The Scrutinize Campaign, South Africa.
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
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: .
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