1. Cell phones & HIV prevention: loveLife
Trina DasGupta, New Media Consultant

2. South African Youth & HIV
Young people have ‘got the message’ about HIV prevention.
What continues to drive HIV is not their response to the message, but their response to their circumstances.
Perception of limited day-to-day opportunity (social, educational, economic) is the core fuel for the epidemic in South Africa.
In fact, half the lifetime risk of HIV infection among young women is crammed into just five years after leaving school.
Source: Pettifor et al (2004). HIV and sexual behaviour among young South Africans: A national survey of year olds 2003., Reproductive Health Research Unit, University of Witwatersrand (secondary analysis)

3. loveLife: Make Your Move
Nationwide campaign designed to help young people:
Develop personal initiative
Better navigate day-to-day pressures and challenges
Create links to opportunities
To help them change their response, loveLife has created the Make Your Move campaign.

4. loveLife 6,000+ peer educators
(groundBreakers and Mpintshis)
3,700 schools
Reach:
500,000 youth / month with direct face-to-face interaction
150 community-based partner NGOs
350 government clinics
The campaign feeds into all aspects of loveLife. In terms of mobile, the question became: for such a large network, what do you do?
Sustained Media: Radio, TV, Print, Web, and Mobile

5. loveLife
Mobile needed to complement the physical/face-to-face network

6. Mobile Social Networking
Over 75% of South African youth own mobile phones, 71% in informal settlements and 67% in rural areas.
60% use their cell phone to SMS or make calls everyday.
Internet access via computers is low at 6%, but South Africa’s mobile internet usage via WAP is one of the highest in the world.
Social networking plays directly into the three key triggers to behavior change – sense of identity, belonging, and purpose.
Sources:
Kaiser Family Foundation and SABC, Young South Africans, Broadcast Media, and HIV/AIDS. March 2007.
South African Advertising Research Foundation, All Media and Products Survey 2006.
WAP Review, Great Mobile Web Statistics from AdMob (

7. MYMsta
World’s first cell phone-based social network dedicated to youth empowerment & HIV prevention
Primary goal: creating links to opportunity
Designed to complement loveLife’s face-to-face network
Incredibly inexpensive (R /page)
demo

8. MYMsta: www.mymsta.mobi

9. MYMsta: www.mymsta.mobi

10. MYMsta: www.mymsta.mobi

11. MYMsta: www.mymsta.mobi

12. MYMsta Launch

13. MYMsta: 4 weeks 5661 registered users 500,000+ pages of activity
Province
Language
Need to view slide show to see all graphs.

14. MYMsta: Press
Over 192 hits on google - blogsophere buzzing

15. MYMsta’s Future

16. MYMsta’s Future
Phase 2: Careers Map

17. Cell phones & HIV prevention: loveLife
Trina DasGupta, New Media Consultant