Audience reception analysis of the national Brothers for Life mass media campaign
Authors: Laura Myers, Helen Hajiyiannis, Alice Clarfelt, Tshegofatso Bessenaar, Ts’elisehang Motuba, Rethabile Mashale, Nolwazi Mkhwanazi, and Kevin Kelly
Brothers for Life is a national campaign that promotes the health and wellbeing of South African men with a focus on HIV. Launched in South Africa in August 2009, the Brothers for Life campaign is the first social and behaviour change communication campaign to be introduced in the country that focuses on men aged thirty years and over; a hitherto largely overlooked target audience.
This report presents the findings of a qualitative audience reception analysis of the mass media component of the Brothers for Life campaign. Key findings of the audience reception evaluation include:
- The overall reception of the Brothers for Life national mass media communication campaign
- Key strengths and weaknesses of the Brothers for Life campaign and what audiences/listeners liked and disliked about the campaign
- The relationship between general objectives of the Brothers for Life campaign and actual audience engagement – message ‘take out’ and ‘unintended’ meanings arising from the mass media materials
- Audience perception of and identification with the campaign, and instances of related behaviour and attitude change
Intersexions series two evaluation (executive summary)
Date Published: 2014 May 1
Authors: Laura Myers, Helen Hajiyiannis, Alice Clarfelt, and Ts’elisehang Motuba
Executive summary of the evaluation of the second season of Intersexions.
‘The way the virus spoke, it was like it was talking to me’
Date Published: 2013 Aug 10
Authors: Laura Myers
‘The way the virus spoke, it was like it was talking to me’: fear and efficacy in the television drama series, Intersexions.
PowerPoint presentation on the evaluation of series one.
Audience identification with a character’s dilemma to use traditional medicine vs. ART
Date Published: 2013 Jun 1
Authors: Laura Myers
Audience identification with a character’s dilemma to use traditional medicine vs. ART: the capacity of a television drama series to promote health-enhancing behaviour.
Oral presentation at 2013 SA AIDS Conference.
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‘Maybe she has slept with someone I have slept with before’
Date Published: 2013 Jun 1
Authors: Laura Myers, Alice Clarfelt, Helen Hajiyiannis
‘Maybe she has slept with someone I have slept with before’: viewers’ understanding of the sexual network as informed by the television drama series, Intersexions.
2013 SA AIDS Conference poster.
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Mr. V is always there next to you saying, ‘if you do not use a condom, I will get you’
Authors:
Helen Hajiyiannis, Laura Myers, Alice Clarfelt
Mr. V is always there next to you saying, ‘if you do not use a condom, I will get you’
2013 SA AIDS Conference poster presentation on fear and efficacy in the television drama series, Intersexions.
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‘I wasn’t thinking I could get pregnant’: A rapid assessment of the need for teenage pregnancy communication
Authors:
Laura Myers
As part of the Futures Group’s Reducing Maternal and Child Mortality Through Strengthening Primary Healthcare in South Africa programme, Community Media Trust and TB HIV Care Association were tasked to develop a communications and social mobilisation strategy aimed at increasing the responsiveness of the health service to the needs of adolescents, in response to this need. In order to guide the project’s development, CADRE conducted a rapid situational assessment in the two target districts, O.R. Tambo (EC) and uMgungundlovu (KZN).
The qualitative research sought a deeper understanding of what contributes to teenage pregnancy, what influences whether adolescents seek contraception, antenatal and postnatal care at health facilities, and how the health system should adapt to the particular needs of teenagers. The focus groups and interviews involved teenage girls, boys, mothers, and fathers; youth peer educators; parents and grandparents of adolescents; traditional healers, midwives, NGO workers, educators and other relevant stakeholders.
The findings reveal significant challenges that adolescents experience accessing SRH services, in large part as a result of healthcare worker attitudes. The lack of awareness around safe termination of pregnancy services and the frequency of illegal abortions is also discussed extensively. Drivers of teen pregnancy, barriers and enablers to contraception use, health communication, and social mobilisation opportunities are explored in the report.
