Title Goes Here. The Scrutinize Campaign: Using Humour to strengthen HIV prevention. Bronwyn Pearce

Transcription

1 Title Goes Here The Scrutinize Campaign: Using Humour to strengthen HIV prevention Bronwyn Pearce

2 Brought to you by...

3 Presentation outline Overview of Scrutinize Why use advertising, animation and humour How does communication have effect Scrutinize reach (quantitative evaluation) What does our audience think (qualitative evaluation) So What..

4 Scrutinize Audience & approach Primary Target Audience: Youth Secondary Audiences: All sexually active persons aged 16+ Objectives: Increase people s knowledge, attitudes and perception of risk to HIV infection in relation to multiple and concurrent partners Reduce the number of multiple and concurrent partners Promote correct and consistent condom usage with all partners Increase the number of people who test for HIV on regular basis

5 Approach Evidence-informed Mass media (Advertising) Interpersonal Communication using entertainment education approaches at schools, universities and communities.

6 The use of animation Audience fatigue around HIV messaging required a new approach. Animation is neutral and has a diversity of appeal Able to provide a visual image of the virus (that remains unseen)

7 Theoretical Framework EPP (Extending Parallel Process - Witte) fear plus agency = efficacy Fear conveyed in the sentiment I don t want those ninja things Agency use condoms, reduce partners, test eliminate the element of surprise and flip HIV to H.I. Victory!

8 Semiotics Study of signs and how meaning is derived through social encounters between individuals, groups and social classes (Tomaselli) Meaning of signs and symbols is formed through how it is used within social contexts Scrutinize combines various signs, some recognisable and some new - taking on contextual meaning from how they are used in the campaign

9 Scrutinize : Logo + + =

10 Signs and symbols Flip H.I.V to H.I. Victory H.I.V Ninja - element of surprise/stealth, cunning, undercover!

11 Why use humour? Effectively encoded communicated humour, or humour that is designed carefully with regards to its message and delivery, is proven to be a positive strategy socially and in task settings, particularly within the health care setting and context (Wanzer, Booth-Butterfield, Booth- Butterfield, 2005).

12 Humour allows us to ease tensions enabling the disclosure of difficult information discuss sensitive topics, people to relax (Smith & Powell, 1988) enforce norms delicately by leveling criticism while maintaining some degree of identification with the audience, which is important (Graham et al., 1992).

13 Deriving the Scrutinize humour Use slang and colloquialisms (makwapeni, sugars, shibobo) from community discourse in the context of HIV Using a comedian (Joey Rasdien) as the voice of Victor Real life situations shebeen scene, taxi rank (driver), man being unzipped (opening of the body)

14 Scrutinize Mass Media Development Formative research Pre-testing concept Pre-testing Animerts Adjustment Broadcasting Post-Broadcast Analysis Audience Reception Analysis & NCS II

15 Frequency of Television Broadcasts per Animert June 08 July 09

16 Strategic Communication How does communication have effect? Exposure to HIV Communication Programs Direct Effects of Communication Ideational Effects Knowledge & Skills Beliefs & Attitudes Social Influence Social Norms Others... Reducing New HIV Infections HIV Prevention Behavior Indirect Effects of Communication

17 Measuring the Impact of the Scrutinize Campaign 2009 National Communication Survey National sample survey of men and women, 16 to 55 years, representing a population of 27,410,651 1 Multi-stage, stratified probability sample of 9,728 men and women (16 55) in all nine provinces of which are between years of age. Face-to-face interviews in each household Data collected by Development Research Africa (DRA) and Health and Development Africa (HDA) Joint funding from by USAID (PEPFAR), the NDoH (Khomanani), Soul City, and Community Media Trust (CMT) 1 Weighted by gender, age, race, settlement type, and province (based on StatsSA's 2007 Community survey)

18 Undercover Lover (Sexual Networking) Undercover HIV (acute infectious period) Booza Brain Shebeen Queen

19 Nine-Item Scale Used to Measure Recall of Scrutinize Meaning of the Messages 1. Correct answer for the meaning of Scrutinize 2. Correct understanding of the sexual network spot 3. Correct understanding of the Booza Brain spot 4. Correct understanding of the undercover HIV spot 5. Correct meaning for the ninja in the sexual network 6. Able to identify the small round character as HIV 16-32* Recall of Specific Content 7. Able to complete Flip HIV to HIVictory slogan 8. Able to complete Undercover lover... can bring you HIV from another 9. Able to complete If the playa is too drunk... don t put him in the game Recall of one or more of nine items: Total population exposed: 8,346, % % * Intended audience: Ages years who have had sex in the last 12 months, weighted by gender, age, race, settlement type and province representing a population 10,784,684.

