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

Abstract:

This case is the first part of a two-case series about loveLife was a multi-million dollar HIV prevention program that was launched in South Africa in 1999 with the stated aim of reducing the rate of HIV infection among youth by 50 percent within five years. loveLife launched an innovative marketing campaign that was different from the existing HIV prevention programs. It used various branding techniques to position loveLife as a lifestyle brand. Its initial teaser campaigns in outdoor media and promotion of healthy lifestyle values in later campaigns were aimed at influencing the South African youth to adopt a healthy lifestyle and perceive safe sex as 'cool' and 'hip'.

loveLife's integrated marketing initiative also consisted of a media campaign and various community outreach initiatives. The case discusses the strategies adopted by loveLife and some of the criticisms leveled against the campaign.

Issues:

» Understand the marketing campaign adopted by loveLife to change the behavior of South African youth to prevent HIV

» Appreciate the steps taken by loveLife to position itself as a lifestyle brand

» Understand the issues and challenges faced in bringing about a change in sexual behavior among South African youth

Contents:

Keywords:

loveLife, HIV / AIDS Prevention Programs, media awareness , behavior change, Branding and Positioning, Marketing communications, Community Outreach Initiatives, Bill and Melinda Gates Foundation, Nelson Mandela Foundation, thethajunction, Youth Centres, franchisee network, Henry J. Kaiser Family Foundation, Edutainment media campaign, South Africa

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