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Conceptualisation of the sexual network in Intersexions
Authors:
Laura Myers, Alice Clarfelt, Helen Hajiyiannis
‘I would be thinking days after that; sitting in a taxi, I would look at people and go ‘maybe she has slept with someone I have slept with before’: The conceptualisation of the sexual network in the drama series, Intersexions, and viewers’ subsequent engagement with this message.
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Fear and efficacy in Intersexions
Authors:
Alice Clarfelt, Helen Hajiyiannis, Laura Myers
Fear and efficacy in Intersexions.
Analysis of Intersexions Episode 26 and the dramatic effectiveness of the semiotic device of the narrator, ‘Mr V’, using fear appeals theory.
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Social mobilisation and communication to prevent mother-to-child transmission (PMTCT) of HIV
Authors:
Nomvo Dwadwa-Henda, Sakhumzi Mfecane, Tshego Phalane, Kevin Kelly, Laura Myers & Helen Hajiyiannis
Social mobilisation and communication to prevent mother-to-child transmission (PMTCT) of HIV
This study was conducted to support the development of a national campaign entitled ‘Social Mobilisation and Communication Strategy for the Prevention of Mother-to-Child Transmission of HIV.’ The aim of study was to provide an evidence base for informing the development of communication and social mobilisation strategies to support increased PMTCT uptake and efficacy. The research consisted of two key activities: 1) a literature review to identify the main challenges and opportunities for PMTCT uptake, with a specific focus on communication approaches; and 2) fieldwork in five sites across the Eastern Cape, KwaZulu-Natal, Free State and North West provinces that were identified by the Department of Health (DoH) as some of the worst-performing districts in terms of incidence of MTCT and uptake of PMTCT.
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Intersexions series one evaluation (executive summary)
Authors:
Helen Hajiyiannis, Laura Myers, Alice Clarfelt, Jacky Mendes, Tshego Besesenaar, Ts’elisehang Motuba
Executive summary of the evaluation of the first season of Intersexions.
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Strengthening PMTCT through communication: A literature review
Authors:
Kerry Frizelle, Vernon Solomon & Asta Rau
| Strengthening PMTCT through communiction: A literature review
A literature review on social mobilization and communication to prevent mother to child transmission of HIV. |
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Talking About AIDS in an Informal Settlement: Experiences from Orange Farm, Gauteng
Authors:
Warren Parker and Helen Hajiyiannis
| Talking About AIDS in an Informal Settlement: Experiences from Orange Farm
Research on the realities of how HIV/AIDS intersects with the lives of people living in Orange Farm, conducted in partnership with local community researchers |
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Modelling or Muddling: Perceptions of sexual relationships in popular television. 2009
Authors:
Warren Parker
Modelling or Muddling: Perceptions of sexual relationships in popular television
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Final HIV/AIDS Community Survey Report in Oshikuku, Onandjokwe and Rehoboth
Authors:
Warren Parker & Cathy Connolly
Final HIV/AIDS Community Survey Report in Oshikuku, Onandjokwe and Rehoboth 2008
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Key Findings of the Tsha Tsha Pilot Project at Two Correctional Facilities.
Authors:
Helen Hajiyiannis
Key Findings of the Tsha Tsha Pilot Project at Two Correctional Facilities.
