The loveLife Brand (A): Initiating a Behavior Change in South African Youth to Prevent HIV

            
 
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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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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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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.

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 >>


7] "Looking at loveLife: The First Year - Summaries of Monitoring and Evaluation," www.kff.org, November 7, 2006.


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