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The Scrutinize Campaign, South
Africa.
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| Article Type: | Brief article |
| Subject: |
Health promotion
(Achievements and awards) Sexually transmitted diseases (Prevention) Sexually transmitted diseases (Advertising) |
| Pub Date: | 05/01/2010 |
| Publication: | Name: Reproductive Health Matters Publisher: Reproductive Health Matters Audience: General Format: Magazine/Journal Subject: Family and marriage; Health; Women's issues/gender studies Copyright: COPYRIGHT 2010 Reproductive Health Matters ISSN: 0968-8080 |
| Issue: | Date: May, 2010 Source Volume: 18 Source Issue: 35 |
| Topic: | Event Code: 242 Advertising Advertising Code: 52 Advertising Activity |
| Product: | Product Code: 8000147 Venereal Disease Prevention NAICS Code: 621999 All Other Miscellaneous Ambulatory Health Care Services |
| Geographic: | Geographic Scope: South Africa Geographic Code: 6SOUT South Africa |
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| Accession Number: | 236247765 |
| Full Text: |
Victor Scrutinize was the animated star of the Scrutinize Campaign,
a year-long series of seven humorous and colourful HIV prevention
advertisements launched on South African television in June 2008.
Comedian Joey Rasdien co-created and voiced Victor Scrutinize and,
supported by a cast of celebrities, designed the advertisements to
portray realistic situations. The campaign used research and worked with
media partners to build visibility, combining the campaign with popular
multilevel communication activities in communities and on campuses. The
campaign encouraged people to scrutinize their own behaviour and
resulted in dramatic uptake of key HIV prevention messages. One of the
ads was the "Undercover lover" which highlighted the risk of
HIV transmission from multiple partners. Others included "Condom
Wise" to rebuild consumer confidence in the Choice brand after
faulty condom scares; "What's my risk" about having fewer
lifetime partners; "Booza Brain" about the dangers of alcohol;
and "Sugar Surprise" about catching HIV from transactional
sex. Thanks to votes from hundreds of teens, the ads won third place in
the 2009 Khuza Awards, South Africa's biggest competition for youth
marketing communications. (1) (1.) The Scrutinize Campaign: A Youth HIV Prevention Campaign Addressing Multiple and Concurrent Sexual Partnerships. AIDSTAR-One Case Study Series, November 2009. At: |
| Gale Copyright: | Copyright 2010 Gale, Cengage Learning. All rights reserved. |
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