The SHA’P campaign was piloted in 2018 in the Amatole District in the Eastern Cape. The main aim of the campaign was to increase the uptake of clients starting antiretroviral (ARV) treatment. CMT designed messaging to encourage adherence and publicise the fact that Fixed-Dose Combination is one pill once a day and that there is no need to wait until you get sick before starting treatment.
The campaign used radio, social media, posters and information flyers. All material included a WhatsApp call-to-action number and clients made contact, either to get more information, or to make an appointment to get tested for HIV, or to start on ARVs. Results of the pilot showed that the material increased contact made through social media and WhatsApp, and clients felt a sense of anonymity and privacy. Frequently asked questions showed that stigma remains a significant problem and many people did not want to visit clinics for HIV related services.
Using the results of the pilot, CMT adjusted the material to include messaging around stigma, undetectable viral load and added some social media discussion around alcohol use and taking treatment.
All material, images and radio were tested through a focus group in the Eastern Cape, and the campaign was expanded to cover Amatole, OR Tambo and Chris Hani districts.