20 Qualitative Evaluation: A Semiotic Reception Analysis Conducted by MarkData October 2009

21 Methodology Target market Gender: Females and males Age: year olds Parents of year olds Areas: Peri-urban and urban areas in KZN, EC, North West, Mpumalanga & Gauteng LSM:

22 GP # Sample Realisation A total of 15 focus groups were conducted, structured as follows: PROVINCE AREA LSM AGE GENDER ADVERTISEMENT Undercover Lover, Booza Brain, Sugar Surprise plus 1 East Cape Umthatha Male Love words 2 East Cape Mdantsane (East London) 5-6 parent Mixed What's my Risk 3 East Cape Queenstown, Ezibeleni Female Condom Wise 4 KZN Drummond area (partner area) Female Condom Wise 5 KZN KwaMashu Male Condom Wise 6 KZN Umlazi Male What's my Risk 7 KZN Sisonke Female Love words 8 Mpumalanga Bushbuckridge Female What's my Risk 9 Mpumalanga Gert Sibande (Ermelo, Standerton area) Male What's my Risk 10 North West Lethabile (Brits) (partner area) Male Love words 11 North West Mafikeng area Female What's my Risk 12 Free State Lejweleputswa (Welkom) (partner area) Male Love words 13 Free State Botshabelo 5-6 parent Mixed Condom Wise 14 Gauteng Winterveld 5-6 parent Mixed Love words 15 Gauteng Orange Farm area Female Condom Wise

23 Overall thoughts & relevance Taken as a whole, participants reactions towards the Scrutinize campaign was overwhelmingly positive. The vast majority agreed that the campaign was educational, understandable, and had a positive reported impact.

24 Overall thoughts & relevance As the animerts portrayed real life situations that participants could readily identify with, the campaign was deemed highly relevant. Very relevant!...it is all about things that we are exposed to, things that happens in real life situations. It is a real thing and informative and educational. And no group specifically, it talks to us all, it affects everybody The poor, in the shebeen and the rich are the Ministers of finance, those who offer these young girls money (EC; Mdantsane; LSM 5-6; Parents). The campaign is a reality; those things happen in life We experience these things daily (FS; Botshabelo; LSM 5-6; Parents).

25 Feedback on the use of Humour Humour was easier to relate to, evoked interest, and hence more effective in getting the message across. In addition, humour appealed to all age groups and was effective approach when targeting the youth. That (humour) was the best Even if I was involved in bad doing, when it is told in humour, it is not that offensive, it would be offensive if it was delivered in a serious note Messages with humour draw attention and sticks in your mind, if it is serious, we wont consider it (KZN; Drummond (PA); LSM 3-4; yrs; Female).

26 They have been talking about HIV and AIDS for a while now and most people didn t notice it up until the use of the cartoon characters; that is when we started paying attention With humour when one cracks a joke or even if they crack a joke about HIV you will still remember that joke and the message (NW; Mafikeng; LSM 3-4; yrs; Female).

27 As if it was delivered in a serious note, we would have taken no notice of it. Humour always has a way of drawing attention We looked at them, laughed but got the message in a nice entertaining way (KZN; Sisonke; LSM 3-4; yrs; Female).

28 The effectiveness of using humour and animation The majority of participants enjoyed the use of animation and most agreed that it was effective in drawing their attention. More specifically, the animation format was deemed ideal because: 1) The use of humour is more effective in getting the message across as viewers interest was evoked. 2) The humour used facilitated more open discussions on HIV/AIDS (i.e. HIV is not a taboo subject anymore) 3) The overall positive slant of the animerts is more effective (compared to a fear-based approach) 4) Emotions are easily distinguishable; hence messages are communicated more clearly 5) Animation appeal to all ages 6) Animation is still realistic (portrays real people and real life situations) and were hence relevant and easy to identify with 8) Animation allows for an easier portrayal of complex and potentially embarrassing situations (like sex in the toilet) and concepts (the HIV virus) it makes it more acceptable for kids to watch

29 Summary The Scrutinize campaign was effective in breaking through the media clutter with high levels of exposure that resulted in high levels of recall and a correct interpretation of the meaning intended amongst youth aged The use of humour allowed audiences to engage with the messaging in a non-threatening way Humour also allowed the audience to talk more openly about the issues highlighted in the campaign Evidence-based, strategic communication programmes are an important component of overall HIV prevention efforts

30 Acknowledgements Dr Larry Kincaid, Johns Hopkins University, Bloomberg School of Public Health, Centre for Communication Programmes. Mr P Coleman, Mr R Delate and Ms L. Mahlasela, Johns Hopkins Health and Education in South Africa. MarkData (Pty) Ltd Dr S Johnson, Ms S Laurence, Ms F Chikwava, Health and Development Africa. Ms D. Gebhardt, Levi s Strauss, South Africa Mr C Bruns and Mr J Coetzee, Matchboxology Ms H Hajiyiannis, CADRE Ms Ana Oxlee-More and Monique Clark, Mediology SABC, e.tv, MTV

31 We thank you!