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