The loveLife Brand (A): Initiating a Behavior Change in South African Youth to Prevent HIV |
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Excerpts Contd...The Criticism
Lovelife's ResponseloveLife defended its mass-media campaign by saying that such messages were required in order to achieve its objective. "The evidence is overwhelming that sexual health education that focuses only on the risks, or advocating abstinence as the only option are entirely counter-productive... It is natural that teenagers will experiment with sex, the challenge is to ensure they understand their choices and the risks in the context of broader lifestyle opportunities," said Harrison... OutlookExperts felt that loveLife achieved significant brand recognition throughout South Africa. They believed that the campaigns were attention grabbing, but that there was also a need for simple and clear messages for the target audience. loveLife, on its part, felt that it had created a foundation from which it could bring about a change in sexual behavior of South African youth. However, some experts said that for this to happen, the program had to be sustained over a long period of time...
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