The loveLife Brand (A): Initiating a Behavior Change in South African
Youth to Prevent HIV
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ICMR HOME | Case Studies Collection
Case Details:
Case Code : MKTG157
Case Length : 27 Pages
Period : 1999 - 2003
Organization : Not Applicable
Pub Date : 2006
Teaching Note : Not Available
Countries : South Africa
Industry : Not Applicable
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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"Talk About it" Contd...
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It launched an integrated marketing initiative consisting of a media campaign
and various community outreach initiatives. It also launched a separate campaign
targeted at the parents of young children to encourage them to initiate
discussions regarding sex, sexuality and gender relations. According to loveLife,
its "strategy is premised on the importance of more open communication about sex
and sexuality as an essential precondition for sexual behaviour change backed up
by comprehensive services and support programs."7
The campaign was successful in building strong brand recognition for loveLife
among its target audience consisting of youth aged between 12 and 17 years.
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The various services offered by it were also being utilized by the target
audience. The South African government and many prominent personalities from
across the globe also endorsed loveLife's innovative approach. However, the
loveLife program also attracted a lot of criticism.
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Some critics felt that the messages communicated by
loveLife in the media were difficult for the target audience to
understand. loveLife's use of the English language and expensive media
campaigns in a country where many people were illiterate was also
questioned by critics. They felt that youth could not be convinced to
adopt a positive sexual lifestyle in the same way that they adopted
different consumer good brands. Moreover, the campaign's messages and
imagery in the outdoor ads were perceived to be very explicit and
culturally offensive. In addition to this, some experts had issues with
loveLife's dismissive attitude toward other HIV prevention
programs and its alleged tendency to project itself as the only program
that made a difference. |
Background Note
loveLife was launched in September 1999, supported initially by a multi-million dollar budget from the KFF.
KFF was a philanthropic organization involved in improving general health care in South Africa since the mid-1980s...
Excerpts >>
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