SHA’P

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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.

COVID-19 Integration

In 2021 the SHA’P campaign focused heavily on U=U (Undetectable = Untransmittable) messaging and started a Facebook Fridays live show to discuss the topic. We also produced new posters and photographic material with ambassadors living openly with HIV in the Eastern Cape. SHA’P continues to use social media to interact with our audience daily, as well as through radio on uMhlobo Wenene. All CMT’s campaigns include interactive social media elements. Our social media team interact with clients in various languages on a one-on-one basis, allowing for confidentiality and anonymity. Each campaign has a unique WhatsApp number on all campaign materials, allowing CMT to measure the impact of messages and to collate frequently asked questions that come directly from the target audience. This data and information is used to adjust and tailor campaign messages and choose the most successful media channels. VIEW FREE RESOURCES

Watch Chew On This

Episode 2 is Live!

27 June 2024

Chew on This – Food Politics in South Africa is a web series designed to allow for in-depth discussions on food justice, food security and food policies in South Africa.

CAMPAIGNS

Chew On THIS

Partners

HEALA consortium, Vital Strategies

Offering

DATES

 2021 - current

Chew on This – Food Politics in South Africa is a web series designed to allow for in-depth discussions on food justice, food security and food policies in South Africa.

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CHEW ON THIS

The web series is a crucial element of the Better Labels Better Choices campaign, which encourages South Africans to demand warning labels on the packaging of unhealthy food items, and advocates government and the food industry to implement policy to this effect.

Community Media Trust is proud to work with the HEALA coalition, a consortium of organisations that advocate for an improved food environment in South Africa. We joined the coalition in 2022 as the mass media and communications partner and media strategist. South Africa faces significant challenges related to hunger, food insecurity, and obesity. These issues stem from the country's broken food system.

To ensure equitable access to affordable and nutritious food, addressing this broken system is crucial.

Evidence-based policies play a key role in tackling these complex issues.

Community Media Trust handles all stages of production for the series, from scriptwriting to production and post-production. We are also responsible for the social media campaign for the series. The first episode received an overwhelmingly positive response, hitting approximately 50,000 views on YouTube within the first week of publication.

In the upcoming episodes, Chew on This host – Crystal Orderson – and the panel will continue to create a space for conversation around how the policies advocating for Front of Pack Warning Labels and the Health Promotion Levy are relevant and necessary tools in fighting growing diabetes, obesity and heart disease.

Chew on This – Food Politics in South Africa, is available for viewing on HEALA’s website.

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