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Mid-term HIV/AIDS Community Survey Report: Gobabis, Grootfontein and Omaruru
Authors:
Warren Parker & Cathy Connolly
Mid-term HIV/AIDS Community Survey Report: Gobabis, Grootfontein and Omaruru
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Heterosexual anal sex amongst young adults in South Africa: Risks and perspectives
Authors:
Mzamani Benjamin Makhubele & Warren Parker
Heterosexual anal sex amongst young adults in South Africa: Risks and perspectives
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Communication Campaigns in the Context of a Severe HIV and AIDS Epidemic in South Africa
Authors:
Warren Parker
Communication Campaigns in the Context of a Severe HIV and AIDS Epidemic in South Africa
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Risk and sex in an HIV epidemic: Challenges for HIV prevention communication
Authors:
Mzamani Benjamin Makhubele
Risk and sex in an HIV epidemic: Challenges for HIV prevention communication
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Claims and Realities in Programme Evaluation: Reflections on LoveLife, South Africa. XVI International AIDS Conference, Toronto
Authors:
Warren Parker
Claims and Realities in Programme Evaluation: Reflections on LoveLife, South Africa. XVI International AIDS Conference, Toronto
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Namibia: HIV/AIDS Community Survey Report. Rundu, Walvis Bay, Keetmanshoop and Oshakati
Authors:
Warren Parker & Cathy Connolly
Namibia: HIV/AIDS Community Survey Report. Rundu, Walvis Bay, Keetmanshoop and Oshakati
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HIV positive leadership and entertainment-education within South African higher education: DramAidE’s Health Promoters programme
Authors:
Laura Myers
When the DramAidE Health Promoters programme was first established in 2002, little was being done within the South African tertiary sector to systematically address HIV and AIDS prevention and cater to the care and support needs of HIV positive staff. This project addressed that gap by supporting the development of campus HIV and AIDS programmes, including peer education.The programme employs HIV positive young people who are open about their HIV status to use participatory methodologies to raise awareness on campuses about HIV prevention, stigma reduction, HIV testing and positive living.This research documents the programme’s long-term achievements, contribution to the higher education sector and the opportunities and challenges of having an external NGO provide such services within university contexts.5th International Entertainment Education Conference, 17-20 November 2011 [poster]
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‘4Play: Sex Tips for Girls’ DVD discussion guide
Authors:
Helen Hajiyiannis and Laura Myers
4Play: Sex Tips for Girls is a 26-part television drama series broadcast on South Africa’s free to air channel, eTV. The television drama series focuses on the lives of four thirty-something friends who negotiate the ups and downs of sex, love and relationships.
This guide and the accompanying DVD form part of a strategy to broaden the reach of 4Play: Sex Tips for Girls to non-broadcast environments. The guide provides visual material to facilitate discussion, reflection, debate and learning. It provides educational content and discussion questions to help facilitators lead discussion sessions with people who have watched the 4Play: Sex Tips for Girls DVD thematic compilations. The guide presents four key themes from the first series of 4Play: Sex Tips for Girls: HIV counselling and testing, gender-based violence, tuberculosis and HIV, and HIV prevention.
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Brothers Protecting Children (Brothers for Life module on child sexual abuse)
Authors:
Carol Bower, Helen Hajiyiannis, & Laura Myers
Children in South Africa are vulnerable for a wide range of reasons. CADRE wrote a module about child sexual abuse (CSA) that forms part of a toolkit of the national men’s campaign, Brothers for Life. The module is designed for anyone who would like to learn some basic information about child sexual abuse.
The module summarises some of CADRE’s research into the links between child sexual abuse and HIV in simple, accessible language. It also presents clear information about some of the reasons why children are at risk in South Africa and what can be done to protect children against violence and sexual abuse.
This module includes information about: types and consequences of child abuse, myths about child abuse, how to recognise signs of sexual abuse, information about sexual abuse of boys, links between HIV and CSA, what South African law says about CSA, and what the procedures are with regards to reporting abuse to the police, medical examinations, and testifying in court.
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Effects of Educational Television Drama Beyond Primary Audiences: Qualitative Evaluation and Multiple Meanings.
