The OneLove campaign has been very well-received in South Africa. The multimedia that were used in the campaign are the Soul City 9 television and radio, as well as booklets. These materials reached 61% of the South African population.
According to the research, reach was particularly high among young, more educated, unmarried people of African descent.
Research also shows that this is a group that engages in higher risk behaviours including multiple sexual partners and have the highest HIV prevalence.
Soul City’s radio message is also reaching the least-resourced populations in the rural areas of South Africa.
The audience had a good impression of the campaign, found it to be relevant, and generally liked it. Overall, the reach of the OneLove campaign and its components is extensive given the short period between the launch and the evaluation field work.
The impact of OneLove
OneLove was responsible for a 3% (822,319 people) increase in knowledge of condom use as a method of HIV prevention.
In terms of impact, OneLove in South Africa was responsible for a 6% (1,644,600 people) increase in knowledge around partner reduction or faithfulness to one partner.
The campaign also sparked debate amongst youth, parents as well as couples in sexual relationships.
It resulted in knowledge gains and attitude changes around HIV prevention in the form of condom use, partner reduction, and intergenerational and transactional sexual relations amongst the target group.
