketing program was widely appreciated by many experts and prominent personalities. On September 28, 2002, loveLife was hailed as a model for HIV prevention among youth, by former president of South Africa Nelson Mandela, and former president of the US, Bill Clinton... |
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