Authors:
Warren Parker, Kelly Kelly, Helen Hajiyiannis & Pumla Ntlabati
Effects of Educational Television Drama Beyond Primary Audiences: Qualitative Evaluation and Multiple Meanings. XVI International AIDS Conference, Toronto
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Assessing social preparedness for antiretroviral therapy in a generalized AIDS epidemic: A diffusion of innovations approach
Authors:
Shannon Mitchell, Kevin Kelly, Francois Potgieter & Martha Moon
Assessing social preparedness for antiretroviral therapy in a generalized AIDS epidemic: A diffusion of innovations approach
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National HIV and AIDS Communication Survey 2006: Impact of the Television Drama Tsha Tsha
Authors:
Larry Kincaid
National HIV and AIDS Communication Survey 2006: Impact of the Television Drama Tsha Tsha
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HIV/AIDS Strategic Information Report: Mid-term household analysis of residents in Keetmanshoop
Authors:
Warren Parker & Cathy Connolly
HIV/AIDS Strategic Information Report: Mid-term household analysis of residents in Keetmanshoop
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Evaluation of HIV/AIDS Communication Campaigns: The Importance of Critique. Gauteng AIDS Conference, Johannesburg
Authors:
Warren Parker
Evaluation of HIV/AIDS Communication Campaigns: The Importance of Critique. Gauteng AIDS Conference, Johannesburg
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HIV/AIDS Strategic Information Report:A mid-term household analysis of residents of Walvis Bay
Authors:
Warren Parker & Cathy Connolly
HIV/AIDS Strategic Information Report:A mid-term household analysis of residents of Walvis Bay
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Television Drama and Audience Identification: Experiences from Tsha Tsha
Authors:
Warren Parker, Helen Hajiyiannis & Pumla Ntlabati
Television Drama and Audience Identification: Experiences from Tsha Tsha
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HIV/AIDS Strategic Information Report: A mid-term household analysis of residents in Rundu
Authors:
Warren Parker & Cathy Connolly
HIV/AIDS Strategic Information Report: A mid-term household analysis of residents in Rundu
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Tsha Tsha: Key Findings of the Evaluation of Episodes 1-26
Authors:
Kevin Kelly, Warren Parker, Helen Hajiyiannis, Pumla Ntlabati et al
Tsha Tsha: Key Findings of the Evaluation of Episodes 1-26
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HIV/AIDS Strategic Information Report: A mid-term household analysis of residents in Oshakati
Authors:
Warren Parker & Cathy Connolly
HIV/AIDS Strategic Information Report: A mid-term household analysis of residents in Oshakati
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Claims and Realities in HIV Programme Evaluation: The Case of loveLife
Authors:
Warren Parker
Claims and Realities in HIV Programme Evaluation: The Case of loveLife
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Risk and sex in an HIV epidemic: Challenges for HIV prevention communication
Authors:
Warren Parker, Cathy Connolly, Pumla Ntlabati & Mzamani Benjamin Makhubele
Risk and sex in an HIV epidemic: Challenges for HIV prevention communication
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The Impact of a Television Drama Series on the Community where it is Produced. Fourth International EE Conference, Cape Town
Authors:
Andile Tobi, Pumla Ntlabati and Kevin Kelly
The Impact of a Television Drama Series on the Community where it is Produced. Fourth International EE Conference, Cape Town
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Missing the Margins: Recurring Gaps in AIDS Communication
Authors:
Warren Parker, Helen Hajiyiannis & Mzamani Benjamin Makhubele
Missing the Margins: Recurring Gaps in AIDS Communication
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What Difference Does It Make? Measuring the Impact of Tsha Tsha, a Television Drama Series. Fourth International EE Conference
Authors:
Kevin Kelly, Larry Kincaid & Warren Parker
What Difference Does It Make? Measuring the Impact of Tsha Tsha, a Television Drama Series. Fourth International EE Conference, Cape Town
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Concurrent sexual partnerships amongst young adults in South Africa: Challenges for HIV prevention communication
Authors:
Warren Parker, Mzamani Benjamin Makhubele, Pumla Ntlabati & Cathy Connolly
Concurrent sexual partnerships amongst young adults in South Africa: Challenges for HIV prevention communication
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Prevention of Mother-to-Child Transmission (PMTCT) in South Africa: Analysis of Calls to the National AIDS Helpline
Authors:
Karen Birdsall, Helen Hajiyiannis, Warren Parker & Zinhle Nkosi
Prevention of Mother-to-Child Transmission (PMTCT) in South Africa: Analysis of Calls to the National AIDS Helpline
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HIV/AIDS communication in selected African countries: Interventions, responses and possibilities
Authors:
Warren Parker, Asta Rau & Penny Peppa
HIV/AIDS communication in selected African countries: Interventions, responses and possibilities
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The South African National AIDS Helpline: Call Trends from 2000-2003
Authors:
Itamar Katz
The South African National AIDS Helpline: Call Trends from 2000-2003
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HIV prevention and sexual relationships: A qualitative analysis of sexual histories
Authors:
Mzamani Benjamin Makhubele & Pumla Ntlabati
HIV prevention and sexual relationships: A qualitative analysis of sexual histories
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Breaking the Barriers: An Analysis of Condom-related Calls to the National AIDS Helpline
Authors:
Warren Parker, Zinhle Nkosi, Karen Birdsall & Helen Hajiyiannis
Breaking the Barriers: An Analysis of Condom-related Calls to the National AIDS Helpline
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Social communications and AIDS population behaviour changes in Uganda compared to other countries
Authors:
Daniel Low-Beer & Rand Stoneburner
Social communications and AIDS population behaviour changes in Uganda compared to other countries
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Post-Exposure Prophylaxis (PEP) in South Africa: Analysis of Calls to the National AIDS Helpline
Authors:
Karen Birdsall, Helen Hajiyiannis, Warren Parker & Zinhle Nkosi
Post-Exposure Prophylaxis (PEP) in South Africa: Analysis of Calls to the National AIDS Helpline
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Behaviour and communication change in reducing HIV: Is Uganda unique?
