Understanding the role of the OneLove campaign in facilitating drivers of social and behavioral change in southern Africa: a qualitative evaluation
| Autor: | Michael Jana, Esca Scheepers, Lebohang Letsela, Renay Weiner |
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| Rok vydání: | 2014 |
| Předmět: |
Adult
Male Health (social science) Adolescent Behavior change communication Sexual Behavior HIV Infections Health Promotion Library and Information Sciences Africa Southern Young Adult Humans Social Change skin and connective tissue diseases Health communication Qualitative Research business.industry Communication Behavior change Social change Public Health Environmental and Occupational Health Theory of change Public relations Middle Aged Focus group Health promotion Female sense organs Psychology business Qualitative research |
| Zdroj: | Journal of health communication. 20(3) |
| ISSN: | 1087-0415 |
| Popis: | In the wake of the HIV and AIDS pandemic, health communication has played an important role in social and behavior change in HIV prevention and treatment efforts. Despite this significant role, it is not always clear how health communication influences individuals and communities to facilitate social and behavior change. Guided predominantly by Lewin's theory of change in the context of complexity thinking, and supported by qualitative evidence from Soul City Institute's midterm evaluation of the OneLove multimedia campaign in 9 southern African countries, this article illustrates how carefully designed health edutainment communication materials facilitate drivers of social and behavior change. Thus, researched and theory-based health communication aimed at behavior and social change remains an important pillar in HIV prevention and treatment, where personal and social agency remain key. |
| Databáze: | OpenAIRE |
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