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- Title
loveLife: A Critical Analysis of Health Communication Strategies in a South African HIV-Prevention Campaign.
- Authors
Tollison, Andrew Craig; Winslow, Luke
- Abstract
Billions of dollars have been devoted to HIV/AIDS prevention programs in South Africa with little discernable impact. By synthesizing the tools of rhetorical criticism and health communication, this article explores how one such program, loveLife's 'Talk About It' billboard campaign, illuminates pressing health communication challenges in the twenty-first century. In an attempt to stem the increase of HIV infections in South Africa, loveLife launched the 'Talk About It' campaign to promote healthy, HIVfree living among South African youth. Due to the lack of impact, much of the program's funding was quickly withdrawn. A close analysis of the 'Talk About It' campaign offers a set of politically urgent and theoretically useful findings for communication scholars and practitioners alike; including the utility of the Health Belief Model as a campaign frame, the significant role of selfefficacy in health behavior change, and a call to creatively consider cultural nuances during health message design.
- Subjects
MEDICAL communication; HIV prevention; HEALTH Belief Model
- Publication
Pennsylvania Communication Annual, 2017, Vol 73, Issue 1, p27
- ISSN
2326-8093
- Publication type
Article