Authors:
Daniel Low-Beer & Rand Stoneburner
Behaviour and communication change in reducing HIV: Is Uganda unique?
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Voluntary Counselling and Testing (VCT) in South Africa: Analysis of Calls to the National AIDS Helpline
Authors:
Karen Birdsall, Helen Hajiyiannis, Zinhle Nkosi & Warren Parker
Voluntary Counselling and Testing (VCT) in South Africa: Analysis of Calls to the National AIDS Helpline
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Rethinking conceptual approaches to behaviour change: The importance of context
Authors:
Warren Parker
Rethinking conceptual approaches to behaviour change: The importance of context
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Re-Appraising Youth Prevention in South Africa: The Case of loveLife
Authors:
Warren Parker
Re-Appraising Youth Prevention in South Africa: The Case of loveLife
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HIV/AIDS Counselling: Just a Phone Call Away. Four Case Studies of Telephone Hotline/Helpline Projects
Authors:
Warren Parker, Helena Joseph et al
HIV/AIDS Counselling: Just a Phone Call Away. Four Case Studies of Telephone Hotline/Helpline Projects
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Youth Divided: A Review of loveLife`s Y-Centre in Orange Farm
Authors:
Prishani Naidoo
Youth Divided: A Review of loveLife`s Y-Centre in Orange Farm
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Children, HIV/AIDS and Communication in South Africa: A Literature Review
Authors:
Susan Fox, Salome Oyosi & Warren Parker
Children, HIV/AIDS and Communication in South Africa: A Literature Review
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Tsha Tsha DVD Discussion Guide: Strategies Towards the Effective Management of HIV.
Authors:
Helen Hajiyiannis
Tsha Tsha DVD Discussion Guide: Strategies Towards the Effective Management of HIV.
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The Struggle for Meaning: A Semiotic Analysis of Interpretations of the loveLife His&Hers Billboard Campaign
Authors:
Richard Delate
The Struggle for Meaning: A Semiotic Analysis of Interpretations of the loveLife His&Hers Billboard Campaign
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Children, HIV/AIDS and Communication in South Africa: A Bibliographic Review
Authors:
Susan Fox, Salome Oyosi & Warren Parker
Children, HIV/AIDS and Communication in South Africa: A Bibliographic Review
What’s News: Perspectives on HIV/AIDS in the South African Media
Authors: Joanne Stein
What’s News: Perspectives on HIV/AIDS in the South African Media
Conversations: HIV and the Family
Authors: Gisele Wulfsohn, Betsi Pendry & Maren Bodenstein
Conversations: HIV and the Family
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Tools for Action: An Evaluation of the Beyond Awareness Campaign’s AIDS Action Office
Authors: Karen Hurt
Tools for Action: An Evaluation of the Beyond Awareness Campaign’s AIDS Action Office
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HIV/AIDS: The Creative Challenge. Engaging Culture and Creativity in HIV/AIDS Prevention. Case Study: Tsha Tsha TV Series
Authors: Helen Hajiyiannis
HIV/AIDS: The Creative Challenge. Engaging Culture and Creativity in HIV/AIDS Prevention. Case Study: Tsha Tsha TV Series
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Reconceptualising Behaviour Change in the HIV/AIDS Context
Authors: Kevin Kelly, Warren Parker & Graeme Lewis
Reconceptualising Behaviour Change in the HIV/AIDS Context
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HIV/AIDS and the Media: Workplace Policies and Programmes
Authors: Joanne Stein
HIV/AIDS and the Media: Workplace Policies and Programmes
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Tsha Tsha: A Facilitator’s Guide to Series One
Authors: Helen Hajiyiannis & Nazli Jugbaran
| This guide provides facilitators with information about how to structure and facilitate discussion sessions with people who have watched single or multiple episodes of Tsha Tsha or excerpts from individual episodes. |
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Action Research and the Hermeneutics of Performance
Authors: Kevin Kelly
Action Research and the Hermeneutics of Performance
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Tackling the Problem of Non-equivalent Exposed and Unexposed Groups in Evaluation of Mass Media Interventions
