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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loveLife's Strategy

loveLife positioned itself as a lifestyle brand with which young people could associate "healthy positive living". It aimed to become a part of popular youth culture and gel with its target audience. The challenge before loveLife was to change the deeply entrenched values and attitudes prevalent among adolescents regarding gender relations, sex, and sexuality...

The Media Campaign

To sustain the interest and awareness generated through its outdoor media campaign, loveLife started a print and broadcast program to inform adolescents about a number of relevant issues. It adopted an 'edutainment' approach, where educational or awareness content was placed in entertaining formats and messages during the programs. loveLife made generous use of sports, talk shows on radio, panel discussions on television, road shows, and print media such as booklets and newspaper supplements, and a website (Refer to Figure II for loveLife's media campaign structure).

Outdoor media was the mainstay of loveLife's media strategy and also the most controversial.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

The messages of loveLife were highly visible in billboards, taxis and water tanks. In the initial years, loveLife concentrated on building awareness through teaser campaigns. Once that objective was achieved with reasonably good brand recognition of the loveLife brand, it started displaying messages to initiate a change in behavior in the target audience...

Community Outreach

Most of loveLife's outreach activities were initiated in early 2001. The objective was to engage directly with local communities, spread the campaign's messages, and ensure that the target audience internalized these messages. The initiatives worked on two levels - national and regional/local. At the national level, people could call the loveLife call centers for information, help, and advice, while they could approach Y-centres and NAFCI clinics for information and advice at the regional or local level (Refer to Figure III for loveLife's community outreach flowchart, and Exhibit VIII for some outreach initiatives of loveLife)...

An Innovative Marketing Program

loveLife's marketing program was widely appreciated by many experts and prominent personalities. On September 28, 2002, loveLife was hailed as a model for HIV prevention among youth, by former president of South Africa Nelson Mandela, and former president of the US, Bill Clinton...

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