PEPFAR, USAID, NDoH, Project Last Mile and FCB Joburg launch 'MINA. For Men. For Health' campaign

According to World Population Review, South Africa has one of the highest HIV prevalence in the world, ranking fourth with 19.1% in 2020, coupled with the highest burden of people living with HIV (PLHIV) globally at an estimated 8.45 million.

The campaign seeks to unpack the societal stigmas that result in men not wanting to get tested and then adhering to taking Antiretroviral Treatment (ART). Beyond this, the campaign provided a safe space for men to express and share their experiences and fears and to address the various misconceptions about living with HIV.

Leaning on insights garnered through community coaches and interactions with men living with HIV, a platform was created that gave men the tools and resources they need to take control of their lives and their HIV status. This was 'MINA. For Men. For Health'.

The campaign's concept emanated from the idea that men could dispel fears of prioritising their health, exposing them to a community of men just like them, which remains a great source of support.

In the execution stage, this was coupled with brand ambassadors and social media assets that carried the campaign on social platforms, including collateral for presence and awareness in clinics across the country in severely affected communities.

The in-clinic journey was an integral part of the campaign as it was vital to intercept and engage clients in real-time who may have been at the clinic for other reasons to consider getting tested for HIV or begin / continue with their treatment, says the partnership.

'MINA. For Men. For Health' has demonstrated success in areas where individuals were exposed to brand messaging. Some key statistics include the following:

• For every R17 of PEPFAR funding, R51 of earned media was generated.
• On average, 48 000 more men tested for HIV per quarter in 'MINA. For Men. For Health' activity facilities than non-activity facilities post-launch.
• Nationally, the first quarter post-launch saw a 7% increase in men's linkage to care.

There has been a notable increase in the number of men who tested for HIV over the campaign period, with more than 107 290 men having tested since the campaign's inception in November 2020, with a subsequent increase in men commencing ART.

"The efforts and campaigns providing a positive narrative around HIV are now showing success across the board in combating the perceptions around the disease. In addition, the movement is generating a positive framework to aid men living with HIV to express themselves, get the necessary care and remain on treatment," says Rodney Knotts, senior marketing advisor at USAID.

"Currently, we are looking at ways to increase the presence of 'MINA. For Men. For Health', as mass media and social marketing have long been used as tools to increase education, decrease stigma and promote behaviour change in the fight against HIV / AIDS in South Africa," adds Jonathan Wolberg, creative director at FCB Joburg. 

"'MINA. For Men. For Health' is all about changing and mainstreaming conversations around HIV. With our above-the-line, digital and in-clinic campaign, we not only hope to support and empower men living with HIV but also their partners, families and communities," says Amanda Manchia, PLM's strategic marketing project lead.

"Our goal is to impact social change and perceptions for all South Africans around this completely treatable chronic condition," concludes Manchia.

For more information, visit www.minaformenforhealth.co.za. You can also follow MINA. For Men. For Health on Facebook.