Authors: Kevin Kelly, Larry Kincaid, Warren Parker & Pumla Ntlabati
Tackling the Problem of Non-equivalent Exposed and Unexposed Groups in Evaluation of Mass Media Interventions: The Evaluation of an Entertainment-Education Television Drama Series. 15th International HIV/AIDS Conference, Bangkok
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A Toll Free National AIDS Helpline: Experiences from South Africa
Authors: Beyond Awareness Campaign
A Toll Free National AIDS Helpline: Experiences from South Africa
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HIV/AIDS and the Mass Media: A Literature Review
Authors: Warren Parker, Cally Fawcett, Jo Stein & David Neves
HIV/AIDS and the Mass Media: A Literature Review
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Living Openly: Stories and Images of HIV Positive South Africans
Authors: Gisele Wulfsohn & Susan Fox
Living Openly: Stories and Images of HIV Positive South Africans
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Evaluation of the AIDS Mural Project
Authors: Louise Bourgault
Evaluation of the AIDS Mural Project
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Measuring the Impact of Entertainment-Education Programs. Fourth International EE Conference, Cape Town
Authors: Larry Kincaid
Measuring the Impact of Entertainment-Education Programs. Fourth International EE Conference, Cape Town
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Communicating Beyond AIDS Awareness: A Manual for South Africa
Authors: Warren Parker, Lynn Dalrymple & Emma Durden
Communicating Beyond AIDS Awareness: A Manual for South Africa
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HIV/AIDS and the Mass Media: A Bibliographic Review
Authors: Warren Parker, Cally Fawcett, Jo Stein & David Neves
HIV/AIDS and the Mass Media: A Bibliographic Review
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The AIDS Memorial Quilt: Panels in Memory of South Africans who have died of AIDS
Authors: Beyond Awareness Campaign
The AIDS Memorial Quilt: Panels in Memory of South Africans who have Died of AIDS
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The South African AIDS Memorial Quilt Project. An Evaluation of Phase One
Authors: Louise Bourgault
The South African AIDS Memorial Quilt Project. An Evaluation of Phase One
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Audience Resonance: Merging Perceptions, Theory and Context in Developing Television Drama. Fourth International EE Conference,
Authors: Pumla Ntlabati and Kevin Kelly
Audience Resonance: Merging Perceptions, Theory and Context in Developing Television Drama. Fourth International EE Conference, Cape Town
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The AIDS memorial quilt: Panels in memory of South Africans who have died of AIDS.
Authors: Beyond Awareness Campaign
The AIDS memorial quilt: Panels in memory of South Africans who have died of AIDS.
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HIV/AIDS and the Press: Experiences in Promoting Social Action. International HIV/AIDS Conference, Durban
Authors: Warren Parker
HIV/AIDS and the Press: Experiences in Promoting Social Action. International HIV/AIDS Conference, Durban
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The South African AIDS Memorial Quilt Handbook
Authors: The Names Project & Beyond Awareness Campaign
The South African AIDS Memorial Quilt Handbook
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Action Media: Consultation, Collaboration and Empowerment
Authors: Warren Parker
Action Media: Consultation, Collaboration and Empowerment
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It all comes down to this: Jousting between education and drama in the production of a television series. Fourth International E
Authors: Warren Parker, Helen Hajiyiannis & Nazli Jugbaran
It all comes down to this: Jousting between education and drama in the production of a television series. Fourth International EE Conference, Cape Town
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South Africa’s Beyond Awareness Campaign: Tools for action. International HIV/AIDS Conference, Durban
Authors: Warren Parker
South Africa’s Beyond Awareness Campaign: Tools for action. International HIV/AIDS Conference, Durban
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